5 things in luxury this week | 26th Aug 2022

Collaborations, collaborations – where would brands be without them? In marketing news this week it’s all about… yes, you guessed it, collaborations. From electronics giants recruiting A-list talent to front their campaigns, to premium motoring brands teaming up with premium drinks brands – everyone is at it. It’s also noticeable that food and drink brands feature prominently in marketing campaigns this week, as the slow start-up to Christmas begins. Although we’re not rolling out the mince pies just yet, with less than 125 days until the big day, we’re expecting to see more consumer-led campaigns in the coming weeks ahead.

Here’s what’s new this week…

1. Don Julio ‘Por Amor’ by Anomaly NY

Tequila is certainly enjoying its moment in the limelight. For a second week running in Tequila news, we’re raising a glass to a new advert from New York’s finest creative content marketing agency, Anomaly. This time, it’s courtesy of Mexican distillery – Don Julio. Founded in 1942, the popular Tequila brand plays on its local heritage and legacy, underpinned by ‘Por Amor’ (for the love) as its core message. The new advert walks you through its distillation, from harvest to consumption. But, it’s more than just a journey of production, there’s a real emphasis here on the love that goes into production, with the sound of a beating heart in the opening frame to emphasis this. ‘The Love needs to be shared,’ says the voiceover – we tend to agree.

Client: Don Julio
Agency: Anomaly New York

2. Bentley Motors ‘The Macallan Horizon’ collaboration

You might wonder if an alcohol brand and a car company is the meeting of sound minds for a collaboration. Well, try telling the content marketing agency behind the latest partnership with Bentley and Macallan. The premium British automaker has teamed up with the Scottish stalwarts to produce a ‘prototype’ single malt Scotch whiskey. As you’d expect from such a premium pairing, the tipple is presented in a ‘highly innovative’ bottle design in vertical form – influenced by the silhouette of the iconic Bentley. There’s also a real commitment to sustainability here, with ethically sourced materials and locally sourced produce used where possible. Leaving us thirsty for more, this ‘tease’ is the first announcement ahead of its 2023 launch, watch this space.

Client: Bentley Motors

3. Samsung “Galaxy X BTS” collaboration by Cheil Worldwide

Korean boyband BTS continue with their quest for world domination, in their latest collaboration with Samsung. To mark the launch of the new Galaxy Z Flip4 phone the pop stars feature in an advert shot in first-person mode, featuring the new clamshell foldable device. The exclusive music video see’s the boy band first at home, then in a number of different locations with the iconic ‘bora purple’ colour interwoven throughout. The ad is accompanied with a global digital campaign placed in London, New York, Seoul, Tokyo and Berlin. Hoping to capitalise on its original and foldable design, Samsung is trying to differentiate itself with its standout design, with a helping hand from the hottest boyband.

Client: Samsung
Agency: Cheil Worldwide

4. Carlsberg celebrates 30th anniversary of Liverpool FC partnership

Bringing a touch of nostalgia to 2022, Carlsberg is leaning on its legacy as it celebrates its 30th anniversary as a partner of Liverpool Football Club. Die-hard fans will recognise highlights of its partnership played out on a retro TV screen as featured in the advert. With names like Stan Collymore, Luis Garcia, and Robbie Fowler shouted out by the commentator, it certainly takes viewers on a trip down memory lane. Seen through the lens of a football fan on a ‘visual pub crawl’, the omni-channel creative will appear in 26 markets worldwide. The homage to the club will certainly strike a note with its loyal fanbase.

Client: Carlsberg

5. Waitrose ‘The People’s Potato’ by Quiet Storm

Luxury supermarket chain Waitrose has launched a new campaign utilising digital marketing methods to bring it to life. The campaign is a result of the store’s partnership with ‘Create Not Hate’ – a non-profit organisation, helping underrepresented individuals in the creative space. A number of youngsters from the charity were invited to design the adverts, which focus around the humble potato – a staple in all households worldwide. Using this as a metaphor to unite people, it links the idea that there’s more that ‘unites us than divides us’. The campaign uses print and digital platforms, showing potato-based recipes from around the world. As well as feature on the front cover of Waitrose Weekend magazine, it will also appear across TikTok, tapping into a younger audience.

Client: John Lewis and Partners
Agency: Quiet Storm

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