Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Time stamps:

0:00 - Introduction

2:56 - Measuring the relationships between brands and AI Models

06:11 - The rise of brand refreshes over splashy ads

09:30 - Diageo's commitment to marketing investment

11:48 - Partnerships between media agencies and research firms

19:06 - Ad of the Week - CeraVe New Campaign

25:57 - Coming up next week

In The News Links:

Measuring the relationship between brands in AI models and market share

Source: WARC

Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684

Why marketers keep refreshing brands instead of betting on splashy ads

Source: Marketing Dive - Opinion Piece

Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/

Diageo commits to ‘strong’ marketing investment as efficiency improves

Source: Marketing Week

Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/

Omnicom Media Group strikes a deal with a top marketing research body

Source: More About Advertising

Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/

Marketing Moment:

A marketing Case study

Alka Seltzer

Plop Plop Fizz Fizz

Background

• In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers

• They associated the product with over-indugence

• Needed a new strategy to revitalize sales

• Hired Tinker & Partners

• Previous campaigns focused on speed of relief - no matter what shape your stomach is in

Insight

• Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign

• Added the jingle, suggested how to use the product with Plop Plop (2 tablets)

Result

• Sales nearly doubled overnight

About Mary

Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company

Ad of the week:

CeraVe takes on soap operas in new genre-spoofing campaign

Video: https://www.youtube.com/watch?v=JNNwE-GZC_A

• CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive.
• The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms.
• Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.