The week in brief
Soft drink adverts a success
Britvic’s annual Soft Drinks Review found that “heavyweight marketing campaigns” helped low-sugar soft drinks like Coke Zero and Pepsi Max to post a rise in the value of sales last year. While the rest of the diet soft drink segment saw a marginal decline, high-budget advertising was found to have helped the big brands buck the trend.
Lego to launch new campaign
Following on from its recent cinematic success, Lego is set to partner with Cartoon Network and SuperAwesome to help launch its new Mixels toy range. In an attempt to drum up interest in the new line, Lego is releasing online games and cartoons featuring Mixels characters across multiple platforms.
The end of the #hashtag?
Social media marketers were given a shock last week when Twitter’s head of news Vivian Schiller hinted that the hashtag may soon be a thing of the past. It is believed that the company’s top brass are concerned that the site’s various idiosyncracies (including the @ sign) can make the service seem opaque to outsiders. It’s not yet clear whether Schiller was speaking out of turn.
Adidas teams up with Pharrell
Sports brand Adidas has announced a tie-up with musician Pharrell Williams, whose recycled clothing company Bionic Yarn will develop pieces for a new Adidas line. “Working with a brand like Adidas is an incredible opportunity,” Williams said.
Adam & Eve takes top prize
Adam & Eve/DDB was named Agency of the Year at last week’s British Arrows advertising awards. McDonald’s was handed the prize for Advertiser of Excellence, while Bartle Bogle Hegarty’s Nick Gill was given the Chairman’s Award.
Ad of the week
The charity Guide Dogs is launching its new Sponsor a Puppy TV campaign this week. Focusing on the close bond between guide dogs and their visually impaired owners, the advert will encourage viewers to donate in order to help pay for the training of puppies, which costs around £50,000 per course. None of the dogs seem at all camera shy.