Tag: CPG
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General Mills Fights Deepfakes on Social Platforms
General Mills wants to cut misinformation out of a balanced media diet. The food maker announced today a new partnership to combat it on social media platforms, including TikTok, YouTube and Facebook. General Mills will start measuring disinformation on social media sites by using Zefr, an independent measurement and verification firm, which will report how…
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How Diageo is using AI to halve the price of 1,000 ad impressions
The drinks conglomerate has been embedding artificial intelligence into its marketing functions after finding efficiencies, with CreativeX analyzing and optimizing creative for Diageo every three minutes. Full story at The Drum
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Coke Leans into Generative AI for User Generated Content
Coca-Cola has unveiled a website where people can create digital art by using artificial intelligence tools and Coke icons, with an eye on selecting the best pieces to adorn billboards in New York and London. The “Create Real Magic” launch makes Coca-Cola the first company to use the latest versions of DALL-E and ChatGPT to…
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Pepsi links gamified AR to packaging, social as part of global soccer push
Pepsi launched an international marketing campaign that brings together four soccer superstars, according to details shared with Mobile Marketer. Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling converge in a 60-second spot, “Play Never Stops,” at the center of the effort running in more than 80 countries. The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they…
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Coca Cola uses light up packaging in Star Wars tie up
Coca Cola combines packaging innovation with a scavenger hunt for a really interesting campaign timed to the release of the latest Star Wars movie. The combination of e-ink, QR, RFID and augmented reality promises to continually drive an evolution in packaging. All of these technologies have tremendous potential to help bridge the gap between the…
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Coca-Cola activates holiday packaging with AR polar bears
Brand usage of Augmented Reality continues to grow, and this is a great example of a CPG brand leveraging product packaging to trigger a fun – if a bit gimmicky – experience for consumers. <div class="sqs-video-wrapper" data-provider-name="YouTube" data-html="”> Full story at MobileMarketer.
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Modelo enlivens Day of the Dead murals via AR
I continue to find it surprising that more brands aren’t using mobile to activate other media channels. It’s a tremendous missed opportunity. When a user sees something interesting out in the world, they’re likely to open up the phone and search for it. Why not make that an easier and more engaging experience? The barriers…
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Mondelez breaks into voice-activated e-commerce with Amazon Alexa
This is interesting. It’s the first time I’ve seen a brand activation on Alexa that (apparently) doesn’t require a custom skill. Sure, you can use voice to order specific brands via Amazon, but supposedly with this execution users can say “Alexa, what’s new with Oreo?” to hear the latest news about the brand, including new…
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Coca-Cola cans activate animated stories in AR
For years, it seemed as though mainstream marketers were ignoring the potential to leverage product packaging to activate compelling mobile brand experiences. It still doesn’t seem as widespread as it ought to be, but it does feel like we’re starting to (finally) see some more examples. Witness this Coca-Cola example, and others highlighted in the…
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Microsoft-powered AI helps create new whisky recipes
Geekwire covers another interesting example of human and machine collaboration. This time, Mackmyra, a Swedish whisky distillery, turned to Microsoft and a Finnish technology consulting firm called Fourkind to create novel whisky recipes for master blender Angela D’Orazio. At this stage, these sorts of collaborations seem a bit gimmicky – it seems as though the…
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Snickers earns 42M views from Holler’s branded stickers
Amidst increasing ad avoidance behavior, some brands continue to play with non-interruptive strategies. To put it another way, if you can’t buy attention anymore, you have to earn it – by creating content that people seek out rather than try to avoid. One channel that does this well is branded stickers, GIFs and emojis for…
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Winery implements NFC-driven ‘Tap the Cap’ to give Consumers In-Store Information
Boen wine is inviting consumers to “tap the cap” of their Napa Valley bottles to get information about that wine they’re thinking of buying. They can continue to get other specific info — like suggested food pairings, a tour of the vineyard farmhouse and other social media features — once they’re home by entering a…
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PepsiCo Tests Snack-Vending Robots On Campus
PepsiCo is testing the use of vending robots to deliver its Hello Goodness snacks portfolio to students across the campus of the University of the Pacific in Stockton, Calif. The company says it’s the first major food or beverage maker in the United States to put order/delivery robots in action. Via MediaPost.