World Branding Forum

Lay’s RePlay gives chip packs an extraordinary second life
P&G announces acceleration of its commitment to #ChooseEqual
Budweiser partners Bill Pullman in their latest Independence Day ad
Carl’s Jr. and Hardee’s partners Charlotte Mckinney to launch first NFT

Lay’s RePlay gives chip packs an extraordinary second life

Posted: 01 Jul 2021 06:38 AM PDT

PepsiCo’s Lay’s RePlay creates sustainable football pitches for communities around the world by transforming empty chip packs into places to play

When is a bag of chips more than a bag of chips? Lay's RePlay is giving chip packs an extraordinary second life — as sustainable football pitches.

In partnership with the UEFA Foundation for children and NGO streetfootballworld, PepsiCo has launched a global initiative to transform its brand’s empty chip bags into sustainable artificial turf fields (aka football pitches).

The first to be unveiled this year in Tembisa, South Africa is now open for matches and community programs. Lay’s RePlay pitches in Russia, Turkey, Brazil and the UK are planned to follow.

"Providing people with joy one chip and one bag at a time is at the heart of our brand," says Sebnem Erim, VP of Marketing, Global Foods, PepsiCo. "We are working with local partners to build spaces and programs that can deliver positive impact and change for generations to come."

Each field is created with a shock-absorbing layer called Ecocept, which is formed when reclaimed chip packs are converted into rubberised pellets. (For South Africa, more than three million chip packages were used to create the pitch.)

Both the turf and the Ecocept layer are 100% recyclable, with each pitch producing up to 128 tons fewer greenhouse gas emissions than a standard synthetic pitch. That's equivalent to taking up to 27 cars off the road for one whole year.

In keeping with the spirit of a game that draws people together, Lay's RePlay involves the community at every step of the way. Community members work on the planning, construction and maintenance of each pitch.

And PepsiCo's long-term vision is to develop programming that goes beyond the field, with activities like EduFootball's teamwork and job training sessions in South Africa to empower youth, promote inclusivity and develop key life skills. In the first year alone, the efforts aim to benefit 16,000 people and provide over 3,600 hours of play.

Lay's RePlay also builds on PepsiCo's longstanding partnership with the UEFA Champions League. The initiative grew out of a 2017 collaboration between Lay's and the UEFA Foundation for children that created three pitches in Jordan's Za'atari and Azraq Refugee Camps, giving 35,000 people access to football.

"I was lucky enough to start playing football at a young age and it transformed my life," says Lionel Messi, a longtime global Lay's ambassador and six-time Ballon d'Or winner. "Everyone deserves the chance to play and fall in love with the sport, and Lay's RePlay is giving communities across the world that opportunity."

The article Lay's RePlay gives chip packs an extraordinary second life appeared first on World Branding Forum.

P&G announces acceleration of its commitment to #ChooseEqual

Posted: 01 Jul 2021 06:23 AM PDT

P&G partners with Promundo, UN Women, WEConnect International, Women's Forum for the Economy & Society and more to enable gender equality at home, at work and in society

Procter & Gamble continues to #ChooseEqual with new actions to accelerate progress toward gender equality at home, at work and in society. As part of this expansion of their work, P&G is committing to spend US$10B/£7.2B with women-owned and women-led businesses by 2025.

P&G has worked for decades to advance women's economic empowerment throughout its global value chain, and the latest announcement is the next step in that journey. The company's ambition over time is to grow investment with these women-owned and led businesses to 10 per cent of P&G's purchasing dollars – 10 times the industry average

To drive meaningful action at scale, P&G is partnering with several organisations to accelerate progress and drive change, including UN Women, WEConnect International, Women’s Business Enterprise National Council (WBENC), the Women's Forum for the Economy & Society and more.

Together with their global, regional, and local partners, P&G is supporting capability building of women entrepreneurs; further developing the tools, definitions and infrastructure needed; and driving collaboration across companies and industries to join in and advance these efforts.

"At P&G, our focus on gender equality is foundational and integrated into our business," said Carolyn Tastad, Group President – North America and Executive Sponsor – Gender Equality. "We cannot allow the challenges of the past year to be a setback for gender equality. Instead, we need to step forward to invest and to actively choose equally. These commitments will create meaningful impact to advance gender equality around the world."

