Tag Archive for: campaign

We’ll just come right out and say it: we LOVE Beantown! As one of the most historic cities in the country, Boston has a lot to offer from unique activities, great food, and lastly, is home to some amazing brands.

Throughout the year, we routinely invite editors and influencers spanning a variety of lifestyle, food, and travel publications to join us for brand excursions to aspirational places like Santa Barbara and Sonoma County. While these locations are breathtaking in their own ways, we decided it was time to take advantage of our own backyard and prove that Boston in fact is a great travel destination.

This is why we invited 10 editors to come experience all of Beantown’s unique qualities in our first Boston Experience, a new program added to our House Program series.

Boston Harbor

Take me out to the ball game

It wouldn’t be a trip to Boston without a chance to watch the Sox play at Fenway Park. As soon as the editors landed in Logan Airport, we made our way over to Fenway – in Safr vehicles, a new Boston-born ridesharing app – to watch the Boston team play the Blue Jays (spoiler: they crushed the Jays). Even though some of our New Yorkers were hesitate about sporting those Boston B’s on their caps, everyone enjoyed a Fenway Frank, or two, and were psyched to be able to experience a ball park that has so much history – Green Monster and all.



Best view in Boston

For their weekend in Boston, the media had the pleasure of staying at one of Boston’s newest boutique hotels, The Envoy Hotel. Situated along the water in one of the city’s fast growing neighborhoods, the Innovation District, the views from this hot spot are unmatched.

After a Red Sox game, we rounded off the evening with a boozy social on the Envoy Hotel’s stunning rooftop, drinking in the city skyline as well as a few signature cocktails.



Unforgettable brand experiences

The next morning, we were up at the crack of dawn to watch the fishing boats at Boston Fish Pier unload their daily catch. Legal Sea Foods gave us the behind the scenes scoop on how they choose their premium fish and what goes into making sure all their restaurants are getting the best and freshest fish.


Later that evening, our group dined with Legal Sea Foods at their Harborside location in the Seaport. It all began with Executive Chef Rich Vellante’s oyster shucking demo – that you can find live on Food Network’s Facebook page.


And the night concluded with a true sea-to-table dining experience where the media tasted Legal Sea Food’s freshest seafood dishes. Also at the table, was Legal Seafood’s CEO Roger Berkowitz who dined with the media and chatted about his journey with the brand.

Demarco Williams, Forbes Travel Guide editor, wrote about his experience with Roger Berkowitz. Check it out here.



After a classic duck tour excursion, the best way to get up to speed on your Boston history, the day peaked with a surprise trip to Ocean Spray’s cranberry bog just outside of the city. Knee-deep in cranberries, the media learned about cranberry harvest and finished off the experience with a bog-side luncheon. Needless to say, the group was berry pleased with the amazing Instagram pics they got from this adventure.




Feasting, beasting and sight-seeing

The next morning we kicked off the day the right way with a scenic run along the freedom trail in Hoka One One kicks!



And followed it with a lunch rendezvous to ArtBar in Cambridge where the staff pulled out all the stops – oysters, shrimp, mini tacos, a s’mores bar, and a sorbet bar!Picture1


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And from ArtBar’s patio, a boat picked us up for a little rosè and a cruise around the harbor with 90+ Cellars and Discover Boating.

BostonPicture1Screen Shot 2017-08-29 at 10.07.24 AMNamast’ay in Boston

We sent off our media with a restful rooftop yoga class, hosted by Boston- born brand Crane & Lion.


Who knew there was so much to do in our very own backyard? Check out the social chatter from this experience on Instagram at #CBCBostonExperience.


To say that Netflix is crushing the competition when it comes to on-demand television would be an understatement. Since it was founded in 1997, Netflix has quickly become a household staple and inspired other platforms like Hulu and Amazon to throw their hats into the ring. But it seems that no matter what the competition releases, Netflix cannot be beat.

When you consider the way we consume television, it’s no secret why Netflix is the most beloved of the options. The streaming platform has used many tactics to its advantage including: (1) binge-watching, (2) zero commercials, and most importantly, (3) releasing multiple Original Series.

In 2013, Netflix aired House of Cards as its first Original Series. Since then, Netflix has produced more than 100 in-house series. Below we look into some of the top-rated series and how Netflix’s marketing strategy positioned them for success.

