Kanye West released a full page print ad in the Wall Street Journal apologizing for using Nazi symbols and promoting white supremacy.
Instagram vs Print
Yes, he does have an album to release shortly, so possibly the apology was intended to soothe the consciences of his corporate backers prior to that. From a marketing perspective the interesting take is that he chose a mainstream print publication to communicate rather than say, Instagram.
If he is getting the help he needs, I am happy for him. In any case, he is promoting knowledge of bipolar disorder which is undoubtedly valuable as mental health continues to be a misunderstood area.
The only interview he did around this ad was also with an old-school media publication, Vanity Fair.
When we want credibility and reach which can be amplified on social, print might be the best choice. Unlike social, you don’t have to worry about your message being distorted.
Sydney Says Sorry For Hanging Bras
Sydney Sweeney – famous in marketing circles for the ill-judged American Eagle ad that touted “good genes” – has launched her new line of lingerie. She literally launched it by hanging the bras on the Hollywood sign. Illegal, and thereby getting a ton of exposure on the internet!
Again, she could have launched it on Insta but chose to do an old-fashioned real-world stunt. The
launch interview is an established print magazine, good ole’ Cosmopolitan!
Learning from these mega influencers, I’d say print and experiential marketing have made a come-back, as digital media becomes cluttered and crowded.
Huda Kattan didn’t take a print ad
The resident teen wanted to get rid of her Huda beauty products prompted by an Insta call to boycott Huda Kattan. Huda did hastily backtrack, but did so only on social media which clearly didn’t spread the news sufficiently. Maybe she needs to rush to WSJ for some street creds.
Insta is providing reach, but print is providing credibility and qualified reach.
Consumer Voices against Cruelty
The misplaced and displaced rage against Huda Beauty had to go somewhere – and it turned against skincare that continued to do animal testing. Ok, I agree, in this era there is no need to do that, and I was rather surprised that global biggie L’Oreal did not make Peta’s list of cruelty-free products whereas many Indian manufacturers do. The miss is because China mandates animal testing for certain categories of imports and L’Oreal is unwilling to forego that market.
While Huda was saved from the trash, L’Oreal CeraVie, and Mac were consigned to the “do not buy” list. I am surprised that cruelty-free isn’t a bigger decision point in India, where being vegetarian or vegan is so important. Maybe a cruelty-free brand ought to do a full page ad 🙂
Global Brands Are No Longer Possible
I’ve been
discussing the rise of imperialism and its impact on brands. As we see a shift from soft power to hard power, what consumers in different countries will aspire to or resonate with will change.
US which since World War 2 has been aspirational for large parts of the world may be replaced, either by a nationalistic drive or by soft powerhouses like Korea or maybe even Nordic values. India has a golden opportunity to become a soft power with aspirational values in family, health, nutrition and mindfulness.
This will put companies with a large proportion of business from more than one country in a quandary as they have to revisit their cultural affiliation.
Shouty, pouty and loud
As the social chatter gets louder and more chaotic, brands have to be shouty and loud to stand out. Revisiting traditional media and experiential channels is advisable.
Have a great weekend!
