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Team Take: Dunking on Dunkin’ — Brand Reaches a New JLO with Has-Ben Casting (By Brian)

Last night during the Rihanna concert, a number of high-profile advertisements were shown. Of these, there were great ones (Will Ferrel in Bridgerton, m&m’s with clams) and lame ones (Will Ferrel in Stranger Things, the Tubi Bunny), and weird ones (Adam Driver saying website until it didn’t sound like a real word anymore). But there was only one with Bennifer. And it sucked…

…because I loved it. I was a simp for it. And in 2023, Bennifer does Dunkin’, is just the thin veneer of corporate-mandated nostalgia that we need to cope with another week in this post-apocalyptic, inconsistently simulated dystopia. But before I tell you why we’re currently living in a dystopian hellscape (at the time of this writing, the US/CAN continue to shoot down what I can only assume are wayward gender reveal balloons, according to The Betoota Advocate), I want to talk to you about Bennifer and why this commercial works so well.

BENNIFER: THE BEGINNING

She was from the block. He was Matt Damon’s slightly less successful friend. It was a match made in heaven. Their relationship was one for the ages until it wasn’t, and they both moved on — her to Marc Anthony and him to another Jennifer (that was her real name! Definitely not an…Alias).

Regardless, they went from America’s sweethearts to America’s sour skittles real fast. But they were relatable, and I appreciated that. Also, at this point, Ben Affleck had been publicly committed to two things: his on-screen Boston accent and Dunkin’ Donuts. Did Dunkin’ have an impact on the end of Bennifer? We can only speculate.

BENNIFER: THE MIDDLE PART

Nothing new on the Bennifer front, but in 2009 Ben Affleck goes on record with Collider about the need for an L.A.-based Dunkin’ location. Ten years later, in 2019, Ben Affleck, per The Takeout, again goes on the record: “I have Dunkin Donuts every day,” he tells Collider in an interview. “I feel like I’m spreading the word.”

Does JLO see this and begin to wonder “what if?” Again, pure speculation, though we can safely assume that Ben Affleck runs on at least 78% Dunkin’ by this point. What a Bos(tonian).

BENNIFER: YESTERDAY IS TODAY AGAIN; NOTHING MAKES SENSE…OR DOES IT?

The year is 2023, and the war in Ukraine and high-flying gender reveal balloons are running amok, bringing chaos and instability to the world economy. Who can bring balance to the planet while endorsing a cost-effective, non-Starbucks coffee brand during one of the biggest televised events of the next year? Ben Affleck. But he’s gonna need help. Enter JLO.

Were their reunion and subsequent marriage engineered by Big Dunkin’? I don’t know, but it was awesome. Here was a man who had high-profile struggles with substance abuse (disclaimer: not Dunkin’, never Dunkin’) and a woman who stopped aging in 2005 for health reasons but who definitely was still from the block.

WHY THE COMMERCIAL WORKS:

There are a number of Bennifer-related and non-Bennifer-related reasons why this commercial works. Here are 5 completely arbitrary ones below.

5 Reasons Bennifer & Dunkin’ are a match made in New England

• ½ of Bennifer is famously from Boston. Dunkin’ Donuts was founded roughly 1 hour and 7 minutes (by bicycle) outside of Boston, per Google Maps.
• Emergent trends and Gen-Z are obsessed with the early 2000s, per YPULSE.
• Boston is called Beantown, and coffee is made out of beans
• Ben Affleck has his hands in everything from directing, acting, seducing women named Jennifer, and assorted memes.
• Ben Affleck is Batman, and Dunkin’ was wise to jump aboard the Bennifer Bat-train as it left the station. Next stop: The Flash movie trailer that dropped the same night.

In Bat-conclusion, by casting Ben Affleck in their inaugural Super Bowl commercial, Dunkin’ Donuts shrewdly attached themselves to two extremely relevant, high-profile celebrities who continue to be in the headlines due to their professional and personal shenanigans while rewarding a long-celebrated, high-profile Bostonian in a way that had viewers cheering like Ben Affleck at a Red Sox game.

Looking to amp up your advertising? Contact Mad Men Marketing today! 

