About The Podcast:

Bold brands are always taking chances on creative ad campaigns and salacious PR stunts to stand out from the crowd to get customers’ attention and money.

Join marketing junkies Melissa & Alexis weekly for some creative inspiration as they explore crazy marketing moments in history that, whether they flourished or failed, got the world’s attention. They break down the details to find out: Will It Stick?

About The Hosts:

Alexis Krisay and Melissa DiGianfilippo are marketing junkies at their core. The long-time friends also happen to be business partners since 2008 when they started their PR, creative & marketing agency Serendipit Consulting. Based in Phoenix and serving clients nationally, Serendipit is a full-service creative and PR agency that practices Ideation Evolution – the process of blending imagination with core values to produce a continual state of creativity and consistency in an organization or culture.

Serendipit’s clients are constant creators – leaders who are in pursuit of challenge and change. They want to win without compromising their values and have fun along the way. From the development of eye-catching creative campaigns to the implementation of KPI-driven marketing to making sure the right people know the brand’s story – Serendipit partners with clients to get results.

Episodes

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058: Pride Campaigns – Round 2

This is the second round of our Pride Campaigns series. This time, we take a look at the OG brands who came out with LGBTQ+ focused ads before it was really the norm, and for some brands, before it was even socially acceptable at all. From Ray Ban to Ikea, you'll be surprised to learn about how these brands took big risks to take a stand.

Episode Summary:

Welcome to Will It Stick? podcast, where hosts Melissa and Alexis cover creative advertising campaigns, PR stunts, and marketing activations that brands of all shapes and sizes pull, and dive into the research and data to understand if it worked and of course ... Will It Stick?

As we know from our recent episode, we’re coming into Pride month, which gives brands an opportunity to express their stance and support for the LGBTQ+ community. Advertising around pride. Just like when we talked about the brands and breast cancer awareness episode…this also brings about some obvious issues in how brands utilize Pride Month to sell products instead of actually doing anything that makes an impact.

So many brands are just creating a rainbow version of a product and not making any effort to donate funds or raise actual awareness…they are just jumping on the bandwagon.

According to a recent Forbes article by retail writer Katie Baron, the number of LGBTQ+ consumers predicted to hit 1 billion globally by 2050, with Gallup’s 2022 study revealing 7.1% of Americans already identify as such (57% of whom classify themselves as bisexual). Importantly, roughly 21% of all adult Gen Z Americans now identify as LGBTQ+, indicating a distinct shift towards a post-heteronormative society, or certainly more genreless future generations. Globally, it’s estimated that global LGBTQ+ spending is around 3.7 trillion annually (in the US it’s the fastest growing ‘minority’ segment at $1.4 trillion yearly) while 85% of LGBTQ+ Americans feel corporations should support LGBTQ+ equality, theoretically legitimizing brand involvement.

But, today I wanted to highlight some of the brands that have been early supporters of the LGBTQ+ community, and not just around PRIDE Month in June. These brands took a stance early before it was a bandwagon….and it was a risk. We talk about: United Colors of Benetton, Ikea, Ray Ban, Tiffany & Co and Unilever.

Ikea's Dining Room Table Commercial

Listen Now:

Resources:

Follow Will It Stick on Instagram and check out our website.

https://www.thedrum.com/news/2021/06/09/why-unilever-localised-pride-push-5-us-cities-ranked-worst-lgbt-people

https://www.prnewsonline.com/pride-ad-anxiety https://www.adobe.com/express/learn/blog/9-iconic-lgbtq-advertising-campaigns-pride-marketing

https://www.adobe.com/express/learn/blog/9-iconic-lgbtq-advertising-campaigns-pride-marketing

057: Roundup: Best Corporate Pride Campaigns

June is Pride Month! For brands, that means a big opportunity to show support and raise funds and awareness to continue to make real change. In this episode, we cover some of the most interesting recent brand Pride campaigns and partnerships including Skittles, Absolut Vodka, H&M, Lego, and Mercado Libre.

056: Mountain Dew: Do the Dew

Mountain Dew is one of the most famous beverages in the world. Today, we associate Mountain Dew with action sports, but did you know that the brand's first mascot was Willie the Hillbilly? Basically, 2022 would cancel Mountain Dew if Willie was still around! Mountain Dew is most definitely one of the biggest risk-takers when it comes to marketing stunts, activations, and campaigns. From bogus focus groups to creating weird products for super fans, to a weird yet iconic Super Bowl commercial featuring a Puppy Monkey Baby, Mountain Dew keeps fans on their toes!

055: Dos Equis & The Most Interesting Man in the World

This campaign by Dos Equis has a backstory you would never have imagined... it was essentially created out of spite and ended up being one of the most iconic and memorable ad campaigns. The Most Interesting Man in the World took Dos Equis from an obscure Mexican beer with so-so regional sales to be one of the leading beers in the U.S.

054: INTERVIEW: Todd Davis of Lifelock and The Power of a Bold PR Stunt

In 2007, Todd Davis the CEO of Lifelock decided to do something BIG to capture the attention of the millions of Americans he wanted to use his identify theft protection software. He shared his social security number with the world because he was so confident in the strength of his product and the result was insane. Join us as we chat with Todd Davis about the moment he decided to pull this stunt, what actually happened behind the scenes.

053: April Fools & Brands: 2022 Edition

What do you get when you combine a viral talking asshole, a banned ad campaign turned three-minute SNL skit, a unique offer for the naming rights to the Buffalo Bills' stadium (who wouldn't attend the Toilet Bowl at Tushy Stadium?!), and the hands-down weirdest Super Bowl contest ever? You get TUSHY, the detachable bidet for people who poop. Listen now for a crazy episode!

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Contact

We would love to hear from you! Whether you want to just tell how absolutely amazing we are (wink, wink), or you have an idea for a future episode – please contact us using this form or email WillItStickPodcast@gmail.com