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<p>This is BRLO-iant work! I love how they remade this to champion their every man. Timing is everything for these. Jumping on them quickly AND releasing it strategically. This one timed for awards season when Bear was getting action. </p><p>Seems like a missed opportunity for laundry detergent to show how Jeremy keeps those tighty whities so white.</p><figure id="figure-ykwhng4za9lsc4rigi" class=""><iframe id="ykwhng4za9lsc4rigi" src="https://www.youtube.com/embed/Cy0NpQvQid0" class="w-full bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtu.be/Cy0NpQvQid0?si=RpQVeA9eFAjPt9aP" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/Cy0NpQvQid0" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>

BRLO to Calvin Klein: "hold my beer...literally."

<p><strong>Brands Who Don’t Support Jenni Hermoso Can Kiss Off</strong></p><figure id="figure-rrj8pe2gkpllxvxykq"><img id="rrj8pe2gkpllxvxykq" src="https://cdn.durable.co/blocks/eEz3qDH6hTHN5EHRXs3AK6D9ghkKnPHV8J37TEoaSq4gtWKYRYrF9GPl1hEuAWw4.png" alt="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="no-rounded" data-aspect="16:9" data-caption="If your brand uses " data-positionx="undefined" data-positiony="undefined" data-mce-src="https://cdn.durable.co/blocks/eEz3qDH6hTHN5EHRXs3AK6D9ghkKnPHV8J37TEoaSq4gtWKYRYrF9GPl1hEuAWw4.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Brands that use women's sports for marketing better put their mouth where their money is in this case. Photo credit: Eurasia Sport Images/Getty Image</figcaption></figure><p><br></p><p>There’s been an uptick in coverage and investment in women’s professional sports. As a result, many brands have taken on the barriers and biases of “women in sports” as a cause marketing platform. Yes, obvious brands like Nike, Under Armour and Adidas but non-athletic brands like Frito-Lay and Hilton.</p><p>As news of Luis Rubiales’ forced kiss on soccer star Jenni Hermoso makes waves, I can’t help but notice many of these brands have been unusually quiet. Any brand who has used women’s sports equality for marketing purposes had best speak now or forever say goodbye to your piece of the billion-dollar pie. <a href="https://www2.deloitte.com/xe/en/insights/industry/technology/technology-media-and-telecom-predictions/2021/womens-sports-revenue.html" data-mce-href="https://www2.deloitte.com/xe/en/insights/industry/technology/technology-media-and-telecom-predictions/2021/womens-sports-revenue.html">That’s right, women’s sports will cross the billion-dollar revenue mark in the coming years, according to Deloitte.</a></p><p>It’s not just your polished and carefully worded manifesto videos that consumers respond to. They also take notice of brands who put their money where their mouth is when the going gets tough. So, here are three easy ways brands who claim to support women’s sports can prevent becoming an ASS.</p><ol><li><strong>A</strong>cknowledge: This is literally international news. You must acknowledge what happened and how it’s representative of the inequality in women’s sports your brand has been fighting for.</li><li><strong>S</strong>upport: Whether it’s a supportive post, donation in her name to a relevant non-profit or a stand against the Spanish Football Federation, your brands should show support for Jenni Hermoso.</li><li><strong>S</strong>erve: Brands can’t just make flashy ads and throw around sponsorship dollars, they need to take action to advance equality in women’s sports. Remind consumers of what you are doing for the cause and how they can participate. If you don’t have anything to point to then start thinking about the skills and strengths of your organization and how to harness them for change.</li></ol>

Brands Who Don’t Support Jenni Hermoso Can Kiss Off

<p>Toothpaste commercials are famous for saying “four out of five dentists recommend Brand X.” We’ll in my home, two out of three children will only brush their teeth with Tom’s of Maine Strawberry toothpaste. For anyone who knows the daily battle of getting kids to brush their teeth, you will understand this is the stronger endorsement. So, when I needed to restock on kids’ toothpaste, I knew I was in for trouble when I saw… dun dun duuun… a packaging refresh! It took some of my best parenting and a lot of patience to convince my kids it would taste EXACTLY THE SAME.</p><p>And so, this inspired the first of what will be a regular series called I.W.H. (I Would Have), as in, if they’d asked me, I would have told them to put together a plan to communicate the upcoming change to parents. It could look like this:</p><figure id="figure-e43tznklwrljyjf2ex"><img id="e43tznklwrljyjf2ex" src="https://durable.sfo3.cdn.digitaloceanspaces.com/blocks/alVGrfmQ2iQ0HwIvPPYF9BT1FtneDKiAriS8NX3ieDFxNJ1qg6CE5bvUJTdcRyGN.jpg" alt="communicating a package redesign" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: undefined 80%;" data-corners="no-rounded" data-aspect="1:1" data-caption="The tube on the left is the redesigned kid's toothpaste." data-positionX="undefined" data-positionY="80%"/><figcaption class="body-normal text-gray-500 mt-2">The tube on the left is the redesigned kid's toothpaste.</figcaption></figure><h2>1. Let Your Fans Know First</h2><p>Get your fans excited about the new look by giving them a sneak peek on social.</p><h2>2. Get the Word Out</h2><p>Do some inexpensive IG advertising targeting parents to prepare them for the upcoming change. Depending on brand voice, this could take a funny, sarcastic, serious or sympathetic tone.&nbsp;</p><h2>3. Provide Proof</h2><p>Offer resources for parents to reassure their kids it’s the same product. In this case, a short Blippi-style video from the “toothpaste lab” to show the same toothpaste going into the tubes and meeting the package designer could be fun content for kids.</p><h2>4. Offer a Digital Coupon</h2><p>Reduce the risk for parents in buying. Again, depending on brand, humor could be used. “We know change can be hard. Here’s something to make it easier.</p><h2>5. Generate UGC for the New Design</h2><p>How? In this case, maybe a contest for kids to name the Strawberry character. “Post a photo of the new bottle along with your name suggestion for a chance to win.”</p><figure id="figure-963u2d590gljyiddl0"><img id="963u2d590gljyiddl0" src="https://durable.sfo3.cdn.digitaloceanspaces.com/shutterstock/16gKEil2veBKBFIxhUFWY5SHUrULHjWAlJAVXKKIl7XbYO8KbLjOxJvcLwpO4iPe.jpeg" alt="communications plan for packaging refresh" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="no-rounded" data-aspect="1:1" data-caption="" data-positionx="null" data-positiony="null" data-mce-src="https://durable.sfo3.cdn.digitaloceanspaces.com/shutterstock/16gKEil2veBKBFIxhUFWY5SHUrULHjWAlJAVXKKIl7XbYO8KbLjOxJvcLwpO4iPe.jpeg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"></figure><p><strong>Remember:</strong> Redesigned packaging is an exciting brand moment but for consumers, it can evoke anxiety. For any kids product, especially those associated with rituals like eating, sleeping, brushing, show parents you “get them” by communicating the change ahead of time so they can reassure kids that it’s the same product.</p>

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BRLO to Calvin Klein: "hold my beer...literally."

Brands Who Don’t Support Jenni Hermoso Can Kiss Off

Brush Up on Package Change Comms