Email us at support@madmenmarketinginc.com or give us a call at 904-355-1766 to learn more about how we can help your small business with its advertising and marketing needs while giving you more information on Bennifer and other assorted celebrity couples than you could ever ask for, need, or possibly want.

Team Take: Mayonnaise with a Mission — Hellman’s 2023 Super Bowl Ad (By Sam)

We need to do a better job at making taste, not waste.

At least, that’s what Hellmann’s promoted during its 2023 Super Bowl Commercial, featuring Brie Larson, Jon Hamm, and Pete Davidson.

Of course, every year the commercials themselves are considered a major part of the Super Bowl event, particularly with the sense of humor that is invariably infused into many of the spots that air throughout the game.

And while Hellmann’s didn’t necessarily make me laugh, per se, I think that might actually be one of the reasons it worked. I mean, I’m still sitting here thinking and writing about it, aren’t I?

A Tasteful Overview

The commercial begins with Jon Hamm bumping into a giant jar of Hellmann’s mayonnaise. Or rather, it begins with a tiny Jon Hamm bumping into a normal-sized jar of Hellmann’s, seeing as he is bumbling about the inside of a refrigerator.

Sitting nearby — atop a piece of cheese, no less — is Brie Larson, who helps John to realize that they’re inside a fridge because they are “brie and ham.” Pun fully intended. And with Hellmann’s mayonnaise — or leftover “food’s best friend” — they’re definitely what’s on deck for dinner.

We then turn to see the fridge door, opened by Pete Davidson. He looms above the two aforementioned stars with his signature slightly-creepy-albeit-charming smile and announces, “I’m going to eat you guys.”

We then cut to a brief montage of Pete making a ham and cheese panini, complete with Hellmann’s mayo and that satisfying crunch that is all but expected for such a sandwich.

Finally, all three stars stand beside a table full of Super Bowl snacks. And a jar of Hellmann’s, of course.

“You guys are really delicious,” Davidson tells Hamm and Larson, waving his now-bitten-into panini in their direction.

“That’s weird,” is all Hamm has to say in response. Meanwhile, Brie Larson turns to glance into the camera, concern clear in her eyes.

Finally, we close with the ad’s overall message in text above the panini: “Make taste, not waste.”

Putting Your Money Where Your Mouth Is

Let’s take a moment to briefly look at food from another lens. One that is unrelated to mayonnaise, anyway.

The Super Bowl is one of the biggest sporting and entertainment events in the world, but it also has a dark side. Every year, millions of pounds of food are thrown out in homes across America where the game is watched. In addition to this, many fans who attend the game bring their own snacks and drinks to tailgates, which often end up going to waste.

This means that a large amount of food is wasted each year during the Super Bowl, which could have been used to help those in need in local communities.

But it’s not just limited to the Super Bowl itself; rather, it’s a year-round problem.

“Each year, 119 billion pounds of food is wasted in the United States,” Feeding America reports. “That equates to 130 billion meals and more than $408 billion in food thrown away each year. Shockingly, nearly 40% of all food in America is wasted.”

Thus, by committing to eating our leftovers more than the year before, we can each contribute to the reduction of food waste in America. So, maybe a little mayo really can go a long way.

Back to Basics: Why the Commercial Works

So we have our Hellmann’s commercial and we have the fundamental message behind it.

But… does the commercial work? Well, I think so.

First of all, we have big names in the commercial: Brie Larson, Jon Hamm, and Pete Davidson. And between the three of them, it’s highly likely that a viewer is going to recognize at least one individual’s face, even if they don’t necessarily know all of — if any of — the names themselves. (Until, of course, their names are said point blank.)

But it’s more than that.

For one, is it memorable?

Again, I’d argue yes. Regardless of your stance on puns and the commercial’s reliance on an easy play on words, you’re not likely to forget the large, looming face of Pete Davidson as he says, “I’m going to eat you.”

And let’s be honest — it’s weird. The commercial might not have been the type to evoke an actual laugh from me, but it was enough to get me to quirk a brow and keep watching. And really, sometimes that’s all you need.

Oh, and let’s not forget that sizzling sandwich press segment, which looked like the mouthwatering clips you typically see on fast food commercials. It definitely made me think about my own food options downstairs.

Next, let’s consider: Does it have a mission that separates it from other airing commercials?