For years, P&G has worked to help change deeply held gender biases that often reinforce many of the greatest barriers to women's progress – and that includes changing mindsets around the role of men and boys at home. As part of this effort, the company and its brands are tackling the "chore gap," the disproportionate amount of unpaid care and domestic work done by women in most homes.

P&G is also announcing a three-year partnership with Promundo, a global leader in advancing gender equality and preventing violence by engaging men and boys in partnership with women, girls and individuals of all gender identities. The company and its brands will leverage their expertise and significant voice in advertising and media to shift the narrative around men's caregiving and domestic work.

In partnership with Promundo and in collaboration with others, P&G will also advocate for and support working families through equality-based policies and programmes that enable all genders to play an equal role at home whilst still enjoying a full and rewarding career.

Last year, the company established a global minimum standard for paid parental leave so that all parents can equally share the delight of bringing a new child into their home in the 70+ countries where P&G operates.

Additionally, ahead of this year's Olympic and Paralympic Games in Tokyo, the company and its brands will highlight the stories, experiences and inspirational accomplishments of a diverse and intersectional collection of women athletes through the new company and brand campaigns including P&G's "Your Goodness is your Greatness" film and "Good is Gold" series, the Always "#KeepHerPlaying" and "Fuel Her Future" campaigns along with the upcoming Secret deodorant "Just #WatchMe" initiative.

P&G, Always/Whisper, and Secret are committed to the accurate portrayal of women and girls in sports and will support organisations such as Sported UK, Women in Sports Foundation, YMCA, and others that provide access to sports programmes for girls around the world. P&G and its brands will continue to champion the accurate portrayal of female athletes – while raising their voices and highlighting the causes they champion – on and off the field.

The article P&G announces acceleration of its commitment to #ChooseEqual appeared first on World Branding Forum.

Budweiser partners Bill Pullman in their latest Independence Day ad

Posted: 01 Jul 2021 06:01 AM PDT

To celebrate Fourth of July, Budweiser again joins White House efforts to say “America, you can officially grab a beer on us”

Independence Day has always been a holiday of great pride, tradition and celebration in the United States, but it holds extra significance this year. The holiday weekend marks a time when many Americans are continuing to reunite with loved ones since the beginning of the pandemic and Anheuser-Busch and its iconic brand, Budweiser, are celebrating this patriotic milestone as only America’s leading brewer can do.

Budweiser has released a digital film entitled “Go Fourth, America” which puts a modern-day spin on the iconic presidential speech from the movie Independence Day. In addition, as part of its national campaign with the White House announced earlier this month, Budweiser parent company Anheuser-Busch is officially unlocking its beer giveaway in celebration of the 4th of July weekend and recognition of how far we’ve come in the fight against COVID-19.

“When we teamed up with White House to encourage Americans to get vaccinated, we recommitted to using our unique capabilities and deep connection to consumers to lead the safe and strong recovery of our country and economy,” said Michel Doukeris, CEO of Anheuser-Busch.

“As people get back together with friends and family for Independence Day, we are celebrating the progress we’ve made together with the best way we know-how – over a beer – and are delivering on our promise of beer for America. There is no more iconic brand than Budweiser which is also stepping up to mark this extra special 4th of July holiday with an ad that reflects the very best of the American spirit.”

Doukeris will take over the role of global CEO of Anheuser-Busch InBev starting 1 July.

In Budweiser’s film, actor Bill Pullman reprises his famous fictional presidential role for the first time in 25 years, using his platform to encourage America to celebrate the Fourth of July holiday and come together once again to commemorate everything the people of America have overcome.

As a part of its ongoing commitment to aiding recovery from the pandemic, “Go Fourth, America” also highlights a donation from Budweiser to Direct Relief, a humanitarian aid organisation focused on enabling vaccine access in both the US and globally. Since the onset of the pandemic, Direct Relief has supported 50 US states and 105 countries, all with the overarching goal of global vaccine distribution and COVID-19 relief.

“I can’t imagine a better or more meaningful moment to reprise this iconic role than Independence Day this year,” said Pullman. “I am proud to partner with Budweiser on its continued efforts to promote COVID-19 vaccination awareness and education. While the world has overcome so much in the past year and a half, there is still more work to be done. I hope this film can serve as a beacon of hope and progress for our country and beyond.”

Pullman’s speech in “Go Fourth, America” celebrates how America has rallied together to overcome the challenges of the pandemic and encourages the country to look towards a brighter future. The story follows the speech’s broadcast live across the country, from billboards in Times Square to backyard barbecues, as the American people gather to celebrate July 4th safely.

