Marketer's Brief: Remember Crystal Pepsi? Coke finally answers --in Japan

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Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected]

Thursday isn't just the summer solstice, it's National Selfie Day, which appropriately falls during Cannes (enough of your beach-and-rosé shots already, we get it—you are in the south of France, and we're not!). Anyway, find out below how McDonald's is seizing on the unofficial selfie holiday. Plus, see how Christine Teigen slammed 23andMe in our Tweet of the Week. But first, see (or see through) what Coke is brining to Japan.

Japan is Coke's breeding ground, clearly

If you want to peer into Coca-Cola's future, Japan is a great place to look. The country tends to be a breeding ground for new products. Earlier this year, the soda giant dipped its toe in the alcohol space by debuting Chu-Hi, which is made from shochu.

Credit: Coca Cola

Now Japanese consumers are getting the first look at Coca-Cola Clear, a clear, zero-calorie soda that includes lemon flavor. Of course, PepsiCo brought clear cola to the U.S. back in the the 1990s with Crystal Pepsi, which came back for a limited time a couple years ago. A Coke spokesman says Coca-Cola Clear is only planned for the Japanese market, where Japanese actress Haruka Ayase stars in ads, like this one:

The Bold and the Beautiful

Don't put an age on Chico's new campaign.

Age is just a number in Chico's new push.
Age is just a number in Chico's new push. Credit: Chico's

The women's retailer is pushing #HowBoldAreYou, where women are encouraged to proudly display their age on a t-shirt. Working with AOR The&Partnership, Chico's has set up a t-shirt making station in the Palais at Cannes. Consumers can also create shirts online.

Crews news

Terry Crews promoted Panera's delivery service at the Firefly Music Festival last weekend by delivering free samples of its new Bacon Mac and Cheese. Crews, who designed an Ad Age cover and was on our Creativity 50 list, really seems to have enjoyed his role as a delivery guy.

Terry Crews hands out free samples of Panera's Bacon Mac and Cheese at the Firefly Music Festival
Terry Crews hands out free samples of Panera's Bacon Mac and Cheese at the Firefly Music Festival Credit: Panera

Panera has been delivering in some markets since 2016 and hit nationwide delivery service in May. It's trying to keep the service in people's minds with the "Delivering Across America" campaign, which also includes a partnership with Jeep for an 11-day road trip to promote delivery. The chain even had the route made in the shape of a Panera sandwich by Michael Wallace, a GPS map artist who goes by WallyGPX.

The cure for greasy-phone selfies

Thursday is National Selfie Day. Yes, there is such a thing (regretfully), and yes, at least one marketer is seizing on it. McDonald's is giving away up to 100,000 Fryluses, or fry-shaped styluses, at 2,000 U.S. restaurants. Sure, the Frylus is a total gimmick. The Frylus will come with Quarter Pounder orders on June 21. The idea is that if one's hands are messy from eating the new fresh beef version of the burger, a selfie can still be taken: put the phone into a stand and use the Frylus to shoot. Kirby Jenner stars in the campaign, which includes a haunting-meets-humorous take on selfie culture. Golin is the agency behind the project.

See Chase rollin'

Forget the tacos and hot dogs, Chase is doling out business advice from a truck. The bank has opened a BizMobile, advice center for small business owners curious about digital marketing and planning. "Many business owners don't have the time or resources to go to a big conference room or training class, so we're hitting the road," said Andrew Kresse, CEO of business banking at Chase, in a statement. The trailer started its tour in Detroit this week and will hit up New Orleans and Miami.

The moodboard gets a makeover

Home design brand Corian Design is debuting a Moodboard Maker, a web app that design enthusiasts can use to put all their inspirations into one place. DowDuPont-owned Corian worked with McKinney on the new offering and will partner with influencers on custom programs to promote it.

Take a hint

Hint, the fruit-infused, no preservatives water brand founded in 2005 by Kara Goldin, is out with what it says is its biggest campaign to date. The $250,000 effort goes squarely after Coca-Cola-owned Vitaminwater with ads placed on former phone booths in New York City, like this one.

NYC campaign_Hint Water
NYC campaign_Hint Water Credit: Hint Water

Would You Buy This?

Credit: yoplait

Another day, another attempt by General Mills to turn around its struggling yogurt biz. This time it's "YQ by Yoplait," a higher in protein, lower in sugar yogurt made with "ultra-filtered milk."

Number of the Week

80 percent: The percent of automaker operating profit coming from buyers 50 and older in western markets, according to a new report from Sanford C. Bernstein, which argues that the aging population is a good thing for vehicle marketers.

Tweet of Week

Movers and shakers

Nothing to report this week. (But we bet more than a few people are job hunting in Cannes.)

Contributing: E.J. Schultz, Jessica Wohl, Adrianne Pasquarelli

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