News 30.05.2024

Need to Know

Christofle serves tableware on the tennis court in new campaign, Microsoft introduces an AI companion for in-game assistance and cost-conscious Americans are saying that fast food is now a luxury.

Christofle serves humour and elegance at French Open

The Match of Good Manners Campaign by Christofle, France

France – French silversmith Christofle is injecting humour into its latest campaign to promote a limited-edition collection in partnership with the French Open. Titled 'The Match of Good Manners', the campaign features internet influencers Laszlo Badet and Alice Moireau engaging in a humorous etiquette showdown.

Instead of a typical tennis match, the duo face off in a contest of poise and table manners using Christofle's Roland-Garros-branded cutlery. Set against clay courts, the campaign showcases the Mood, Mood Party and Mood Coffee sets, each housed in decorative, egg-shaped holders in a terracotta hue reflecting the tournament's courts. The video highlights Badet and Moireau navigating various dining scenarios, from sipping soup to arranging cutlery, with their manners judged by an enthusiastic crowd. This playful take on traditional etiquette aims to bring Christofle’s luxury flatware into the spotlight. In Racquet Culture Redefined, we analysed how other brands dive into tenniscore to reposition racquet sports for new generations.

Strategic opportunity

Consider partnering with sports tournaments and competitions to create unique, co-branded products that can leverage the event's visibility, make your brand more relevant and attract a broader audience

Nissan unveils fragrance to power up Shanghai E-Prix drivers

Smell My Dust Fragrance by Nissan, Global Smell My Dust Fragrance by Nissan, Global
Smell My Dust Fragrance by Nissan, Global Smell My Dust Fragrance by Nissan, Global

China – Nissan has ventured beyond automobiles, launching a perfume named Smell My Dust aimed at enhancing its drivers' performance at the inaugural Shanghai E-Prix. The sixth-largest global automobile maker is leveraging the power of scent to evoke emotions and memories, potentially giving drivers a competitive edge.

Smell My Dust captures the thrill of racing, with top notes of tyre remnants from Nissan's e-4ORCE 04 cars, balanced by sweet cherry blossom petals. Additional notes of rosemary, burnt sugar and woods are included to reflect the grit of a racing team. 'We’re excited to present a perfume that captures the essence of the team,' said Tommaso Volpe, managing director and team principal of Nissan's Formula E team.

In an unprecedented move, Nissan will share the fragrance with all 10 teams competing at the event to level the playing field and avoid any possible accusations of doping. In our Scents and Scent-ability viewpoint report, we previously analysed how the future of fragrances will include functioning perfumes created for wellness and mood. Given Nissan's invention, performance should feature, too.

Strategic opportunity

Explore the development of signature scents or other sensory elements that embody your brand's identity. Can your olfactory identity enhance customer experiences or deepen brand connections?

Microsoft introduces Copilot AI companion for Minecraft adventures

Minecraft, Global Minecraft, Global

Global – Microsoft has teased a new integration of its AI companion Copilot with sandbox game Minecraft. Powered by OpenAI’s GPT-4o, Copilot is set to transform the Minecraft solo gaming experience by offering real-time guidance and interaction for players, mimicking the social dynamics of gaming with friends.

According to demos shared on social media in May 2024, Copilot will share real-time in-game assistance and survival strategies. While similar functionalities exist in basic tutorials, Copilot’s use of natural and conversational language seamlessly integrates into gameplay without disrupting the experience, fostering a parasocial relationship between the player and the AI guide.

Commenting on the new updates on X, Microsoft AI CEO Mustafa Suleyman wrote, ‘Soon your AI companion will start to live life alongside you, whether playing Minecraft or helping you navigate life’s most difficult challenges,’ suggesting plans to expand similar AI Companion functionalities to everyday life.

For now, however, Copilot could help make gaming more accessible for beginners, helping to create more inclusive spaces within gaming for Women Who Play and other minorities historically overlooked by the gaming industry.

Strategic opportunity

Recognising and responding to human emotions fosters loyalty and enriches user experiences. How can you enhance the emotional intelligence (EQ) of your AI tools to develop stronger relationships with your customers?

Stat: Fast food is becoming a luxury for cost-conscious Americans

Pizza Wine, US Pizza Wine, US

US – A recent study conducted by Lending Tree reveals that Americans are increasingly viewing fast food as a luxury due to inflation-driven price hikes and tighter budgets.

Some 78% of consumers say they are shifting their perception of fast food's value because it has become more expensive, while half say it is because they are struggling financially. Moreover, three in four people in the US typically eat fast food at least once a week, but 62% say they are having it less often due to rising prices. The research highlighted that Americans who earn less than £23,500 ($30,000, €27,650) a year (71%), parents with young children (58%), Gen Z (58%) and women (53%) are particularly affected.

To combat this trend and recover lost customers, food retailers have introduced new saver meal options. McDonald’s announced plans to launch a £3.92 ($5, €4.61) meal deal and Wendy’s introduced a £2.35 ($3, €2.76) breakfast deal. We have previously discussed how brands are reacting to changing consumer behaviours in our Cost of living topic, namely by developing adaptive initiatives focused on loyalty and innovation.

Strategic opportunity

Have you ramped up your loyalty programmes to reward frequent customers and consolidate long-term relationships in the light of the cost-of-living crisis? Cost-conscious consumers will be more dedicated to brands that actively value their spending in times of austerity

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