LSN : News : Dove calls out ageism and sexism in #KeepTheGrey campaign

Digital fashion brings IRL fun to experiential pop-up store

Zero10 and Crosby Studios, US

New York – A new experiential retail concept from AR fashion platform Zero10 and Crosby Studios is bringing digital fashion into a physical setting. Visitors to the pop-up store can scan QR codes using an app to try on digital-only clothes in real time using their smartphones, with Zero10’s augmented reality technology also allowing them to digitally tailor the garments by uploading a picture.

Designed by Crosby Studios, the collection celebrates its digital nature with fantastical garments that could only exist in virtual reality. Inspired by 1990s video games, pieces include a chequered suit, light shirt, pixel leopard hoodie, disappearing pants and video game trousers. The store setting itself is designed to allow visitors to freely interact with the digital fashion without being interrupted by physical objects. ‘We wanted to create a new concept of pop-up spaces responding to retailers’ needs to attract a new generation of consumers but also evolving the format of pop-ups that are not about product display any longer,’ explains George Yashin, CEO of Zero10.

The pop-up showcases how, as the physical and digital worlds continue to merge, retailers can continue to innovate with Hyperphysical Stores that allow both to co-exist and provide a compelling reason to visit in person.

Strategic opportunity

Consider creating a digital-only collection that customers can interact with in a purpose-built physical store environment

This festival wristband monitors alcohol intake

Lickalyzer by Karhu and Reaktor Creative, Finland

Finland – In the chaos of a music festival, it's all too easy to lose track of how much you've had to drink. Tackling this problem, Finnish beer brand Karhu is releasing a festival wristband that allows attendants to monitor their alcohol intake levels safely and conveniently.

The wristband features an integrated alcohol meter that wearers can lick to reveal their blood alcohol concentration (BAC) levels swiftly and discreetly. The prototype was tested successfully at the Solstice festival in Finland in June and there is now interest to bring the technology to additional events.

In the Covid era, self-testing has become much more commonplace, leading other sectors to adopt the practice and innovate new products. ‘More careful self-monitoring of alcohol consumption could potentially help festival-goers have an even more enjoyable time out and about. We want to help our consumers pace their drinking, especially when it’s hot outside,’ says Alexander Sneen, vice-president of marketing at Sinebrychoff, the Finnish drinks company behind Karhu.

With members of Generation Z making an effort to lower their alcohol intake, inventions such as this show how drinking can be enjoyed more responsibly and safely.

Strategic opportunity

How can nightclubs and other entertainment venues introduce similar alcohol monitoring products to help visitors keep track of their intake and have a better time?

Dove calls out ageism and sexism in #KeepTheGrey campaign

Global – Fighting back against ageism and sexism in the workplace, the Unilever-owned personal care giant has launched a new social media campaign revolving around the hashtag #KeepTheGrey. Dove has turned its gold logo grey and is encouraging social media users to set their profile pictures to greyscale to show solidarity, while the company will also donate £65,775 (C$100,000, US$76,065) to Catalyst, a non-profit organisation helping to build more inclusive workplaces for women.

The company is taking a stance just days after Canadian news anchor Lisa LaFlamme was fired suddenly from CTV News amid accusations of age discrimination. Although the campaign doesn’t refer to specific individuals, the story is causing widespread discussion across Canada. While it’s a marketing strategy that risks coming across as opportunistic, the campaign aligns with the brand’s long-standing commitment to build a more inclusive definition of beauty for women.

With ageing populations around the world, the campaign comes as a reminder that age is a diversity issue brands can’t afford to neglect. As we’ve previously explored, it’s also worth noting that age-related insecurities also affect men.

#KeepTheGrey by Dove

Strategic opportunity

Create marketing imagery that reflects people of all ages, especially older consumers, and ensure that you are hiring from a broad range of age groups

Stat: Cannabis use among young US adults is on the rise

Houseplant by Seth Rogen rebranded by MA-MA and Pràctica, US

Cannabis is becoming an increasingly regular part of young people’s everyday routines. According to research by consumer insights platform YPulse, almost one in four young adults in the US use marijuana daily.

An increase in cannabis and alcohol consumption is often blamed on the pandemic. Before the pandemic, 33% of individuals in the US aged 21–39 reported having used marijuana; by 2021, that number had risen to 40%. But while drinking levels have been declining to pre-pandemic levels, the use of cannabis has continued to rise. According to this year’s survey, 44% of people aged 21–39 have consumed cannabis recreationally.

The perception of cannabis as less dangerous than alcohol may be one of the contributing factors behind its increase. In contrast to alcohol, which 44% of those aged 21–39 deem harmful, only 32% of this age group classified marijuana as harmful.

Attitudes to cannabis are changing, as consumers seek out Alternative Intoxication methods that they deem less harmful than alcohol.

Strategic opportunity

How can alcohol companies emphasise the positive effects of drinking? In moderation, alcohol can be a powerful tool for connection, something which young people value