All the Super Bowl 22 Ads…

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What did you think of the Super Bowl? No, not the game — we teach marketing, we watch the ads. I find it fun to show students ads to kick off class for a couple of weeks after the big game. It is fun to ask them about strategy:

  1. Who was the target market for this ad?
  2. What was the promotion objective for this ad?
  3. How would you measure the success of this ad?

The ads get students’ attention. The questions move it from in-class entertainment to a better understanding of many key marketing concepts–and our ultimate goal engagement!

If you want, you can “Watch all the commercials from the 2022 Super Bowl.” My favorite “go-to” site over the years was the USA Today Admeter. That is now behind a pay wall – so you may or may not have access. This rating system is based on popularity — and it can kick off a discussion of whether the advertiser’s goal was to win awards or perhaps build awareness, create positioning, or get action (sales or sign-ups). If you want other people’s opinions, you can start with Fast Company’s “The 5 best Super Bowl ads of 2022 (and the worst one)” and read their critique. I love their choice for #1:

Why do some brands discourage customers from buying more of them?

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This is a fascinating trend. I first noticed this with Patagonia. The clothing brand that encourages people to keep their clothes longer (recall the “Don’t Buy This Jacket” campaign). REI is on board with the “Good & Used” section of its online retail site – and in our local store. These choices seem to be a good fit with the sustainable positioning of these two brands. But more recently, I am seeing other clothing brands step into the used gear space. One example is Adidas, which has partnered with ThredUp to help customers resell used footwear.

These examples might stimulate discussion about consumerism (Chapter 19), retailing (Chapter 12), or reverse channels (Chapter 10). It also begs the question about why companies would do this? Does Adidas have the same motivations as Patagonia or REI? Does this help the company sell more new clothing – while also making money on used gear (perhaps appealing to a clientele that cannot afford these products new)? Is it all about positioning the brand as caring about the environment?

Schwinn Partners with Good Co. Bike Club to Promote Cycling in the Black Community

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Soon after the pandemic hit New York, Brooklyn cyclist Drew Bennett posted on his Instagram Stories that he was going on a bike ride and if anyone wanted to join, they should meet at the Brooklyn Museum. He was surprised to see 17 cyclists show up. Bennett (and cycling) struck a chord with folks and the Good Company Bike Club was born. A few weeks later, a Juneteenth celebration boasted 1500 riding around New York City.

Seeing an opportunity to connect with an oft ignored market segment of Black cyclists, Schwinn partnered with Good Co. Bike Club and features the group as part of its #IAmACyclist campaign. You can hear more of Drew’s story here and see Good Co. Bike Club featured in an ad. As a cyclist, I love it!

Unrest following George Floyd’s murder at the hands of a police officer in 2020, many brands are waking up to connect with and support marginalized groups. This type of partnership may be seen as taking advantage of a moment – and some might question Schwinn’s sincerity – which might lead to an interesting class discussion.

Nike: Can you be an athlete?

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Nike shows support for mothers in this recent video. In time for Mother’s Day. This video offers can be integrated into and foster discussion on many different topics including:

  • Marketing for a Better World (Chapters 1 and 19 in Essentials of Marketing)
  • Segmentation and targeting (Chapter 4)
  • Promotion and owned media (Chapters 13 and 16)

Marketing for a Worse World: The Case of Juul

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As you know, the new 17th edition of Essentials of Marketing and Teach the 4 Ps have been celebrating the theme, marketing for a better world (#M4BW). We are highlighting the many positive actions firms are taking to create a better world, while also making profits. That is not to say we are so naive to believe that every firm behaves in this manner. Juul’s e-cigarettes have been in the news for all the wrong reasons lately. The one getting more press is the health problems people are having. The company has also been under fire for targeting kids who are supposedly too young to use its products. This article in The Guardian, “How Juul gets kids addicted to vaping: it’s even worse than you think,” (February 14, 2020).

The example could be used with segmentation and targeting (Chapter 4), advertising (Chapter 15) or even as a counter-point to our #M4BW coverage.