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Powerful Partnerships

In 2016, Netflix partnered with Marvel to expand the Marvel Cinematic Universe with the release of popular shows like Daredevil, Jessica Jones, and Luke Cage. This collaboration built niche connections between Netflix and comic fans, as well as opened the door for future Marvel Universe opportunities. In fact, Marvel Studios just confirmed seven new shows with Netflix.


For Daredevil, Netflix created a digital outdoor stand ad in France.

In 2016, DDB Vancouver installed three billboards featuring three main characters in Daredevil’s season 2, and created individual hashtags for each character. As part of the campaign, “Hashtag your Hero to Fuel their Fury”, Netflix encouraged fans to tweet with their fav character’s hashtag (i.e. #Daredevil, #Punisher, and #Elektra). The total was counted at the end of each round and the two billboards with the least amount of social mentions were “damaged” by the winner.


Promoting Family Values

Most recently, Netflix released two series that have proven very popular: (1) Stranger Things, which ranked the third most-watched season of a Netflix Original Series; and (2) A Series of Unfortunate Events, based on the famous children’s novel series by Lemony Snicket. The latter was recently dubbed Netflix’s “first great TV for families” by the Verge.

netflix stranger things posterimage

Surprise, Not Saturation

One year ago, the Netflix CCO declared that the online streaming giant has little need to spend heavily on marketing. However, during the Super Bowl 2017 Netflix surprised its audience with the teaser video and premier date for the second season of Stranger Things. Rather than over-saturate people with commercials, the company has opted to sparingly sprinkle in a few teasers to increase buzz.

And the fans loved it!

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Product Placement

Netflix has also made impressive use of using other brands to fund its Original Series – in other words, product placement (examples below). By subtly placing their logo or product in Netflix’s hit shows, brands are making impressions to their target audience. Meanwhile, Netflix can remain “commercial-free” in some sense of the term.

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More and more younger generations are watching television online. As marketers, we need to stay on top of the evolving television medium.

All advertisers strive to produce great work that goes beyond selling and becomes viral entertainment that consumers talk about for weeks. But then what?

Many have gotten into the habit of cranking out one campaign after the other, without too much diversity in-between. But in the pursuit of staying fresh, they lose the longevity of their brand identity.

This is where Transmedia storytelling comes into play.


source: Wise Geek http://www.wisegeek.com/what-is-mass-production.htm#

Transmedia storytelling is simply defined as “telling a story across multiple media” and thrives off audience engagement. Different media forms work together to create a larger, more engaging story that immerses the consumer in the brand.


Traditionally, media franchises (like Harry Potter and Star Wars) have brought this technique to life by building off the original content with related games, toys, theme parks, etc. This results in a natural build of brand awareness and loyalty.


Perhaps the best example of a brand using transmedia storytelling happened in 2008 when car insurance company Progressive brought out Flo, the quirky saleswoman who has since become the face of the brand.


Over the last nine years, Flo has appeared in over 100 commercials, has her own bobble head, a Halloween costume, and even has a role in the racing video game ModNation Racers.

Flo’s ability to transcend traditional marketing mediums has helped Progressive appeal to the elusive younger audience.





Melbourne Metro

PSAs have a bad reputation. So when Melbourne Metro had to release a PSA for train safety, they seized the opportunity to break the monotony usually associated with PSAs by using transmedia storytelling.

The campaign started with a catchy jingle but has since expanded to an iPhone game, plush toys, and figurines.




When executed well, transmedia storytelling can extend the lifetime of a campaign and strengthen brand identity.

A seasoned agency recognizes that media consumption nowadays is more than just the initial viewing experience: it’s all encompassing. Your audience wants to engage, comment, share, and experience it. The ability to tap into this insatiable consumer behavior is what makes creative viral digital campaigns.


In other words, a few small changes in how you’re approaching your audience and the creation of an interactive campaign could leave you rolling in thousands of free and easy impressions.

So what changes can you make to produce campaigns that are powerful enough to reach unprecedented audiences?

A West Jet Christmas Miracle

In 2013, Canadian company West Jet went from bargain airline to leader in the industry after releasing a video that quickly became an Internet sensation. On Christmas Eve, the company sponsored a real-time gift-giving event in two different airports to spark buzz.

To complete this goal, West Jet had to get creative to foster positive brand image from customers.

Always is Always Innovative

To drive conversation, Always took a negative stereotype about girls and molded it into a positive branding strategy.

Cardstore Has A Breakout Moment

Cardstore by American Greetings posted a video 2 years ago called #WorldsToughestJob that has almost 27 million views. People were interviewed for a job with “unlimited hours” and “no breaks” on top of an increased workload on holidays … but the audience didn’t find out what the job was until the end.

