https://www.marketingrescuepodcast.com/enMarketingCopyright Marketing Rescue Podcasthttps://d3wo5wojvuv7l.cloudfront.net/t_rss_itunes_square_1400/images.spreaker.com/original/a33debf395ca7c4000c505bb0016d55b.jpghttps://www.marketingrescuepodcast.com/Wed, 06 Jan 2021 07:35:58 +0000Marketing Rescue PodcastMarketing Rescue Podcastcontact@marketingrescuepodcast.comNot your average Marketing podcastfalseepisodichttps://www.spreaker.com/episode/the-untruth-that-marketing-makes-us-believe--42809793https://www.marketingrescuepodcast.com/?p=598Wed, 23 Dec 2020 15:48:46 +0000Marketing Rescue PodcastIn this episode, the guys talk about the multi-billion dollar supplement industry and the influence of a nobel prize winner on spreading one of the largest pseudo-science campaigns in marketing history. Nico talks about his pre-flight travel routine,...2226falsefullhttps://www.spreaker.com/episode/ep37-the-charity-that-lost-its-cause--42607956https://www.marketingrescuepodcast.com/?p=589Wed, 16 Dec 2020 16:13:37 +0000Marketing Rescue PodcastIn this episode, the guys talk about the balance between marketing and working dollars in charities and the importance of addressing things that might make you uncomfortable head-on. Chad talks about Jigsaw Puzzles and Nico talks about what it means...1993falsefullhttps://www.spreaker.com/episode/ep36-the-coke-of-all-trades--42607955


Coca-Cola embodies the American dream so much that, according to Webster, during the Cold War, Coca-Cola became a symbol of capitalism and a fault line between capitalism and communism. Tom Standage, author of ‘A History of the World in Six Glasses’, explains that Coca-Cola wasn’t marketed in the former Soviet Union due to the fear that profits would go straight into communist government coffers. Standage also says, "Coca-Cola is the nearest thing to capitalism in a bottle." In today's episode we discuss how does something so..American..translate internationally?



The emotional appeal of Coca-Cola’s brand goes back farther than in the late 20th century. Coca-Cola is and has been understood as something so intrinsically American that during World War II, American troops that were overseas fighting in the war were provided with Coca Cola.



Because much of Coca-Cola’s first international contact came via interaction with soldiers, the brand quickly became associated with American patriotism and America in general.



One good example of how Coca-Cola took an active and creative role in connecting with their consumers came about in 2008 when Coca-Cola started Coke Studio. In all regions, Coca-Cola strives to be about bringing people together. To Coca-Cola, simply bringing people together in local communities in the Arab World was insufficient. Coca-Cola wanted to convince Arab consumers that they should embrace both each other and those from the West.



Coca-Cola’s marketing team wasn’t just determined to accomplish the goal set out by the company; they were creative. Coke Studio - a music television series that gained huge popularity. Originally piloted by Coca-Cola in Brazil, and subsequently, in Pakistan, this effort in the Arab world alone has been credited with increasing sales of Coca-Cola to levels higher than before the Arab Spring.



For Coca-Cola, the obvious reason that most people buy the product is the brand. But after campaigns like Coke Studio and Crazy for Good, what is Coca-Cola’s global brand? Webster claims that the company’s brand might not strictly be the American dream anymore but it's still American or at the very least western. He also points out that, “America itself as a brand is more tarnished now. People are more ambiguous towards it." This is unfortunate because, as Webster also says, "The whole strength of the brand is plugging into a way of life that so many people wanted. As an ideology, it polarises. And sometimes those associations become unattractive.” Coca-Cola’s brand may be about happiness, friendliness, and good times but associations with America and the West persist.



