Welcome back to our monthly eComm news! This month we are looking at some fun and inspiring work that has taken place over the last month, including April Fools Day, brand collaborations and a look back at Easter spending trends and what that means for planning 2025.
1st April is a great opportunity for brands to get as creative and silly as possible without needing to consider budget, logistics, ROI, or any of that other important stuff that gets in the way of a good idea!
So, did you have your wits about you this April or did you fall for any of the cleverly convincing campaigns? Here’s a look at some of our favourites, past and present.
Public Transport Victoria had commuters excited for a brand-new mode of transport coming to the Metro. The ad was eager to introduce ‘The Parliament Station Slide. Simply collect your hessian sack at the myki turnstile and enter either the slow, fast or express slide lane direct to your platform.’
Surely one of the better starts to a working day – a quick trip down the slide and straight onto the platform. We are happy at XPO:TMA to sign a petition to bring this to reality if there’s one going!
How about Duolingo on ice? The language learning app sensation teased a 4-hour-long ice-skating musical with hits such as ‘French or the Trench’ ‘Spanish or Vanish’, ‘Portuguese or the Authorities’ and ‘Play this Melody or I’ll Frame You for a Felony’ amongst plenty of other hilarious musical ultimatums. Check out the trailer for a good giggle:
Sparkling Hot Dog Water anyone? 7-Eleven pitched it’s latest tasty, refreshing flavour variant as exactly that: the water you cook hot dogs in… sparkling.
“While crafting flavours like Lemon Lime and Sweet Orange came more easily, our journey took an unexpected turn with the creation of Big Bite Hot Dog Sparkling Water – a daring flavour that pushes the boundaries of flavour innovation,” said Marissa Jarratt, 7-Eleven, Inc.
USA Today was actually sent a can and their review of the latest launch was as you’d expect… gross.
UK Kebab house, Kebhouze decided to delve into the infant nutrition category by unveiling ‘My First Chicken Doner Kebab’ to address the well-known parental concern that babies do not get enough early exposure to kebabs.
The ‘Ke-baby Food’ puree promised to be full of protein as well as essential vitamins and minerals with a blend of ‘tender chicken kebab, sweet, caramelised onion, crisp lettuce and a creamy lemon and black pepper mayonnaise.’ To be honest, it sounds quite nice really.
Of course we can’t overlook the playful risks involved in tempting consumers with quirky and imaginative concepts. Sometimes brands are left with no choice but to actually produce their creations due to popular consumer demand! In 2022, Subway pulled an April Fool’s prank by advertising the ‘SubDog’ – a footlong hot dog.
The prank generated over 20k engagements online and genuine demand was ignited. The SubDog was launched for a limited time in collaboration with one of our very own clients – DON.
Ryan Petie, Publicis Worldwide executive creative director, adds: “The best brands are equally good at listening as they are at talking and acting. When we heard David Thompson acting so passionately about the Subway SubDog, there was no way we couldn’t deliver.”
In keeping with the April Fool’s Day trial and error experiments, many brands are teaming up to produce weird and wonderful novelty collaborations.
Do you love ranch/buffalo sauce so much you could just kiss it?! Well, Burt’s Bees have got your back by teaming up with Hidden Valley Ranch to produce a limited edition four-pack of curiously flavoured lip balms. The novelty mash-up sold out within a matter of hours.
Salad dressing not your thing? How about cheese scented nail polish?! American cheese brand Velveeta teamed up with Nails INC to develop 2 cheesy shades – La Dolce Velveeta (yellow) and Finger Food (red). “Velveeta is known for its rich, creamy texture and cheesy, melty goodness, so what better way to bring this to life for our fans than with something equally as rich and creamy — nail polish,” said Kelsey Rice, senior brand communications manager at the Kraft Heinz Company, in the press release.
Less bizarre but still an exciting novelty is the anticipated collab between Bonds and The Wiggles. The duo of brands are set to release their first children’s clothing collection this April. It includes pullovers, sleep sets, trackpants, tees, socks and undies in colourful and playful designs ‘bringing a touch of Wiggly magic to everyday life,’ said the Wiggles.
Limited edition brand collaborations may not always be the highest driver of profits, but it is clear to see the excitement and fun they stir up with consumers which brings great exposure and experiment for brands. In essence, brand collaborations are not just about creating products; they’re about crafting experiences that capture consumers’ imaginations, making brands more memorable and relatable in the process. This fusion of creativity and partnership not only elevates brand visibility but also fosters deeper connections with audiences, ensuring that brands remain at the forefront of consumers’ minds long after the novelty wears off.
So, what’s your ideal collab? Chicken Salt flavoured Coca Cola? Mars Bar flavoured tequila? Salami scented shower gel? Wet dog scented candles?
Looking to embark on your own creative brand linkups and collaborations? Look no further than XPO:TMA. With our expertise is bringing innovative ideas to life (both online and offline) we’re poised to assist brands in crafting memorable and impactful partnerships that resonate with their target audience. Let’s collaborate and create something truly extraordinary together!
Shoppers can now proudly display their allegiance to ALDI quite literally by dressing head to toe in ALDI’s latest own-branded streetwear collection.
ALDI Australia has introduced ‘ALDImania’ – a limited edition streetwear range that boasts 23 items all priced under $20. The range includes slides, bucket hats, beanies, fleece hoodies, sneakers, track pants, socks and even an umbrella. Every piece proudly showcases ALDI’s distinctive branding.
Belinda Grice, ALDI Australia’s Buying Director for ALDImania, explains,
“While we’ve been providing our shoppers with high-quality, affordable loungewear for years, this marks the first time we’re introducing our own brand of leisurewear to the middle aisles.” She emphasizes that the range is tailored specifically to cater to ALDI budgets, without compromising on quality or comfort.
Crafted from sustainably sourced or recycled materials, the collection offers a mix and match aesthetic, allowing customers to blend their own sense of style into their outfits. Grice expresses excitement about seeing shoppers share their passion for ALDI through the collection.
ALDImania is set to hit stores on 13th April, available for a limited time only. We can’t wait to get our hands on some merch!
Australians are expected to splurge approximately $18 billion this Easter season, covering DIY projects, holiday travels, and festive indulgences. This surge in spending is attributed to a 2.4% population growth, as identified by the Australian Retailers Association (ARA) in collaboration with Roy Morgan.
So which categories and retailers can we expect to see this spend happening?
Home Improvement: Despite a slight decrease of 0.5% from the previous year, Australians are still estimated to spend a hefty $6.3 billion on home improvement projects. With an average DIY expenditure of $852 per person, the appeal of home improvement remains strong, with 7.8 million Australians diving into various DIY projects.
Festive Spending: The Easter Bunny will be pleased to read that confectionery spending is anticipated to jump (or hop) by an impressive 23.5%, reaching $2.05 billion. This surge is driven by 17.3 million Australians planning to indulge in Easter food and chocolate, particularly among the 18 to 34 demographic.
Travel: Travel spending is forecasted to fly up by 5% to $9.6 billion, with a significant shift towards overseas destinations. While 53% of travellers will opt for holidays within their state, 34% will venture interstate, and 13% will set their sights on international travel. Notably, overseas travel spending is expected to climb by 26% to $3.8 billion.
To summarise, it looks like us Aussies are set for some ambitious DIY projects followed by Easter egg comfort eating and a holiday get-away while the more capable tradies fix our DIY disasters!
And that’s it for April! Reach out to the XPO:TMA team if you find this work inspiring and we can get started today!
