Welcome back to the Trident Monthly round-up!
The aim of these monthly posts is to keep you abreast of all the weird and wonderful news and insights to come out of the world of marketing. Every month, our team will pick our favourite campaigns, brand insights and marketing trends that you can use to enhance your marketing knowledge or even as inspiration to delight your audience.
So let’s get cracking with our top stories from April!
Largest French Arjo mill to liquidate
Kicking things off with some important news coming from the world of print, the Arjowiggins site in Bessé-sur-Braye will go into liquidation, leading to the loss of 580 jobs, while a sale has been agreed for the Château-Thierry plant alongside a partial sale of the Bourray operation. French media reported the decision of the Commercial Court of Nanterre today (29 March), which comes after attempts to find a buyer for the French business failed. Swedish paper group Lessebo, understood to be a leading bidder, had pulled out of the race “a few weeks ago” according to reports in La Parisien, which has forced the Bessé plant to liquidate.
The French sites went into receivership in January, with Arjo’s UK sites equally courting buyers while in administration. In the UK, Arjowiggins Creative Papers is now working with a preferred bidder on a sale likely to complete in April, although Arjowiggins Graphic remains in limbo as the administration process moves forward.
Source: Print Week
Turkish Airlines Rebrands
This year is proving to be a year full of rebrands, and Turkish airlines is the latest brand undergoing refurbishment. The Airline has refreshed its brand identity, refining its bird symbol and adopting a new wave graphic that looks to reflect the seven continents of the world.
The new branding features a refined version of the goose symbol encapsulated within the roundel, which is now a flat red colour. The goose has been tweaked, sitting at a more diagonal angle, and is smaller in size, no longer reaching the edges of the circle. Red and white have been used to represent economy class, while a combination of rose gold and black is the core palette for business class.
We like this rebrand as we feel the overall look and feel makes it still recognisable, however, the extra touches added, now take the brand to the next level. The integration of digital assets and media has clearly been taken into consideration and complements the rest of the designs.
Source: Design Week
McDonald’s “Peely Peely”
The aim of these monthly posts is to keep you abreast of all the weird and wonderful news and insights to come out of the world of marketing. Every month, our team will pick our favourite campaigns, brand insights and marketing trends that you can use to enhance your marketing knowledge or even as inspiration to delight your audience.
This advert has caused a few laughs around the office already.
It portrays a man struggling with the fear of missing out and realising how out of the loop he is with a new social phenomenon of people wiggling their forefingers saying “Peely Peely?”.
It becomes clear that everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The campaign will also run on immersive binaural radio – a first for McDonald’s – and a bespoke TV spot to run during Britain’s Got Talent on ITV.
A great example of simple, yet effective campaign, that reminds us the McDonald’s monopoly is back!
Source: Campaign Live
Ingenious Print Marketing From Israel
Israeli energy company launched this print ad to promote green energy. The print ad just seems like a simple black-and-white drawing. However, when you hold it up to sunlight, vibrant colors appear.
This is a great example of an SME using print marketing to engage with their audience in a way that wouldn’t be possible with digital marketing. The tactile and inventive way this advert can connect with their potential customers is unmatched by other channels of marketing.
Don’t Bring Mum Flowers
Knife crime, especially in London is a particularly hot topic at the moment, with what seems a new stabbing incident occurring in the capital city every day. The charity ‘Lives Not Knives’ is trying to tackle this issue head on to discourage young people from carrying knives in a tactical ad for Mother’s Day. The message of “Don’t bring mum flowers” was displayed in funeral flower wreaths on a hearse, which drove around residential areas before visiting Parliament Square in London.
The campaign visual is definitely hard hitting and inventive in the way it has been launched, we hope that the charity manages to achieve the desired results from it.
Source: Campaign Live
Written By Adam Burrage
Managing Partner at Trident