Intended to be as pejorative as it sounds, the term "Coca-Colonisation" came about in the 1950s. It was created by the French while they were overturning Coca-Cola trucks and smashing Coca-Cola bottles. Protestors, according to Standage, saw the drink as a threat to French society.  The French weren’t the last to publicly and physically denounce Coca-Cola. Half a century after "Coca-Colonisation" became a phrase, in 2003 in a wonderfully ironic protest reminiscent of the U.S.’s own Boston Tea Party, protesters in Thailand poured Coca-Cola onto the streets as a demonstration against the US-led invasion of Iraq. Coca-Cola sales were then temporarily suspended in Thailand. Coke didn’t invade Iraq.  The U.S. did.  But to the people of Thailand the two were synonymous enough that the pouring out of Coke sufficiently conveyed their message - and not on a local scale but a global on...]]>https://www.marketingrescuepodcast.com/?p=580Thu, 10 Dec 2020 01:54:57 +0000Marketing Rescue PodcastIn this episode, the guys talk about Coke and how they managed to marketing their product a very challenging market. Nico thinks back of his time in the Middle East and Chad get the "Hey Chad" right twice in a row. Coca-Cola embodies the American...


Coca-Cola embodies the American dream so much that, according to Webster, during the Cold War, Coca-Cola became a symbol of capitalism and a fault line between capitalism and communism. Tom Standage, author of ‘A History of the World in Six Glasses’, explains that Coca-Cola wasn’t marketed in the former Soviet Union due to the fear that profits would go straight into communist government coffers. Standage also says, "Coca-Cola is the nearest thing to capitalism in a bottle." In today's episode we discuss how does something so..American..translate internationally?



The emotional appeal of Coca-Cola’s brand goes back farther than in the late 20th century. Coca-Cola is and has been understood as something so intrinsically American that during World War II, American troops that were overseas fighting in the war were provided with Coca Cola.



Because much of Coca-Cola’s first international contact came via interaction with soldiers, the brand quickly became associated with American patriotism and America in general.



One good example of how Coca-Cola took an active and creative role in connecting with their consumers came about in 2008 when Coca-Cola started Coke Studio. In all regions, Coca-Cola strives to be about bringing people together. To Coca-Cola, simply bringing people together in local communities in the Arab World was insufficient. Coca-Cola wanted to convince Arab consumers that they should embrace both each other and those from the West.



Coca-Cola’s marketing team wasn’t just determined to accomplish the goal set out by the company; they were creative. Coke Studio - a music television series that gained huge popularity. Originally piloted by Coca-Cola in Brazil, and subsequently, in Pakistan, this effort in the Arab world alone has been credited with increasing sales of Coca-Cola to levels higher than before the Arab Spring.



For Coca-Cola, the obvious reason that most people buy the product is the brand. But after campaigns like Coke Studio and Crazy for Good, what is Coca-Cola’s global brand? Webster claims that the company’s brand might not strictly be the American dream anymore but it's still American or at the very least western. He also points out that, “America itself as a brand is more tarnished now. People are more ambiguous towards it." This is unfortunate because, as Webster also says, "The whole strength of the brand is plugging into a way of life that so many people wanted. As an ideology, it polarises. And sometimes those associations become unattractive.” Coca-Cola’s brand may be about happiness, friendliness, and good times but associations with America and the West persist.



Intended to be as pejorative as it sounds, the term "Coca-Colonisation" came about in the 1950s. It was created by the French while they were overturning Coca-Cola trucks and smashing Coca-Cola bottles. Protestors, according to Standage, saw the drink as a threat to French society.  The French weren’t the last to publicly and physically denounce Coca-Cola. Half a century after "Coca-Colonisation" became a phrase, in 2003 in a wonderfully ironic protest reminiscent of the U.S.’s own Boston Tea Party, protesters in Thailand poured Coca-Cola onto the streets as a demonstration against the US-led invasion of Iraq. Coca-Cola sales were then temporarily suspended in Thailand. Coke didn’t invade Iraq.  The U.S. did.  But to the people of Thailand the two were synonymous enough that the pouring out of Coke sufficiently conveyed their message - and not on a local scale but a global on...]]>2018falsefullhttps://www.spreaker.com/episode/ep35-the-short-lived-logo--42355922


1988, Gap debuted its now-iconic blue square logo. In 2010, when Gap unveiled their new logo, the first redesign since the birth of the iconic blue square in the late 80s. Even if a new logo failed to get Gap’s sales back to where they would have liked, it’s not like something as little as a new logo would hurt them right?