Independence Day fans will also notice Easter eggs throughout the ad, such as the jacket Bill wears during the speech, an RV like the one in the original movie and a glimpse of Area 51. “Go Fourth, America” ends by announcing the partnership with Direct Relief where Budweiser calls for consumers to join in its continued mission to support awareness and education around COVID-19 vaccines.

“Anheuser-Busch and our brands have always been there for the moments that matter and this is undoubtedly one of those moments,” said Marcel Marcondes, Chief Marketing Officer, Anheuser-Busch. “Throughout the pandemic, our brands have pivoted their plans to best reach and serve our consumers. Now as the nation celebrates the 4th of July, it is a natural fit for us to be there again.”

In addition to flagship brand Budweiser’s tribute, the country’s leading brewer has more planned as America celebrates the holiday weekend. Earlier this month, Anheuser-Busch proudly joined the White House’s efforts to meet President Biden’s goal of getting 70% of American adults partially vaccinated by July 4th.

While the country is still working to achieve that milestone, in line with the White House’s encouragement to be back together again this weekend in celebration of our progress as a nation, the company is making good on its promise to reward the country for its vaccination progress by giving consumers “a round on us” this holiday weekend.

Beginning Friday, 2 July, 12:00 PM ET through Monday, 5 July, 11:59 PM ET, adults 21+ can go to MyCooler.com/beer and upload a picture of you in your favourite place to grab a beer, whether with friends at your favourite local bar and restaurant, with family in your own backyard, or at a ballgame with colleagues.

“We are so honoured that after 25 years, Bill Pullman has chosen to work with Budweiser to reprise a role that for so many, holds a special place in their hearts,” said Daniel Blake, Group VP Marketing, Budweiser & Value at Anheuser-Busch. “Both Bill and Budweiser share similar beliefs in the value of perseverance and the importance of coming together against a common enemy – first aliens and now a global pandemic.”

The article Budweiser partners Bill Pullman in their latest Independence Day ad appeared first on World Branding Forum.

Carl’s Jr. and Hardee’s partners Charlotte Mckinney to launch first NFT

Posted: 01 Jul 2021 05:19 AM PDT

The partnership with Mckinney signals Carl’s Jr.’s final goodbye to a more risqué advertising past as they continue to focus on impossible-to-ignore culinary innovations

Carl’s Jr. and Hardee’s are joining the crypto-currency craze and partnering with actress and supermodel Charlotte Mckinney for their first-ever non-fungible token (NFT).

Featuring one of Mckinney’s famed All-Natural Burger bite shots from a 2015 advertising campaign, the NFT was created by a female artist, Grace Casas, and will be auctioned off to one lucky fan starting today on OpenSea.

All net proceeds from the NFT sale will go toward The Simon Foundation for Continence, a nonprofit whose mission is to provide help and hope for individuals with incontinence.

As Carl’s Jr.’s celebrates 80 years of innovation in the quick-service restaurant space this July, the release in partnership with Mckinney signals the brands’ final goodbye to a more risqué advertising past as they continue to focus on impossible-to-ignore culinary innovations, including the recently launched Hand-Breaded Chicken platform, the first-ever CBD burger at Carl’s Jr., Froot Loops Mini Donuts and more.

“Charlotte Mckinney is an integral part of one of our most storied advertising moments, and is now stepping into the crypto-culture,” said Patty Trevino, senior vice president of brand marketing at CKE Restaurants. “Working with her to auction off our first NFT is the ultimate way to turn the page and move forward from campaigns of our past, whilst still maintaining our provocative style of doing things.”

McKinney’s 2015 Super Bowl advertisement helped CKE reach milestones faster than any advertisement at the time, generating nearly 2.5 billion media impressions and 9.5 million YouTube views in just two weeks. McKinney has remained an avid fan of the brands, most recently teaming up to launch the Happy Star filter on Instagram, encouraging her followers to “Feed Your Happy.”

“Carl’s Jr. was a launchpad for my career and I’m forever grateful for our partnership that sparked such a special moment in my life,” said Charlotte Mckinney. “I’m honoured to join forces with the brand for its first-ever NFT in support of an incredible cause that is near and dear to my heart.”

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Food And Recipe Fusion

Thursday, July 1, 2021