Adweek October 1, 2018의 목차

In the world of beer advertising, emotional attachment is everything. Marketers are often trying to sell consumers feelings—game-day excitement, nightclub cachet, good times with friends—as much as they are the beverage itself. But if the two aren’t intrinsically connected, the advertiser risks producing emotional ambiguity. That was the dilemma that startup Spark Neuro’s researchers had in mind as they monitored the brain activity, heart rate and palm sweat levels of beer commercial test-viewers recently on behalf of an unnamed major brewery conglomerate. The advertiser had strong emotional creative, but it didn’t seem to generate a thirst for beer. The team’s solution: adding exaggerated fizzing sounds of pouring a beer, which tests showed snap viewers’ attention back to the product. “If you ever pour beer from a tap into a glass,…

As marketers work to counter the perception that marijuana is only for potheads, there’s a similar battle being fought on the CBD front—even though the product doesn’t get users high. More formally known as cannabidiol, CBD is usually derived from hemp or marijuana and has only trace amounts of THC (the psychoactive element that gets people stoned). Even when THC is barely present, CBD products are non-intoxicating and are mostly used for health and therapeutic purposes. Products range from skin products to edibles and even beverages. Coca-Cola is reportedly in talks with Canada’s Aurora Cannabis to develop drinks containing CBD. “We are closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness beverages around the world,” Coca-Cola spokesman Kent Landers told Bloomberg News. CBD products are legal…

In a new snarky spot, Ryan Reynolds launched a gin partnership with Richard Branson, who immediately regretted it. On Tuesday, Virgin Atlantic released a video announcing its exclusive U.K. airline partnership with Aviation American Gin, which will be served on the airline’s flights and in its clubhouses. Reynolds, however, is more dead set on a complete merger between the two companies leading to a combined entity known as “AviaVirgination.” This, of course, isn’t exactly the case, but Branson plays along with the gag—although he becomes increasingly frustrated and ends up storming off the set.…

When was the last time you woke up saying, “I’d love to chat with my insurance company?” That probably hasn’t happened. Messaging with a business is not the same as messaging with a friend. You’re not reaching out to your cable provider to send them the latest meme or tell them about that funny thing that happened last night on the train. You have a problem or a question, and you want it taken care of. So, how do businesses use messaging to be conversational but not intrusive? How do they provide utility for people while also driving results for their brand? This shouldn’t come as a surprise, but the answer lies with your customers. When thinking about your messaging strategy, it really comes down to digging into why people…

Michimasa Fujino always knew he wanted to be an engineer. “I wanted to build and design things,” he said. “When my parents were starting to build their house, I participated in the design and building of the model of the house.” He was 11. After graduating with a doctorate in aeronautical engineering from the University of Tokyo, Fujino joined Honda R&D’s automotive division in 1984 and, now the president and CEO of Honda Aircraft, he has worked for Honda ever since, both in engineering and branding. When Honda initiated research into aircraft in 1986 to fulfill a dream of founder Soichiro Honda, Fujino transferred to the airplane division and moved to Starkville, Miss., to join a Honda research team at Mississippi State University. “It was so different from life in…

Who Pum Lefebure, co-founder, CCO; Jake Lefebure, co-founder, CEO What Creative agency Where Washington, D.C. 1 The “Never Stand Still” campaign for Hong Kong Ballet’s 2018-19 season gave ballet a cool spin. 2 A filmed search for Karl Lagerfeld’s cat, Choupette, was part of the designer and Jaspal’s “Paris to Bangkok” campaign. The collection nearly sold out three days after launch. 3 A narrative about a family business that can be expanded over the years was developed for Georgetown Optician.…

A security breach at Facebook has affected nearly 50 million of the social media platform’s users, Facebook said Friday. The company discovered the breach on Tuesday, informed law enforcement on Thursday and is cooperating with the FBI, Facebook vp of product management Guy Rosen told reporters on a call Friday afternoon. The full extent of the breach is not yet known, but Rosen said attackers tried to access users’ personal information—like names, genders and hometowns—and that they would have been able to access accounts and act as the account holders. Facebook has not yet identified the attackers. Rosen said Facebook “may never know” who was behind the attack.…

The ad opens to a group of millennials wandering through the woods, the sun glistening through the trees as they blissfully stroll to a field of flowers. Upon their arrival, a montage reveals the idyllic day ahead of them: They laugh, picnic, play chess, take pictures and later huddle around a campfire to cap off the night. With its emphasis on aspirational but relatable lifestyle, the spot has all the makings of a beer campaign or an ad for a clothing line—until the end, when the screen flashes the words “Fireside Cannabis.” What you’ve just witnessed is an ad for a weed product—and with the cannabis industry booming and showing no signs of slowing, there will be much more where this came from. Constellation Brands, the beverage giant behind Corona,…

Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 33 times a year 1 issue in December; 2 issues in February, June, July and August; 3 issues in January, March, April, May, and November; and four issues in September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4100. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299 per year. All other foreign subscriptions are $349 (using air mail). Subscription inquiries: (844)-674-8161; outside the U.S.: (845) 450-5203. Registered as newspaper at the British Post Office. Canadian Publication Mail Agreement No. 41450540. Return undeliverable Canadian addresses to: MSI, PO BOX 2600, Mississauga, On L4T OA8. Periodicals postage is paid in New York, NY, and additional mailing offices. Postmaster: Send all…