Consumers’ reactions to the new Gap logo in 2010 were swift, decisive, full of memes, and, most importantly, bad news for Gap.  The redesign quickly brought mainstream attention and a kind of wrath you can really only find on the internet that, for a marketer, must be what nightmares are made of. At the same time, if you’re looking on the bright side of things, it was the same kind of reaction that provides valuable lessons that make it possible for other marketers to (hopefully) avoid making the same mistakes. 



On October 6th, 2010, Marka Hansen, president of Gap North America, unveiled the company’s new logo. Hansen said it was more contemporary and current, honoring the "heritage through the blue box while still taking it forward.”



Reactions



After introducing a new logo, a slew of criticism rolled in, some of it coming in the form of more than 2,000 comments on Facebook, prompting Gap’s above Facebook post the night of the unveiling. 



Additionally, a ‘Make Your Own Gap Logo’ site went viral on the internet prompting nearly 14,000 parody design versions.  Meanwhile, Hansen said that “the outpouring of comments” showed that the company “did not go about this in the right way.” On October 6th, Gap announced that they would be reconsidering the emblem and promised to take on board customers’ personal suggestions. This tactic might have been an attempt to hit two birds with one stone, find a better new logo and get back in their customers’ good graces. Instead of exuding confidence and professionalism, Gap showed their uncertainty when they turned to crowdsourcing.



Days after Gap announced they would be taking suggestions ‘from the audience’ as it were, the company folded, admitting its mistakes in not consulting its customers first. Gap reverted to its original design after announcing its new logo to the public. 



What Gap Got Right



It’s a shame that a well-intentioned attempt to shake things up a bit cost Gap so much money. To Gap’s credit, they were quick to notice the online criticism, which made a good example of how social media can be an ally and significant benefit to companies. More importantly, Gap wasn’t just quick to notice; they were quick to respond. Gap performed what is possibly one of the fastest branding turnarounds of all time when they reverted to their original design just six days after putting their new logo out into the public. 



Some people say Gap’s turnaround was so speedy that it’s suspicious. But with Tropicana’s mistake as recently as the year before, it’s possible that Gap was able to do what people are doing with Gap’s story now, and learned from others’ mistakes. Gap did all of that - released the new design, received criticism, tried to crowdsource, admitted defeat, and reverted to the original design - and they did it all in a week. Gap’s one-week-lived logo is a testament to how imperative it is as a company to be wary of but not afraid of social media and to remain reactive and engaged with your consumers.Don’t try to fix what isn’t broken]]>https://www.marketingrescuepodcast.com/?p=559Wed, 02 Dec 2020 22:50:03 +0000Marketing Rescue PodcastIn this episode, the guys chat about the the time GAP rolled out the shortest lived logo in brand history and some of the problems that plague brandmark development. Nico Talks about how many logos children recognize by age 3 and Chad talks about the...


1988, Gap debuted its now-iconic blue square logo. In 2010, when Gap unveiled their new logo, the first redesign since the birth of the iconic blue square in the late 80s. Even if a new logo failed to get Gap’s sales back to where they would have liked, it’s not like something as little as a new logo would hurt them right?



Consumers’ reactions to the new Gap logo in 2010 were swift, decisive, full of memes, and, most importantly, bad news for Gap.  The redesign quickly brought mainstream attention and a kind of wrath you can really only find on the internet that, for a marketer, must be what nightmares are made of. At the same time, if you’re looking on the bright side of things, it was the same kind of reaction that provides valuable lessons that make it possible for other marketers to (hopefully) avoid making the same mistakes. 



