Brands are too “lazy” when it comes to marketing to women through sport but marketers that have worked for Coca-Cola, Under Armour and Heineken say there are plentiful opportunities for better storytelling and grassroots community work if marketers can ignite a conversation.
As Under Armour grows its wearables and sports hardware business it expects to turn the heads of the likes of Apple, with North America’s second biggest sports brand predicting a $10bn valuation by 2020.
BESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy Having kicked off its nationwide Earn Your Armour rugby campaign today (September 7th) with a float on the River Thames, Under Armour’s head of marketing for EMEA Christopher Carroll says the brand is trying to align itself with athletes that are underdogs in order to combat the “samey” nature of sports sponsorship.
Mochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
Sir John Hegarty, Jan Gooding and Reach’s Andrew Tenzer have made their cases for the marketing buzzwords, theories and jargon that must be banished from marketing.
P&G spent $130m (£94m) on marketing over the first quarter of its financial year, while also reporting a 5% boost in net sales to $20.3bn (£14.6bn).
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here