At the end, it was revealed that they job was in fact being a mother. Since they do so much you should probably get them a card … from Cardstore.com, of course.

Jet Blue Wins Big

Recently, Jet Blue created a viral campaign, which shined a positive light on crying babies during flights. The advertisement was so successful it earned them the 2016 Grand Brand Genius Award from Adweek.



With every creative and innovative campaign, consumer expectations get higher and higher. Do you have what it takes to go viral?

Even though the birth of Facebook Live occurred last April, the brand has successfully preserved the feature’s spot in the limelight.

Over the past several months, the world has watched countless brands, bloggers and celebrities use it to creatively advertise products and reach new audiences. Whether it’s through cooking tutorials, a glimpse behind the scenes or a Q&A with an influencer, Facebook Live has certainly become an industry favorite.

Weelicious Live Facebook

In September, Cercone Brown organized a Facebook Live tour with blogger Natalie Thomas from Nat’s Next Adventure and Garnet Hill of their Mobile Boutique in New York City. Natalie gave viewers an insider’s peek into the unique boutique.

Garnet Hill Live

Not Just For The Professionals

It seems that even though similar apps such as Snapchat and Instagram Stories have experienced great success, the masses have yet to heavily engage with Facebook Live. The brand is attempting to change this by encouraging people like you – the everyday person – to get involved.

The brand has launched a campaign that is based on showcasing user-generated content and demonstrating how to go live.


While the tutorial ads feature statements like, “How to go live if you’ve got a hidden talent that you’re ready to make not-so-hidden” or “How to go Live when you have something to say and you just need to say it loud”.


The set-up for going Live is simple and encourages a spur-of-the-moment call to action. Facebook claims that they want to make the world more open and connected through the Live feature … if only people would begin to engage with it.

Controversy was sparked last year when Target went gender neutral with some of its products; with it came an important conversation amongst brands about the potential pitfalls of playing into gender stereotypes.

Many consider gender to exist on a spectrum rather than a male-female binary, causing brands to realize that consumers are more complex than gender stereotypes might suggest. The result: brands that are more inclusive of all gender identities.

At Cercone Brown, we’re calling this a “Marketing to Humans” revolution.


THINX, a brand that sells underwear specifically for a person’s menstrual cycle, is challenging gender norms with its “People with Periods” campaign. The ad features a transgender man, suggesting that females aren’t the only ones who would benefit from their products.





Many high-end fashion lines strut androgynous – gender-neutral – clothing on the runway, however, ZARA is one of the first clothing brands to make this look mainstream with their “Ungendered” collection.






Makeup isn’t just for ladies anymore. Covergirl has introduced 17-year-old social media darling James Charles as their first ever CoverBOY.

Meet James Here






Veritas Genetics

We at Cercone Brown are joining this movement to remove gender stereotypes from marketing, particularly through our work with Veritas Genetics – a whole genome sequencing startup that also markets tests for breast, ovarian, and other cancers by testing for BRCA mutation.



A mutation on the BRCA chromosome can increase the risk for breast cancer in both men and women. Among our many objectives is to build awareness that both women and men are at risk for breast cancer.




There is still a long way to go until marketing is truly intersectional and representative of all identities, but these brands are helping lead the march towards progress.

For brands that want to have a lasting impact, one thing is important to know: people remember experiences, not products.

Why it’s Important


Experiential marketing and branded entertainment immerse consumers into brands, forming positive associations and sometimes inspiring them to become brand influencers.

Through events and other branded entertainment, you give the consumer a tangible experience so that they will remember your brand. When they go to make a purchase in your category, they’ll remember that experience.

How you can implement it

The types of events and branded entertainment you host can range from strictly informative to wildly creative. Many brands set up booths at trade shows and other events to give consumers a more personal, in depth interaction with their brand.

image courtesy of Krista K. Catian, NAVFAC Pacific Public Affairs https://www.flickr.com/photos/navfac/10461564004

image courtesy of Krista K. Catian, NAVFAC Pacific Public Affairs https://www.flickr.com/photos/navfac/10461564004

photo courtesy of Nick Gray https://www.flickr.com/photos/nickgray/358452789

photo courtesy of Nick Gray https://www.flickr.com/photos/nickgray/358452789

Some brands try to reimagine the way consumers engage with their product by putting on interactive experiences.