On October 6th, 2010, Marka Hansen, president of Gap North America, unveiled the company’s new logo. Hansen said it was more contemporary and current, honoring the "heritage through the blue box while still taking it forward.”



Reactions



After introducing a new logo, a slew of criticism rolled in, some of it coming in the form of more than 2,000 comments on Facebook, prompting Gap’s above Facebook post the night of the unveiling. 



Additionally, a ‘Make Your Own Gap Logo’ site went viral on the internet prompting nearly 14,000 parody design versions.  Meanwhile, Hansen said that “the outpouring of comments” showed that the company “did not go about this in the right way.” On October 6th, Gap announced that they would be reconsidering the emblem and promised to take on board customers’ personal suggestions. This tactic might have been an attempt to hit two birds with one stone, find a better new logo and get back in their customers’ good graces. Instead of exuding confidence and professionalism, Gap showed their uncertainty when they turned to crowdsourcing.



Days after Gap announced they would be taking suggestions ‘from the audience’ as it were, the company folded, admitting its mistakes in not consulting its customers first. Gap reverted to its original design after announcing its new logo to the public. 



What Gap Got Right



It’s a shame that a well-intentioned attempt to shake things up a bit cost Gap so much money. To Gap’s credit, they were quick to notice the online criticism, which made a good example of how social media can be an ally and significant benefit to companies. More importantly, Gap wasn’t just quick to notice; they were quick to respond. Gap performed what is possibly one of the fastest branding turnarounds of all time when they reverted to their original design just six days after putting their new logo out into the public. 



Some people say Gap’s turnaround was so speedy that it’s suspicious. But with Tropicana’s mistake as recently as the year before, it’s possible that Gap was able to do what people are doing with Gap’s story now, and learned from others’ mistakes. Gap did all of that - released the new design, received criticism, tried to crowdsource, admitted defeat, and reverted to the original design - and they did it all in a week. Gap’s one-week-lived logo is a testament to how imperative it is as a company to be wary of but not afraid of social media and to remain reactive and engaged with your consumers.Don’t try to fix what isn’t broken]]>2079falsefullhttps://www.spreaker.com/episode/ep33-the-spooky-tactic-part-2--42101966


In the first part of this episode we cover:



* How ad tracking works* Why ad tracking exists and how advertisers use it* What companies like Google and Facebook know about you, just from following your digital breadcrumbs* The advantages of ad tracking for both marketers and consumers



In today’s episode we discuss:



* Main privacy violation rules* Cases of privacy violation that actually made it to court* Ethical aspects of ad tracking* How can the ad industry improve



There have been many attempts to create a single privacy protection standard: 



In Feb 2020, Kristen Gillibrand, Democratic senator from New York, proposed the creation of a Data Protection Agency. This federal agency would enforce US laws on data privacy and conduct investigations into potential violations.  As with any such legislation in the United States, the concerns of business and industry are weighed heavily (some would say far too heavily) in the process.  As of this recording, the Congress.gov website says the act was introduced on February 13th, was “read twice”, and was referred to the Senate Committee on Commerce, Science, and Transportation. It hasn’t been discussed or voted on since.



Out of Google, Facebook, Amazon, and Zoom, the worst offender when it comes to violating users’ privacy is arguably Facebook. Repeatedly, to concerns about users’ privacy, Mark Zuckerberg has issued statements or given testimony before government bodies, in which his response has essentially amounted to: get used to it. 



Zoom’s terms of service not only give it the right to extract data from users and their meetings, that data can (and does) also make its way to advertisers like Google. Since more and more public attention has been drawn towards ad tracking, and consequently to Zoom, in particular, the video call service has quietly rewritten its privacy policies.



Unsurprisingly, one of the companies that finds itself on the wrong side of protection issues the most often is Google.  In 2012 Google was ordered to pay $225 million to settle charges that claimed the company lied about user data privacy in Apple’s Safari browser.  In the fall of 2019, Google (and YouTube, which it owns) were fined $170 Million after being sued by the Federal Trade Commission and the Attorney General of the state of New York for illegally collecting personal information from children without their parents’ consent. 



