Marketing Briefing: ‘People are still processing’: Why advertisers are using a wink and nudge play for return to normal messaging this summer

By Kristina Monllos

In March, President Biden addressed the nation and proposed that celebrating the Fourth of July as normal would be a possibility, should the vaccination goal of 70% hold true. It was a glimmer of hope at a time when what the post-Covid world could look like wasn’t nearly as clear. We’re not still yet post-Covid — the Delta variant is increasing across the country and elsewhere — but people are returning to socializing and celebrating together.

And predictably, that’s what brands are aiming to showcase in marketing messages and advertising now. Michelob Ultra’s latest effort, which was released earlier this week, featured copywriting about “finally being reunited for the long summer days,” for example. Michelob Ultra is one of a number of brands — brands like Limestone Branch Distillery and Marriott that have new campaigns aimed at reminding consumers of gatherings and travel, for example — giving a wink and a nudge to the return of normalcy in marketing messages now.

“Marketers always like to connect with consumers who are sharing an experience,” said Allen Adamson, brand consultant and co-founder of Metaforce. “Something unique is going on this summer where we’re not only enjoying summer but a return to normality. There’s a huge shared experience of travel, movies, etc. It’s like a holiday season where people share the same thing during the same time. Marketers always try to connect to that because they want you to pay attention to them and if they are talking about something people are all doing that helps.”

While brands are aiming to be part of the excitement for a return of normalcy this summer, marketers and agency execs say there’s a balance to strike. Brands don’t want to create advertising that could be tone deaf by talking too explicitly about the return to normalcy, nor do they want to create a spot that could be stale in a matter of weeks like they did with the “we’re here for you” messaging early on in the pandemic, explained marketers and agency execs.

“There’s definitely that sense that they don’t want to go too far in celebrating,” said Noah Mallin, chief strategy officer at IMGN Media. “People are still processing what they just went through. While there might be this crazy relief in areas like New York, for a brand to talk about it might not feel that comfortable.”

At the same time, brands want creative that can still be used “even if the moment wears off,” noted Mallin, which makes it more appealing to hint at the return to normalcy rather than explicitly state that in ads for this summer.

Even so, flicking at the idea of a return rather than simply going back to normal summer marketing messages can help capture consumer attention, explained Brendan Gahan, partner and chief social officer at Mekanism. “With so much vying for our attention, and people looking to make up for lost time, brands are trying to find any edge to capture attention,” said Gahan. …read more

Source:: Digiday