My opinion on positioning brands in the context of ideology and worldviews is that it is better not to do it. Companies should focus on making money, not lecturing the public.
On the other hand, marketing, beyond numbers, also operates in the world of meanings and culture, and refugees and immigration are becoming telegram marketing an inseparable part (in fact, they probably always were) of European culture. It is this topic that Nike’s latest advert takes up.
Nike is a brand that does not shy away from raising ideological issues
The company’s communication has always been built on the basis of quite abstract concepts, starting with its name – for those who have not read Parandowski’s Basics, let me remind you that it is about the goddess of victory.
It must be admitted, however, that the brand, while referring to a culturally difficult topic, managed to avoid a teacherly tone, which makes the message of this ad simply significant and embedded in our world.
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“You can try this now” with illustrations of pickles and ketchup on a burger to suggest that the idea for the pickle-flavored tomato sauce came about in response to consumer needs.
The media strategy includes digital video, OOH ads, and creator content on TikTok and Instagram. The videos, created in a street interview style, feature. New Yorkers describing their generally positive thoughts about the product before they’ve even tried it.
Since last year, Heinz has been trying to rise of productivity in a unify its products under a single communication umbrella, “It has to be Heinz,” which expresses the “irrational love” of consumers for the brand’s offering.
Nike signs contract with first refugee athlete
This partnership, part of Nike’s ongoing partnership with the Olympic Refuge Foundation (ORF), is more than just a business transaction—it’s a shining example of how the power of sport consumer data can create positive change, break down barriers, and build stronger, more inclusive communities.
Cindy Ngamba’s journey is both inspiring
Symbolic for refugees facing many challenges. Born in Cameroon, Cindy left her country at the age of 11 and found a new path in the UK. Despite the odds, she became a three-time national boxing champion and a dedicated coach of young athletes.