In May of this year, the state of Arizona sued Google over allegations it illegally tracked Android users’ locations, even when they’d turned off location tracking settings.  Just this summer in June, Google was sued for $5 Billion for supposedly tracking “private” internet use. The class-action lawsuit alleged that Google was tracking millions of users’ activity even when their browsers were set in private or “incognito” mode. 



Marketers don’t need to steal private information to get what they need in order to barrage consumers with ads because most of it is signed over willingly when the user clicks ‘agree’ on the terms of service. Companies like Google and Facebook may (or may not) have their ulterior motives for violating privacy laws,]]>https://www.marketingrescuepodcast.com/?p=534Wed, 18 Nov 2020 17:16:26 +0000Marketing Rescue PodcastIn this episode, the guys continue the previous discussion about the evolution of digital analytics at a basic foundational level and the ethical considerations marketers should consider. Chad shares a personal story about being considerate of...


In the first part of this episode we cover:



* How ad tracking works* Why ad tracking exists and how advertisers use it* What companies like Google and Facebook know about you, just from following your digital breadcrumbs* The advantages of ad tracking for both marketers and consumers



In today’s episode we discuss:



* Main privacy violation rules* Cases of privacy violation that actually made it to court* Ethical aspects of ad tracking* How can the ad industry improve



There have been many attempts to create a single privacy protection standard: 



In Feb 2020, Kristen Gillibrand, Democratic senator from New York, proposed the creation of a Data Protection Agency. This federal agency would enforce US laws on data privacy and conduct investigations into potential violations.  As with any such legislation in the United States, the concerns of business and industry are weighed heavily (some would say far too heavily) in the process.  As of this recording, the Congress.gov website says the act was introduced on February 13th, was “read twice”, and was referred to the Senate Committee on Commerce, Science, and Transportation. It hasn’t been discussed or voted on since.



Out of Google, Facebook, Amazon, and Zoom, the worst offender when it comes to violating users’ privacy is arguably Facebook. Repeatedly, to concerns about users’ privacy, Mark Zuckerberg has issued statements or given testimony before government bodies, in which his response has essentially amounted to: get used to it. 



Zoom’s terms of service not only give it the right to extract data from users and their meetings, that data can (and does) also make its way to advertisers like Google. Since more and more public attention has been drawn towards ad tracking, and consequently to Zoom, in particular, the video call service has quietly rewritten its privacy policies.



Unsurprisingly, one of the companies that finds itself on the wrong side of protection issues the most often is Google.  In 2012 Google was ordered to pay $225 million to settle charges that claimed the company lied about user data privacy in Apple’s Safari browser.  In the fall of 2019, Google (and YouTube, which it owns) were fined $170 Million after being sued by the Federal Trade Commission and the Attorney General of the state of New York for illegally collecting personal information from children without their parents’ consent. 



In May of this year, the state of Arizona sued Google over allegations it illegally tracked Android users’ locations, even when they’d turned off location tracking settings.  Just this summer in June, Google was sued for $5 Billion for supposedly tracking “private” internet use. The class-action lawsuit alleged that Google was tracking millions of users’ activity even when their browsers were set in private or “incognito” mode. 



Marketers don’t need to steal private information to get what they need in order to barrage consumers with ads because most of it is signed over willingly when the user clicks ‘agree’ on the terms of service. Companies like Google and Facebook may (or may not) have their ulterior motives for violating privacy laws,]]>1939falsefullhttps://www.spreaker.com/episode/the-22-seconds-of-greatness--41841215


In today’s episode, we discuss what did Apodaca’s viral video does for him, “Dreams,” and Ocean Spray, and how do short form or viral videos impact marketing.



Apodaca’s video got many responses, and most of them were as wholesome as Apodaca’s video itself.



