The 5 most ingenious brand ideas from this week

By I-Hsien Sherwood & Alfred Maskeroni | July 05, 2018 |

In this week’s episode, Intermarche makes shoppers’ eyes fool their tongues, Irish dads join a Pride parade, Cover Girl gets more colorful, Pimento soda gets absurd and Shinola welcomes new Americans with a special gift.

At No. 5, some men have trouble expressing their emotions, but not these Irish dads--at least not anymore. To celebrate Dublin’s Pride festival last week, creative agency Rothco teamed up with the Dublin Bus company to help happy fathers surprise their LGBTQ kids. The dads showed up unannounced on their children’s doorsteps and joined them in the festivities.

At No. 4, what does purple taste like? Well, blackberry, course. Or is it cherry? French supermarket Intermarche and its agency Romance conducted a little experiment. Turns out food coloring kept consumers from identifying the actual flavor of food. This tasteful ad makes a strong case for the grocery store’s new line of additive-free products.

At No. 3, move over, Rihanna. Cover Girl’s new line new line of foundations comes in 40 different skin tones, increasing the number of options for South Asian, Hispanic and African American consumers. The minute-long spot from Droga5 tacks on nearly 13 minutes of credits, listing the names of more than 1,000 women who helped inspire the creation of the line.

At No. 2, Shinola’s new limited-edition watch is inspired by the Statue of Liberty, so the Detroit brand welcomed new American citizens at a naturalization ceremony in New York City. They tell their stories in a short film from Preacher and directed by Danny Clinch. (And yes, it’s “Shinola.” The brand was originally named for shoe polish.)

And at No. 1, a trippy, psychedelic animated spot for French soda Pimento from Animals Paris pits two stretchy beachgoers against sea life run amuck.

That’s it for the Top 5. Make sure to check out more of the best in Creativity at adage.com/creativity.