Again, yes. As previously mentioned, food waste is already a consistent and pervasive issue today, particularly as it pertains to the Super Bowl. And Hellmann’s managed to drive this purpose home with the kind of subtlety that wouldn’t leave some people rolling their eyes.

What’s more, Hellmann’s has remained consistent with this particular messaging for some time now. And, according to the Journal of Advertising, “advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.”

Finally, and perhaps most importantly, does it drive the audience to action?

Again, I’d argue that it does. After all, even if someone isn’t driven to change their consumption habits by the idea of food sustainability, one thing they’re likely to consider is how much money they can save by simply turning back to their leftovers.

And one simple condiment can absolutely make the difference between making the flavor more appetizing (“make taste”) or letting it slowly stink up your fridge as it molds, forgotten in the back (“not waste”).

Did it make me wonder if I had mayonnaise in my fridge right now? Yes. And did it leave me feeling slightly disappointed that I do not, in fact, have mayonnaise in my fridge right now? Well… yes. So, I’d call the commercial a success, personally.

But what do you think? What this commercial enough to make Hellmann’s mark on the 2023 Super Bowl?

And don’t forget — you don’t have to buy ad space during the Super Bowl to put out an effective advertisement.

Here at Mad Men Marketing, we specialize in helping our clients interact with their audiences, as opposed to interrupting them! By combining creative allure with data-driven strategies, you’ll find we have the ability to help you score a digital touchdown. Yes, pun intended.

So, are you ready to interact? If so, contact Mad Men Marketing today by calling (904) 355-1766! We might not be Hellmann’s, but we still know how to do things with taste.

5 Pillars of Branding

What Are Brand Pillars?

Brand Pillars are a set of principles businesses can use to define their unique position in their industry.  These “pillars” are broken up into five categories and define the company’s brand as well as how it sets itself apart from its competitors. Seems simple, right? Well, a business’s brand can be a lot more complex than it may seem on the surface. Most people are familiar with how a company uses a logo and other written elements like a tagline or slogan, but brands also tap into your emotions to convey their values, feelings of trust, and product or service superiority. The main brand pillars are purpose, perception, personality, position, and promotion. It takes a deep level of strategy and consistency to communicate your company’s values in a way that resonates with your target audience, and these pillars can help us zero in on what those values are.

Pillar 1 — Purpose

Purpose is the mission and foundation of your company. It’s why your company exists (beyond wanting to earn a living), and it’s what gets you up in the morning eager to work. Purpose is the answer to the biggest question your company needs to be able to answer: Why?

A few things to consider when answering this question:

• What drives the brand
• Do we solve a problem?
• How do we impact our customers, employees, and community?
• What do we want our legacy to be?
• What are we, as an organization, proud of?

Pillar 2 — Perception

Perception is how your customers experience your brand. There are a variety of brand touchpoints that give you the opportunity to shape the perception of your brand like your website, advertisements, social media, community presence, and of course, customer service. First, you must understand your brand perception in order to shape it appropriately. Try asking yourself the following questions:

• How do we think customers perceive our brand?
• Is this how we want to be perceived?
• Is our brand misinterpreted, and if so, where does it stem from?
• Are we effectively communicating our positioning?
• What do people think of our competitors?

Pillar 3 — Personality

This pillar helps describe your brand’s behaviors, emotions, and human characteristics. This will influence your brand’s voice, design, color palette, and much more. It’s your brand’s opportunity to foster that immediate connection between you and your clients or customers. When developing your brand’s personality, think about the following questions:

• How would we describe the business if it were a person?
• Do we look, act, or sound too similar to our competition?
• Is our personality authentic to who we really are?

For more information on brand personalities, check out our blog on Brand Archetypes

Pillar 4 — Position

Brand positioning is defining how your brand is perceived. Everyone thinks about a brand in a very specific way. People don’t typically think about Toyota the same way they think about Mercedes. By defining your business’s position very specifically, you can build brand loyalty among your target audience. Figure out your brand’s position by asking the following questions:

• Who is the target audience?
• Does our current position resonate with our target audience, or do we need to evolve our position?
• What are our 5-year goals versus our 10-year goals?