The lovable Apodaca inspired many remakes of the video, many of them also TikToks, as the content was a much-needed break for many from the barrage of negative election and coronavirus news.  All the remakes brought on a new surge in popularity of the song “Dreams,” which prompted Mick Fleetwood himself to create a TikTok account. Fleetwood created the account on October 4th for the sole purpose of posting a recreation of Apodaca’s video. Stevie Nicks joined the platform on October 14th to post a video of her own. 



Ocean Spray reached out to Apodaca on September 29th - just 4 days after he posted the video.



The stage was certainly set for Ocean Spray to jump in and acknowledge that their juice had inadvertently acquired global fame by responding to the video sooner. Instead, the brand played it cool. They planned and organized their response while the meme unfolded naturally and gained more and more popularity online. Two days after Mick Fleetwood himself had already joined the hype surrounding the viral video, Ocean Spray responded in the form of their chief executive Tom Hayes joining TikTok to post yet another recreation of the video.



When the video went viral, Ocean Spray reached out to Apodaca and learned that he had been longboarding in the video because he was on his way to work, and his car had broken down. Ocean Spray gifted Apodaca a cranberry-red truck stocked full of Ocean Spray Cranberry Juice. While this might be indicative of Ocean Spray plotting a long term marketing strategy, it also speaks to the immediate effects of the viral video. 



Events from late 2019 to the present have prompted many consumers to seek positive and uplifting content and interactions to combat what’s going on in everyday life. Fueled by COVID, there has also been a noticeable uptick in desire for more inclusivity and realness and over storytelling, and with many people working from home, storytelling has started to take on new forms. Those new forms expand from the hilarious and lighthearted to the educational, meaningful, and even life-changing. “New forms” of storytelling can also include creating or expanding mediums such as podcasts or short-form videos on platforms like TikTok.



What’s important for Ocean Spray and all companies wanting to stay engaged with their consumers and remain reactive is that platforms like TikTok - and arguably only TikTok - are changing how companies interact with consumers.  Apodaca’s viral video and its responses are a succinct example of why companies must connect with brand ambassadors - or just everyday consumers -  by listening to social media conversations and reaching out with responses and kudos.]]>https://www.marketingrescuepodcast.com/?p=502Wed, 04 Nov 2020 16:37:37 +0000Marketing Rescue PodcastNathan Apodaca, whose username is Doggface208, uploaded a video to TikTok on September 25th of himself skateboarding to Fleetwood Mac’s “Dreams” while drinking from a bottle of Ocean Spray Cranberry-Raspberry Juice. The video went viral and had over...


In today’s episode, we discuss what did Apodaca’s viral video does for him, “Dreams,” and Ocean Spray, and how do short form or viral videos impact marketing.



Apodaca’s video got many responses, and most of them were as wholesome as Apodaca’s video itself.



The lovable Apodaca inspired many remakes of the video, many of them also TikToks, as the content was a much-needed break for many from the barrage of negative election and coronavirus news.  All the remakes brought on a new surge in popularity of the song “Dreams,” which prompted Mick Fleetwood himself to create a TikTok account. Fleetwood created the account on October 4th for the sole purpose of posting a recreation of Apodaca’s video. Stevie Nicks joined the platform on October 14th to post a video of her own. 



Ocean Spray reached out to Apodaca on September 29th - just 4 days after he posted the video.



The stage was certainly set for Ocean Spray to jump in and acknowledge that their juice had inadvertently acquired global fame by responding to the video sooner. Instead, the brand played it cool. They planned and organized their response while the meme unfolded naturally and gained more and more popularity online. Two days after Mick Fleetwood himself had already joined the hype surrounding the viral video, Ocean Spray responded in the form of their chief executive Tom Hayes joining TikTok to post yet another recreation of the video.



When the video went viral, Ocean Spray reached out to Apodaca and learned that he had been longboarding in the video because he was on his way to work, and his car had broken down. Ocean Spray gifted Apodaca a cranberry-red truck stocked full of Ocean Spray Cranberry Juice. While this might be indicative of Ocean Spray plotting a long term marketing strategy, it also speaks to the immediate effects of the viral video. 