Merrell’s virtual hike

It’s also important to leverage social media. Posting builds buzz and creates an online community to share the great experiences they had with your brand.





Follow Our Lead

We at CerconeBrown know just how important experiential marketing and branded entertainment can be. That’s why we frequently help hold pop up shops, mobile boutiques, and special events for our clients. Additionally, we host our House Programs multiple times a year, where influencers get mini vacations at locations across the country, allowing them the opportunity to engage with our clients’ products. We know that they may forget an ad, but they’re sure to remember an experience.

It’s official – Garnet Hill has packed up a collection of its most beautiful home and apparel products and set its sights on the open road! Their mission? To connect with their customer in a tangible way and provide a unique touch-and-feel experience in the comfort of her own backyard



This August, we’re celebrating the launch of Garnet Hill’s Mobile Boutique – a pop-up store that truly takes the concept of “experiential marketing” to a whole new level.

Built to feel like a tiny, natural home where you can literally touch, feel, and shop all of the beautiful Garnet Hill products, the boutique is equipped with all of the homey essentials – kitchen, bathroom, bedroom, closet, and a roof deck.




The pop-up is an homage to the brand’s Beautiful, Naturally mantra and was stunningly designed by ModEco Founder and HGTV Container Home personality Drake Boroja from a converted shipping container. It showcases an array of the most beloved Garnet Hill products, and serves as a venue for community events including wine tastings, farm-to-table meals, and other demonstrations.



The mobile store began its pilgrimage in Franconia, New Hampshire, is currently moving south through the state via Exeter, and will end in New York City.


Join the journey! Follow along with #GHmobileboutique or visit their Events Page on Facebook for information on how to experience the boutique yourself.

There’s something to be said about a weekend getaway to America’s wine region, Sonoma County. Breathtaking countryside, endless vineyards, the finest farm-to-table cuisine, all tucked into the rolling hills of Northern California. It’s the perfect spot to unwind and unplug – or to simply indulge in amazing food and a chilled glass of Sauvignon Blanc.

For 24 editors spanning a variety of lifestyle publications, this blissful vacation daydream became a reality during CBC’s Cooking Cottage experience from April 29-May 4.

The CBC Cooking Cottage is part of our House Program series and was born from the desire to provide editors and bloggers the opportunity to engage with a variety of brands in a tangible, meaningful way. Representatives from publications like Good Housekeeping, Oprah Magazine, Real Simple, Women’s Health, and more attended the organized oasis and left with a weekend experience they won’t forget.

Each day featured a new set of socially-engaging activities, each hosted by a different brand. The agenda included events like a wine and cheese at Arrowood Vineyard with President Cheese, an exclusive poolside yoga class with Clif Bar, tours of two Jackson Family Wines vineyards, a Pinot and Potatoes Paint Night with Alexia, and many delicious meals in between.

The Cooking Cottage experience gave participants an enchanting taste of the rich Sonoma culture, as well as an insider’s look at highly-coveted brands like Omaha SteaksSambazonStonewall Kitchen, and Simply Organic.

But don’t just take our word for it. Scroll through the amazing photos posted by our guests on the hashtag #CBCcottage on Instagram.

Until next year, Cooking Cottage!

It’s almost time for spring-cleaning to commence, and that junk drawer in the corner of your kitchen isn’t the only thing that could use some sprucin’ up. The Internet is filled with clutter—from political rants on satirical news sites to therapeutic venting sessions in the comments section—sometimes meaningless commentary seems impossible to escape. But wait…there’s hope! Viacom recently launched a project that seeks to generate attention and incite change in regard to important social issues that are often ignored.

What’d they do?

Teaming up with Witness, a human rights organization co-founded by singer-songwriter Peter Gabriel, Viacom released a series of PSAs titled, “Witness the Power of Story.” The subject matter of each PSA is catered to support each of Viacom’s networks (MTV, BET, Spike, VH1 and CMT) with a social good campaign. In order to have the most poignant impact, these campaigns resonate with each networks’ target audience:

  • MTV seeks to defy gender bias with their “Look Different” campaign
  • BET’s “What’s At Stake” campaign aims to inspire and empower African-American millennials
  • Spike raises awareness about veterans’ health issues with “Veterans Operation Wellness.”
  • Save the Music Foundation by VH1 is committed to keeping music education in public schools.
  • “Empowering Education” is CMT’s effort to improve rural education.

How’d they do it?