Pillar 5 — Promotion

Promotion is all about how you engage your audience. How are you enticing your audience to choose you over your competitors? Brand promotion differs greatly from product promotion in the sense that brand position is trying to establish a connection between your business and its customer or client that will hopefully turn into a long-term relationship. Product promotion is more of a short-lived transaction based on selling a service or product. Effective brand promotion puts your business in front of the right people, at the right time, in the right context. Think about the following questions:

• How are we currently promoting ourselves?
• When do our customers need us and where can they find us?
• How do we get our brand in front of more customers?

Now, more than ever, people are looking for a brand that stands for something and that they can connect with on a personal level. Brand pillars are the foundation of any business and are vital in creating your messaging, communication, and business strategy. By using this process, and carefully articulating your brand pillars, Mad Men Marketing can ensure that your brand will reach and affect the hearts and minds of your target audience.

What is a Social Media Advertising Agency?

Put simply, a social media advertising agency is an agency that offers comprehensive services throughout a variety of marketing channels and mediums — with a primary focus on social media, its algorithms, and its trending content.

After all, while social media is just one cog in the proverbial marketing machine, it’s coming to be, well, the primary one.

Thus, here at Mad Men Marketing, we’re currently in the midst of our transition to a full-service social media advertising agency. Here’s why:

The Rise of Social Media…

According to Statista, “in 2021, over 4.26 billion people were using social media worldwide, a number projected to increase to almost six billion in 2027.”

In other words, simply being active on social media is one of the world’s most popular activities.

And if we were to shave it down to the United States, specifically, the University of Maine has found that “72.3% of the total US population actively use social media, totaling a number of 240 million people.”

Consequently, it’s easy to see how and why the advertising landscape as a whole is changing.

After all, marketers want to be where their audience is — and these efforts have absolutely proven fruitful. For example, on Instagram alone, “92% of users say that they’ve acted in the moment after seeing a product on Instagram,” as reported by Hootsuite.

And as the community tides turn in favor of social media, so too will the marketing industry as a whole.

… And the Fall of Traditional Marketing

While television commercials, radio spots, and other physical forms of traditional content are all well and good — and still necessary, depending on the context — they are no longer the bread and butter of the marketing world.

This is because, not only do brands lack real-time interactions with their direct audience and prospective consumers, but traditional marketing is just plain inefficient in terms of making edits and adjustments as necessary.

Additionally, “traditional marketing can also be pricier,” Hubspot explains. “For instance, it can cost between $2,000-$160,000 to run a print ad. Further, you never know who you’ll reach with that investment because results are difficult to measure.”

Not to mention a reported “70% of consumers want to learn about products through content as opposed to traditional ad methods.”

So… why not do exactly that? Talk about a single statistic that puts it all in perspective.

Upward and Onward with Mad Men Marketing

Here at Mad Men Marketing, we’re not just going to help you make memes and optimize your direct engagement with your audience. Rather, as your cutting-edge social media advertising agency, we’re going to help you stay ahead of the game and on top of industry strategies!

Specifically, we…

• Produce a variety of visual content for social platforms. Whether you’re looking to produce a short and witty Instagram Reel or an in-depth behind-the-scenes look at your company for Facebook, we can do it all and more.
• Design eye-catching content that will enhance your brand identity. Our graphic designers won’t just create aesthetically pleasing carousels and banners for your business accounts, but they can also generate infographics, create your new logo, and more.
• Craft compelling copy, both long- and short-form in nature. Need a brief but convincing social media caption? No problem. Or perhaps a longer, more in-depth LinkedIn article? We’ve got you there, too.

And that’s only where it starts.

After all, here at Mad Men Marketing, we are rooted in the belief that brands should interact with their customers, not interrupt them. And social media is precisely where a majority of that magic happens today.

So, are you ready to interact? If so, contact Mad Men Marketing today by calling (904) 355-1766!

Brand Archetypes 101

Everyone loves a brand they can connect with. Whether it’s a funny commercial, celebrity spokesperson, quality product, or catchy packaging, people tend to gravitate towards brands that they can relate to emotionally. Maybe you only use Apple products, or maybe you will only grocery shop at Publix. Either way, most people have product or business preferences where an alternative just won’t do the trick.