Events from late 2019 to the present have prompted many consumers to seek positive and uplifting content and interactions to combat what’s going on in everyday life. Fueled by COVID, there has also been a noticeable uptick in desire for more inclusivity and realness and over storytelling, and with many people working from home, storytelling has started to take on new forms. Those new forms expand from the hilarious and lighthearted to the educational, meaningful, and even life-changing. “New forms” of storytelling can also include creating or expanding mediums such as podcasts or short-form videos on platforms like TikTok.



What’s important for Ocean Spray and all companies wanting to stay engaged with their consumers and remain reactive is that platforms like TikTok - and arguably only TikTok - are changing how companies interact with consumers.  Apodaca’s viral video and its responses are a succinct example of why companies must connect with brand ambassadors - or just everyday consumers -  by listening to social media conversations and reaching out with responses and kudos.]]>2282falsefullhttps://www.spreaker.com/episode/the-beverage-with-a-shameful-past--41841216


In today's episode, we talk about an extremely well-known brand that has a very interesting, historical story. Now, what was once a concoction of scraps in the Third Reich, and then a fizzy brightly colored soda in Italy, is now a drink shared internationally by all types of people.



We discuss the importance of social responsibility in both - traditional marketing and nostalgia branding. When is it valuable to use 'good old times' and when better to leave the past in the past? 



Today's topic - CocaCola in Europe and the invention of Fanta. Did you know that Fanta originated as a Coca-Cola substitute during the American trade embargo of Nazi Germany, which affected the availability of Coca-Cola ingredients, in 1940?  



By 1933 Max Keith, a German-born man described as an “imposing leader” became the head of Coke's subsidiary. After he took over, it went from selling 100,000 cases of Coca-Cola in 1933 to over 4 million in 1938.



From around 1936 to about 1940 the German economy was booming. During that time Keith paid extra attention to marketing Coca-Cola to the hardworking people of his country. To do this, he had to establish the reputation of Coca-Cola in Germany which meant adapting the brand so that it wasn’t seen as an American icon, but as a brand fit for German consumption. Before he took over the company in 1938, Keith saw an opportunity for the rebranding he had in mind. One of Keith’s first marketing triumphs for the company was supplying massive amounts of Coke to the 1936 Berlin Summer Olympics.



Keith’s aggressive and effective marketing at the 1936 Olympics featured more than just the Coca-Cola logo. Like most brands in Germany at the time, their logo appeared beside waving banners emblazoned with swastikas. His efforts to rebrand Coca-Cola in Germany involved taking steps to identify Coke with Nazism, including sending sales teams to mass patriotic events.



In 1940, Keith’s chemists invented Fanta. With little to no soft-drink alternatives, Fanta exploded in popularity. Nevertheless, after the Allies entered Germany in 1945, the production of Fanta ceased. Keith then handed over the profits of his creation to Coca-Cola headquarters in Atlanta and when the German and Dutch Coca-Cola branches were reunited with their parent company Fanta production was discontinued entirely.



In 2015, Coca-Cola launched this ad celebrating Fanta's 75th anniversary. The ad references the drinks Nazi History The company faced critical backlash for its apparent reference to World War II-era Germany as the "Good Old Times." Specifically, the ad says, “This German icon turns 75 years old. And to celebrate this, we are bringing back the feeling of the Good Old Times with the new Fanta Classic.” In response to the backlash following the ad, Coca-Cola took the video down and issued a formal apology.  From Fanta's origin, we learn what happens when necessity meets moral ambiguity. Max Keith needed a product to sell and did the next best thing to creating something out of thin air by creating one out of scraps. Keith is also an example of how the determination to keep a company afloat during a trying time can pay off in the long run.From Fanta’s 75th Anniversary, we learn that companies have to be careful when using phrases like “The Good Old Times” in advertising in case the times they’re referencing refer to times of rampant sexism, racism, oppression, war, or genocide. When it comes to long-standing companies or companies with questionable origins, it might be better to leave the nostalgia behind.]]>https://www.marketingrescuepodcast.com/?p=496Wed, 28 Oct 2020 18:01:49 +0000Marketing Rescue PodcastWe are happy to share the 30th episode of The Marketing Rescue Podcast with you! In today's episode, we talk about an extremely well-known brand that has a very interesting, historical story. Now, what was once a concoction of scraps in the Third...


