ClickZ Household Newsletter - 09.05.2024

PLUS: Mattress Firm's DoorDash dash and Meghan Markle's sweet American Riviera debut.

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ClickZ
September 05, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Andrex, the toilet roll titan, has decided it's time for a makeover. No, not just any makeover—a full-blown transformation to rebrand itself as a skincare and personal care heavyweight.

Forget the days of being lumped in with household products; Andrex wants you to think of it as more beauty than bin liners. Matt Stone, the marketing maestro for the UK and Ireland at Kimberly-Clark, is leading this charge, and he's not holding back.

In collaboration with the design wizards at Pearlfisher, Andrex has rolled out its most significant redesign in over a decade. The goal? To reflect that their products are essentially personal care items, deserving of a spot in your beauty regimen. Stone tells Marketing Week that the brand's visual identity needed a serious upgrade to match its true nature.

This isn't just about slapping a new logo on the packaging. It's a strategic move to drive value in the toilet roll category by aligning it closer to skincare. Andrex is on a mission to change how you see toilet paper—no longer a mere household necessity but a luxurious part of your daily routine.

Mattress Firm and DoorDash have teamed up to offer two-hour, on-demand delivery from over 2,300 U.S. locations. This service, ideal for college students during the back-to-school season, includes real-time location updates via the DoorDash app. DashPass members benefit from waived delivery fees and reduced service fees. This partnership aims to meet modern consumer expectations for quick and convenient shopping experiences.

American Riviera Orchard kicked off with the release of an exclusive set of strawberry jam

Meghan Markle is set to launch her lifestyle brand, American Riviera Orchard, next year, coinciding with her new Netflix series. The brand will reflect her personal values and interests, featuring products like ARO jam. Despite trademark issues, Markle remains enthusiastic, focusing solely on ARO for now.

Knorr's success as a $5 billion brand is driven by its innovative, glocal approach, meeting diverse consumer needs with superior products. Rapid AI-driven development and strategic marketing, including celebrity endorsements, have made Knorr bouillons essential in kitchens worldwide, ensuring convenience, consistency, and exceptional taste.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

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