More broadly, Atray said the team is constantly refining the founding myth of the portfolio of brands. "Every single person you talk to has a story about Kraft from their childhood. So we seek how we can make this more embedded in the culture. Our mantra is ‘Act not Ad’ – so actual activity instead of advertising," he said.
Golden Circle, for example, is all about the outdoor. "Our brand purpose for it is that ‘real life grows outside’. The reality is, technology is not what helps you create relationships or bond as a family or get into nature, so we encourage people to get outside and bond as a family because these are the defining moments of your life," Atray explained.
“So for this activity, our Golden Circle campaign in market right now is ‘Get out camp out’, and comes from our enduring brand platform of real life grows outside. It’s a campaign to encourage families to go out and camp out, informed by a white paper on this based on extensive consumer research. The paper shows how families are spending less time together outdoors, but they want to spend more time outdoors. It speaks to what Golden Circle stands for, and what’s happening in our broader culture.”
Moving into 2019, Atray said he is focused on innovation and recruiting.
“We are always looking for people who are hungry, passionate, with eyes on the outside world and crackling with ideas. The most important priority we have for next year is to get talent, energise talent and inspire talent to create an ideas factory," he said.
“We’ll have a number of new ideas hitting the market over the coming months. Themes include how categories are being merged into the future. We are always looking for a different mega-trend to bring about disruption.”
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
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As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
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