International round-up: McDonald’s unveils first unbranded ad, TK Maxx launches in Australia

We round up the most important marketing stories from across the globe that you need to know about this week.

McDonald’s launches its first ever unbranded ad

McDonald’s latest ad for the US is slightly unusual – for starters, the fast food giant’s name is not mentioned at any point during the 30-second clip. The ad features actress Mindy Kaling, who encourages viewers to Google ‘that place where Coke tastes so good’. You might be able to guess what ranks highly.

According to McDonald’s, this is the company’s first unbranded marketing campaign. The ad was created during the tenure of outgoing McDonald’s US chief marketing officer Deborah Wahl. In early April, McDonald’s announced Wahl would be replaced this month by PepsiCo’s Morgan Flatley.

READ MORE: There’s no mention of McDonald’s in its latest campaign

Ford expresses uncertainty about producing electric cars in China

Ford Fiesta

Ford is taking a cautious approach to producing electric and plug-in hybrid vehicles for the Chinese market due to uncertainty about consumer interest and government policy, despite a trend among car brands to rush into the sector.

“You don’t get any prizes for being first to market,” said Trevor Worthington, Ford’s vice-president for product development in Asia Pacific. The challenge is to offer electrified vehicles “at the right time”.

Ford outlined plans earlier this month to offer hybrid or fully electric versions of all models built in China by 2025. However, Ford said how many such vehicles are built and sold will depend on factors including government subsidies, regulatory policy and when battery-electric cars can match the cost and fast refuelling of gasoline vehicles.

READ MORE: Ford taking cautious approach to China electric vehicle market

Heineken looks to appeal to men with new campaign running across 16 markets

Heineken has launched the latest iteration of its ‘Cities’ campaign, which looks to make a connection with male consumers in major cities across the globe.

This year, the brand is running the campaign across 16 different markets, including Cameroon, Mongolia, Vietnam and Russia. While the ad concepts have been developed at a global level, the ads are created so they can be tailored to each local market. The ads were created by Publicis Italy.

“As a global brand, having customisable content means local markets are intrinsically involved through a co-creation process,” Anuraag Trikha, global director at Heineken, tells Marketing Week.

“We want to give our markets the opportunity to drive local relevance with the TV campaign. So for the first time with Cities, the TVC can be localised to ensure the content is relevant to them to achieve closeness with consumers.”

TK Maxx launches in Australia with ‘improbable’ campaign

It isn’t just Amazon that has set its sights on conquering Australia. International discount retailer TK Maxx has officially launched in the Australian market with a new marketing campaign showcasing ‘improbable’ activities taking place on Sydney’s beaches.

TK Maxx’s 30-second TV ad features a woman walking along a metal pole, another surfing fully clothed and in heels. It aims to capture the “positivity of the Australian spirit” and show how the improbable can be possible, connecting that idea with the brand’s prices.

READ MORE: TK Maxx says ‘Yes Way’, launches in local market with ‘improbable’ beach scenarios

News Corp’s Unruly launches emotional intelligence tool in Asia

Video ad tech company Unruly, which is owned by Rupert Murdoch’s News Corp, has launched a new content testing tool and targeting capability today (20 April) that allows advertisers in Hong Kong and Taiwan to analyse the emotional impact of their video ads and connect with consumers most likely to engage with their content.

The ’Unruly EQ’ feature uses a combination of biometric, emotional and audio testing methods to evaluate and predict the emotional impact and brand effectiveness of their video ads.

This includes brand authenticity and perception testing, allowing marketers to test their ads to see if the content is perceived as authentic and consistent with their brand’s values and purpose.



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