Corona and Kraken
In this month’s blog, we study two effective PR campaigns we liked from February, and another which could do with a re-work!
Corona: Gift the Ocean
Alcohol brand, Corona, formed a partnership with coral restoration company, Coral Vita, to allow people to “adopt and gift” coral in time for Valentine’s Day. The coral was grown on land before being distributed into its natural habitat. The species were selected for their speedy growth, maximising the positive impact on ocean reefs. The campaign was launched following research from the brand that found 62% of those surveyed have thrown away an unwanted gift, with only 14% considering the environmental impact of gifts they buy. The initiative aimed to counter this challenge, enabling people to give gifts that benefit planet, rather than harm it.
What we liked:Corona’s sales took a sharp downturn during the pandemic due to its unfortunate namesake, and this campaign offered a perfect opportunity to reaffirm the brand’s true values and align Corona more closely with a sustainable message. The timing was perfect, capitalising on human love for each other, and the planet – something that has become even more important to many during the pandemic. By partnering with a sustainable gifting platform, Corona has successfully communicated its core brand values and improved its attractiveness to eco-conscious buyers.
Kraken: All-jellyfish tasting menu
Kraken rum has a reputation for being an acquired taste. In a move that fully embraced this USP, the brand launched the “world’s most unusual Valentine’s Day dinner” this February, in the form of an all-jellyfish tasting menu. The at-home meal kit contained three jellyfish-inspired courses, a Kraken cocktail, and Kraken-inspired crockery. An ocean projector was also provided, to give the meal an underwater feel.
What we liked: For premium drinks brands, image is everything. Often, a buyer’s decision is made by simply studying the bottle, long before they sample what’s inside. Kraken’s visuals and message rely on a dose of mystery, with the dark colour of the rum contemplated by two tentacle-style handles. This clever campaign allowed Kraken to fully ‘own’ its reputation of being dark, mysterious, and unusual by replacing the traditional warmth and colour of Valentine’s Day dining with a unique, immersive experience.
Carex: Life’s a handful
This campaign’s concept was simple – to inform viewers of the importance of regular handwashing, for both themselves and their children. Former Girls Aloud star Kimberley Walsh’s house was tested for bacteria, with a microbiologist on hand to add some credibility to the message.
What to learn: Whilst the intentions of this campaign are undoubtedly good, the integrity is somewhat undermined by the research that underpins the campaign. It states one third of parents have found it harder to ensure their kids maintain good hand hygiene since the start of the pandemic. In other words, two thirds of interviewees have had no problems. Whilst backing up a PR campaign with facts is a great way to add weight to an initiative, it is important that the data used is strong enough to demonstrate a real challenge or problem – otherwise the relevance of the campaign is called into question.
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