In 1947, psychologist Carl Jung posed the theory that 12 essential characters exist in everyone’s unconscious mind, each one battling for dominance.  Since then, marketing experts have utilized this theory, stating that each brand fits into one of the 12 archetypes or “characters.”

These characters are all based on universal patterns of behavior that everyone can instinctively relate to. The following human desires each match with a specific character or “archetype”:

• Power = The Magician
• Mastery = The Hero
• Liberation = The Outlaw
• Freedom = The Explorer
• Understanding = The Sage
• Safety = The Innocent
• Intimacy = The Lover
• Enjoyment = The Jester
• Belonging = The Everyman
• Innovation = The Creator
• Control = The Ruler
• Service = The Caregiver

The Outlaw

The outlaw archetype tends to be disruptive, rebellious, and combative. This is the type of brand that attracts people who like to live life on the edge, encouraging revolution and empowerment. Harley Davidson motors is a great example of an Outlaw.

Related Industries: Automobiles, Tools, & Apparel

The Magician

The Magician is a reassuring archetype that wants to make your dreams come true. They want their customers to feel like anything can happen and that one is only limited by their imagination. A perfect example of this would be Disney.

Related Industries: Entertainment, Health & Wellness, Cosmetics

The Hero

The Hero archetype is honest and brave. They have the determination and desire to make the world a better place. Businesses like Nike and FedEx lean towards the Hero archetype due to their motivation to prove their worth.

Related Industries: Sportswear, Outdoor Equipment, Trade Services

The Lover

The Lover archetype can be sensual and soothing, seeking pleasure from the experience of intimacy. Some brands that relate to this are Victoria’s Secret and Chanel.

Related Industries: Cosmetics, Wine, Food, Travel

The Jester

The Jester archetype is the playful, fun-loving optimist. The Jester is all about living life in the moment and ensuring that the people they surround themselves with are as happy as they are. Some great examples of companies that utilize this persona are M&Ms, Old Spice, and Dollar Shave Club.

Related Industries: Beer/Liquor, Child Services

The Everyman

The Everyman archetype is authentically humble and friendly. They don’t like to stand out from the crowd, so they seamlessly blend in to society. They tend to be very positive due to their need to fit into a group. Target and Ikea are both great examples of brands that fall under the Everyman category.

Related Industries: Foods, Home & Family Life, Apparel, Automobile

The Caregiver

The Caregiver archetype has a warm and caring personality. They are often thought of as maternity figures due to their need to protect others. Toms and UNICEF both have brands that make them perfect caregivers.

Related Industries: Elder Care, Non-Profits, Hospitals, Education

The Ruler

The Ruler archetype has a very refined and commanding presence.  Above everything else, the ruler needs control.   They can be considered intimated at times due to their authoritative actions.  These brands consider themselves to be the best of the best and want their customers to feel the same way. Mercedes-Benz and Rolex are both obvious Rulers in their industry.

Related Industries: Luxury Automotive, Watch Manufacturers, Hotels,  Formal wear

The Creator

The Creator Architype tends to be provocative and inspirational, always wanting to create something incredible.  Imagination and creative expression are two things they value the most. Lego, Apple, and Adobe are all great examples of creator brands.

Related Industries: Arts, Design, IT, Marketing, Writing

The Innocent

The Innocent archetype is always humble and honest. They have a positive view of life due to their inherent optimism. Companies like Dove and Aveeno would be considered Innocent brands.

Related Industries: Beauty & Skin products, Fresh Food, Cleaning Supplies

The Sage

The Sage archetype is knowledgeable and understanding. They seek truth above all else and want to share their knowledge with the world. Examples of sage-like bands would be Google and the University of Oxford.

Related Industries: Media & News, Schools & Universities, Educational Businesses, Search Engines

The Explorer

The Explorer Archetype is exciting and fearless. They have very daring personalities and don’t like to be pinned down. They love to push themselves out of their comfort zones and are on a constant road of discovery. Patagonia, North Face, and Jeep are all true Explorer brands to the core.

Related Industries: Extreme Sports, Outdoor equipment, Automotive, Travel

You may be wondering if your archetype is that of your customer or that of your brand, and the simple answer is both. Archetypes represent all personalities.  First, we must figure out your customers’ personalities and then tailor your brand to the archetype that is most attractive to your customer base. Define your character and begin your story!