In today's episode, we talk about an extremely well-known brand that has a very interesting, historical story. Now, what was once a concoction of scraps in the Third Reich, and then a fizzy brightly colored soda in Italy, is now a drink shared internationally by all types of people.



We discuss the importance of social responsibility in both - traditional marketing and nostalgia branding. When is it valuable to use 'good old times' and when better to leave the past in the past? 



Today's topic - CocaCola in Europe and the invention of Fanta. Did you know that Fanta originated as a Coca-Cola substitute during the American trade embargo of Nazi Germany, which affected the availability of Coca-Cola ingredients, in 1940?  



By 1933 Max Keith, a German-born man described as an “imposing leader” became the head of Coke's subsidiary. After he took over, it went from selling 100,000 cases of Coca-Cola in 1933 to over 4 million in 1938.



From around 1936 to about 1940 the German economy was booming. During that time Keith paid extra attention to marketing Coca-Cola to the hardworking people of his country. To do this, he had to establish the reputation of Coca-Cola in Germany which meant adapting the brand so that it wasn’t seen as an American icon, but as a brand fit for German consumption. Before he took over the company in 1938, Keith saw an opportunity for the rebranding he had in mind. One of Keith’s first marketing triumphs for the company was supplying massive amounts of Coke to the 1936 Berlin Summer Olympics.



Keith’s aggressive and effective marketing at the 1936 Olympics featured more than just the Coca-Cola logo. Like most brands in Germany at the time, their logo appeared beside waving banners emblazoned with swastikas. His efforts to rebrand Coca-Cola in Germany involved taking steps to identify Coke with Nazism, including sending sales teams to mass patriotic events.



In 1940, Keith’s chemists invented Fanta. With little to no soft-drink alternatives, Fanta exploded in popularity. Nevertheless, after the Allies entered Germany in 1945, the production of Fanta ceased. Keith then handed over the profits of his creation to Coca-Cola headquarters in Atlanta and when the German and Dutch Coca-Cola branches were reunited with their parent company Fanta production was discontinued entirely.



In 2015, Coca-Cola launched this ad celebrating Fanta's 75th anniversary. The ad references the drinks Nazi History The company faced critical backlash for its apparent reference to World War II-era Germany as the "Good Old Times." Specifically, the ad says, “This German icon turns 75 years old. And to celebrate this, we are bringing back the feeling of the Good Old Times with the new Fanta Classic.” In response to the backlash following the ad, Coca-Cola took the video down and issued a formal apology.  From Fanta's origin, we learn what happens when necessity meets moral ambiguity. Max Keith needed a product to sell and did the next best thing to creating something out of thin air by creating one out of scraps. Keith is also an example of how the determination to keep a company afloat during a trying time can pay off in the long run.From Fanta’s 75th Anniversary, we learn that companies have to be careful when using phrases like “The Good Old Times” in advertising in case the times they’re referencing refer to times of rampant sexism, racism, oppression, war, or genocide. When it comes to long-standing companies or companies with questionable origins, it might be better to leave the nostalgia behind.]]>2315falsefullhttps://www.spreaker.com/episode/ep28-the-brand-that-became-cool-again--41599554https://www.marketingrescuepodcast.com/?p=473Wed, 14 Oct 2020 20:01:08 +0000Marketing Rescue PodcastIn this episode, the guys chat the importance of focusing on the core of your business and the importance of digital solutions to real-world problems. Nico talks about the history of the burrito, and Chad tries to disconnect from politics for a moment.2176falsefull