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Edeka welcomes immigrants

Credit: Gyrostat/WikimediaWith the rise of the immigration crisis in Europe, Germany has played host to hundreds of thousands of immigrants and the numbers continue to rise. However, this does not mean that tolerance for immigrants has risen as well.

Indeed – there has been a rise in the number of hate crimes committed against minority groups in Germany. In an effort to raise awareness about the importance of foreigners and foreign products in Germany, the Edeka supermarket in Hamburg removed all foreign products from its shelves and replaced them with signs that read, “this shelf is quite boring without variety” and “so empty is a shelf without any foreigners.” Edeka wanted to show the importance of diversity, among both their products and in their consumers.

By Edward LeBoutillier

Brands celebrate Saudi women

Brands celebrate Saudi women

Talking about localisation… In order to modernise and diversify the country’s economy, Mohammed bin Salman or MbS has been introducing controversial economic and social reforms in Saudi Arabia. The Crown Prince has vowed to take the country away from religious fundamentalism and reduce its dependency on oil revenues, but perhaps one of his most exciting reforms regards the role of women in the kingdom. Their role is set to drastically increase in society – enjoying greater freedoms, and on the 24th June, they were finally granted the right to drive. With this in mind, Creative Culture looks at how brands have been reacting.

Uber

In 2017, Uber announced it would allow women to sign up to become drivers. This year, the company is taking it one step further by implementing changes in its app which will allow female drivers to set their preferences to female-only riders – a decision made in response to Ipsos research which reported that 74% of potential female drivers would only want female passengers. Uber has also partnered with Al Nadha – a Saudi Arabian charity which promotes gender equality – to financially support women who want to obtain their license.

Chevrolet

Despite only offering their 24/7 roadside assistance service to anyone who bought one of their cars, Chevrolet is now expanding their offer to include all Saudi women, no matter what car they drive. As part of their offer, Chevrolet are offering Emergency Towing, Fuel Delivery and Courtesy Transportation.

Coca-Cola

As one of the first brands to celebrate the announcement, Coca-Cola has produced a television advertisement which celebrates the new reform. The ad shows a father and daughter swapping seats so that he can give her a driving lesson and uses the tagline of ‘Change has a taste’. Despite being designed to celebrate the reform, the brand was actually criticised on the grounds of commercially benefiting from women’s rights, with many comparing it to the Pepsi ad with Kendall Jenner.

By Edward LeBoutillier

Luxury brands using WeChat

Luxury+brands+using+WeChatDid you know that Facebook is banned in China, and that the country has developed its own social media, the most popular one being WeChat? The app, which started out as a messenger service, added more features with time, including a wallet to transfer money to friends or to pay when purchasing a large range of products and services.

The messenger app now has more than 900 million daily users, so it’s no wonder that brands are trying to use it to their advantage. Luxury brands such as Burberry, Louis Vuitton, Givenchy and Dior are already launching flash sales to attract their Chinese consumers. Longchamp has launched two in-app stores: one which allows users to personalise some of the brand’s products, the other to post reviews of past experiences in physical Longchamp stores. Obviously, selling luxury items on an app is not an easy task, since customers usually want to see the product before buying it. That being said, brands are hoping to raise WeChat users’ awareness and to eventually boost their sales.

By Edward LeBoutillier