These aren’t your typical PSAs. You won’t see them on a poster, in a Facebook video, or the magazine in your doctor’s waiting room. Viacom has bigger plans. Instead, the media company is projecting astonishing and unbelievable (but unfortunately true) statistics, quotes and videos onto buildings in New York City.

 To all the ladies out there—have you ever been old “you’re too sensitive” or “you’d look prettier if you smiled?” MTV’s PSA is working to raise awareness of these stereotypes by projecting them around Manhattan. For BET’s PSA, a video is shown with the following statistic: “Stereotype: More black men are in prison than in college. Reality: Fifty-nine percent more black men are in postsecondary education than in jail.” Spike kept it short, but incredibly eye-opening with the statistic, “Twenty-two veterans commit suicide every day.”

All PSAs were strategically placed in order to increase their impact and relevance, such as VH1’s stats, which were shown on the Brooklyn Academy of Music. Similarly, Spike’s video about veterans’ health can be seen on an armory in Washington Heights. All the feels, am I right?

Why’s it matter?

Viacom’s ultimate goal is to generate awareness and make an impact; thus, feedback is fundamental to this project. At the end of each PSA, viewers are encouraged to visit the Witness.Viacom.com website to explore each networks’ initiative and upload their own photos, videos or stories using #story4change.

People have become blinded to the abundance of clutter we see on the Internet and social media every day. Score one for Viacom for the taking the initiative to put real problems in perspective for people every day with this engaging campaign.


SOURCE: http://www.adweek.com/news/advertising-branding/viacom-turning-nyc-buildings-billboards-combat-gender-and-racial-bias-170206


For the last seven years, Coca-Cola’s “Open Happiness” campaign provided a mantra that connected the brand and its consumers in a remarkable way. With clever ad approaches and recognizable exposure, Coca-Cola established a movement that associated the brand with philosophical and psychological happiness. But with the attention on the brand itself for nearly the last decade, Coca-Cola recently saw fit to put focus back on the products and get its consumers to re-commit to the brand’s actual beverage offerings.

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Coca-Cola’s new campaign “Taste the Feeling” was released last Tuesday with an abundance of new print and video advertisements to refocus Coca-Cola’s consumer base on the actual product in the bottle: that sugary sweet good stuff we all love to love.

The “Taste the Feeling” campaign, using their ‘One Brand’ strategy, has a very direct goal: to connect the Coca-Cola brand on a global level. While stressing the global campaign, Coca-Cola will strive to reinforce the notion that consumers choose Coca-Cola products – across all of its trademarks – based off of their preference and lifestyle choices.


The company intends to encourage consumers that their lifestyles already align with sugary Coca-Cola products, but in doing that, one can’t ignore how the global shift to healthier lifestyles puts a strain on Coca-Cola; while they are a completely successful brand, they’re fundamentally ignoring the bigger picture. Although the company offers ‘smarter’ lifestyle choices, the consumer base is still looking for a more revolutionary product that supports the movement to living a healthier life. Can the ‘One Brand’ strategy and the “Taste the Feeling” campaign serve to reconcile that gap between lifestyle and preference?

Whether you see it as a futile quick-fix, or as the tip of an iceberg that represents a huge step soda makers must one day take, with its new approach, Coca-Cola is ready to take you back to your special moments and remind you of the feelings associated with one of the world’s most beloved drink brands. The full set of “Taste the Feeling” television ads can be found on Coca-Cola’s YouTube page, but you can check out one of the commercials, which covers Queen and David Bowie’s song “Under Pressure”, below!

Take a picture, edit it with a cool filter, and post it for all your friends to see your retro, high fidelity lifestyle. AdWeek has dubbed this the “Instagram Effect:” the filtered, structured, “Valencia” way of seeing life through Instagram’s oh-so deliberate lens. The impact has not only affected Instagram’s laymen users, it’s also had the same effect on brands.


Brands are starting to realize the benefits of moving away from their more traditional, “perfect” photography for campaigns. Instead, they choose the more candid Instagram platform (however “filtered” it may be), which allows consumers to relate to the not-so-perfect portrayal of their product.

As industry veterans take cues from the contemporary social media landscape and its rampant transparency, they’re realizing that consumers are hyper-conscious of overly staged photography. The days of fake smiles and meticulously posed quasi-families eating cereal covered in Elmer’s Glue “milk” are perhaps over…

One of the many brands hopping on the bandwagon is Taco Bell. Their creative team, as of late, has focused more on realistic moments in time—such as friends eating tacos at the beach together—rather than overproduced, heavily styled food-tography. This tactic has great potential to ignite ethnographic relatability in Instagram-using consumers and, likewise, a touch of lifestyle envy and aspiration.

This sort of authenticity in advertising has become a very big part of the evolution of the new ad and marketing world. And as a social media platform, Instagram has become one of the top sites for major brands looking to capitalize upon this trend, allowing agencies to move away from traditional designs in favor of the very interface(s) their consumers use most.

So what makes an effective marketing photo in today’s Instagram world? Perhaps a simple shot of your food, edited with the Hudson filter, sharpened, brightened, structured and cropped. Just like the normal, consumer Instagram-er. Simple, on-brand, honest, and natural.



In the midst of the “fit revolution,” there is a greater push to exercise more. (Plus, who doesn’t love to wear those incredibly stylish gym-to-everyday outfits!?)

For those of us who actually make it to the gym and put our outfits to good use, we push ourselves in hopes of getting the physical results we yearn for. Sure, the fitness obsession can get a little crazy sometimes, causing women to compare themselves to other athletes, but it also helps us motivate one other. Nike has decided to turn this concept into a campaign. The focus? Women motivating other women.

The campaign’s first commercial is based on the inner dialogue of women while they are exercising. It’s called “Inner Thoughts”, and we have to say it is pretty spot on. It’s all about pushing yourself when you think you’re done; aiming to “just do it”, with results that make you #betterforit.

Like we touched on in our blog post a couple weeks ago, this campaign is on trend with the advertising movement toward specific targeting of the female consumer. According to Business Insider, Nike believes its women’s line could add $2 billon of additional sales by 2017. Hence, Nike recognizes that women’s spending power is huge and is still growing, and women make up a massive portion of its customer base.

How do you think women will respond to the #betterforit campaign? Will the motivation translate to consumer involvement?


Source: Adweek.com

What are the holidays about, exactly? “The holidays” – in quotes, mind you – have extended beyond certain days, say Christmas day or the days of Hannukah, to an entire season, one which seems to begin just after Halloween.

To many, they are about ritual of faith and the celebration of religious beliefs. According to many of our favorite, classic stories, the holidays are about love and a spirit of gratitude and compassion.  To a great many, the holiday season is simply about family and friends coming together.

Wherein lies our duty, as marketers, to chime in and support the holiday season commercially? Or are we in fact the creators of the holiday season itself, falling victim to the Valentine’s Day-as-created-by-Hallmark accusation?

Regardless, we can surely say that whatever the excuse is, we’re glad to be a part of it. We’re glad to be a part of the industry that creates such timeless holiday campaigns as the Coca Cola polar bears campaign (below). We’re glad, too, to be a part of the industry producing new advertising gems like Anna Kendrick’s commercial series for Kate Spade (below), or Gap’s post-Thanksgiving interactive digital shopping experience that gives shoppers insight into what their clothes “do” through a series of short films.

Above all, we’re glad to be a part of the industry that exalts the warmth of and the meaning for, whatever yours may be, the holiday season through great and innovative marketing.

Happy holidays — from us at CBC, to you and yours.


Remember that controversial statement that propelled Lululemon from fame to infamy? Well, the dust has finally settled and the issue has been set aside and forgiven. More importantly, though, this has given the brand an enormous opportunity to redeem itself in the public eye. And, luckily for Lulu, we think they’re doing it.

Upon broadening its men’s apparel collection, the fitness and athletic wear company has opened its first menswear store in New York City’s SoHo neighborhood just last week. (In fact, in a daring move, the store opened on Black Friday. We pity its employees’ first day on the job!)

Lululemon has also recently launched a successful holiday campaign, #givepresence. The featured video shows popular figures in meditation, fitness, personal health, and more speaking to the power of disconnecting from technology and slowing from the fast pace lifestyle we’re used to. Check it out below.

With nearly 3.5 million views in under three weeks, the #givepresence campaign video has successfully spread its message. And as for the SoHo men’s store, it’s by no means excluding the Lulu-ladies: there is a womenswear store slated to open up across the street.

These two moves—the holiday campaign and menswear retail location—mark a positive direction for the brand. Moving beyond the backlash against last year’s criticisms from Lulu’s then-CEO, the brand is using its clout in the fitness lifestyle industry to convey encouraging messages to rejuvenate the public’s perception.

We think it’s safe to say Lululemon is no longer sweating the small stuff.

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