Advertising Evolves – How Brands Become Friends

'If the brand were your friend, who would be the best?' we asked Lider's readers in a multimedia survey conducted from April 15 to 26, while also exploring which advertisements have left a mark in their memory. From 6079 responses, we again received confirmation of the slogan that nothing is as it seems. The narrower the category of services and products in which the brand is located, the more votes the leader logically received, thus democracy was confirmed with all its ailments and virtues.

The survey stored in the cloud received 492 responses, of which 66.9 percent were from women, and the largest number of respondents (43.1 percent) were aged 26 to 40 years and from 41 to 55 years (39.6 percent). The research also confirmed the thesis that consumer and user moods change rapidly and that what was appealing yesterday is unimaginable today.

The paradigm of the material-based economy has shifted to this digital and informational one, and with it, advertising has changed. There are no more declarative promises; consumers are sensitive grudge holders.

Socially Sensitive

About a decade ago, the domestic marketing market was thrilled by an advertisement from Kraš for the Dorina brand and its new chocolate with rice. In the ad, a young man of Asian descent speaks poor Croatian, saying that his parents no longer need to send him rice from China because there is rice here too, and it is in Dorina chocolate, 'chocolate with a lot, a lot of rice.' At that time, the ad was a hit, entertaining consumers who left piles of positive comments on YouTube and forums, but today, in the same market, it would likely not be welcomed with fanfare; rather, the company would be asked to apologize for racial discrimination and playing into stereotypes.

Although there are still examples of advertising in the domestic market that we classify as outdated and/or socially insensitive, even there new winds are beginning to blow. Following the example of Western brands, domestic ones have rolled up their sleeves and started to embrace a new marketing paradigm that requires them to respect consumer diversity and take care not only of their individual needs but also of the future of the entire world.

Turning Points

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Marina Bolanča, Chief Executive Officer Abeceda komunikacija
 

—As explained by Marina Bolanča, director and owner of the agency Abeceda komunikacije, one of the turning points in the marketing world was the UN's adoption of the 2030 Agenda and the commitment of all EU member states to non-financial reporting, in which companies must report on their actions regarding one of the seventeen goals of the Agenda.

– The 2030 Agenda was necessary to, colloquially speaking, get ourselves in order regarding the direction in which the world was heading. Companies, depending on their business and target audiences, choose one of the seventeen goals and adapt their actions to show how much they contribute to the goal they have chosen – Bolanča explained.

In the meantime, new generations of consumers have emerged, and their sensitivity to sustainability issues is exceptional, so it is logical that brands will adapt and communicate in accordance with expectations. Otherwise, they simply fall out of the game.

– The new paradigm has finally achieved that there are no more declarative promises, but authenticity is absolutely in first place. Since communication now occurs simultaneously across many channels, it is important to be very focused because credibility can easily be lost with one wrong step – Bolanča continued.

Shaped by Time

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Domagoj Davidović, kreativni strateg, suosnivač i partner agencije Švicarska

—Moreover, it should not be forgotten that, as creative strategist Domagoj Davidović says, marketing simultaneously reflects and shapes the time in which it was created. The new paradigm actually only reveals the expectations of consumers and society that have been shaped by messages over the past decade.

– We emphasized the importance of authenticity, convincing millennial consumers that they can achieve everything they want, that they can change things for the better, and we celebrated all small successes. Consequently, we raised a generation and created an environment of high expectations, but also high criticism towards everyone who does not meet those expectations. The consequence of this is also the well-known cancel culture – Davidović stated, emphasizing that for truly successful adaptation to the new paradigm and meeting new social expectations, it is necessary to change organizations from within, not just externally through advertising.

– Yes, it is necessary to share and promote the values and positions of organizations, but before that, those values must be successfully lived – Davidović concluded.

The Purpose of the Brand

At the core of the new marketing paradigm is the so-called purpose-driven marketing that goes beyond mere revenue chasing. This phrase has been particularly relevant in the past year, during which brands, especially Western ones, decided to invest their marketing budgets in campaigns or projects that help consumers affected by the pandemic. However, when the pandemic ends, consumers will still expect companies to engage in social issues and use their resources and influence to create a better world in the broadest sense.

As Zvonimir Seki, director of marketing at Franck, says, at Franck they strive to ensure that all their projects that follow the purpose-driven philosophy have direct connections to their products because they believe that this way they can create longer and stronger connections with consumers, but also with the wider community, based on the values they identify with and topics of broader social significance that they recognize as important.

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Zvonimir Seki, direktor marketinga Francka
 

—– Franck is guided by the principles of sustainability and responsibility, which we informed our consumers, employees, and the wider public about in our first Sustainability Report, which provides an overview of our activities and achievements in meeting the United Nations' Global Sustainable Development Goals. Thus, we clearly defined and presented our comprehensive sustainable development program and identified our priority goals: decent work and economic growth, sustainable consumption, production aimed at preserving natural resources, and climate protection – Seki said, adding that a good example of applying these goals is the recently presented Franck Beestro project for Franck's teas, aimed at protecting endangered bee populations, in which they also collaborate with the Croatian Beekeeping Association.

– In preparing the project in which we allow consumers to plant honey-producing flowers for bees, whose seeds come in Beestro's planting container, we were guided by the idea that if each of us does one small thing for bees, because without them there would be no 75 percent of agricultural crops, together we can do a lot for the world we live in – Seki emphasized.

We also asked our interlocutors how the application of the new marketing paradigm looks in practice, that is, what kind of communication today would be unacceptable, while just a decade ago it was completely acceptable and common.

The Question of Measure

Seki claims that once the use of a wide range of stereotypes was standard in the advertising industry, but today that is not the case. Moreover, today some global brands are opening topics that sometimes polarize, either from an ideological perspective or due to different experiences and value systems of targeted consumer groups.

– Of course, it is always a question of measure and business decision: an excess of 'political correctness' can sometimes result in rather sterile campaigns and communication strategies that leave people indifferent and do not achieve a stronger effect. Similar trends have also been noticeable in our market in recent years, with brands addressing issues of gender equality, LGBT rights, ecology, and sustainable business… which are all positive shifts –​ Seki noted, adding that the credit for this primarily goes to the undeniable development of technology and the arrival of a new generation of consumers.

Davidović attributes the changes to the era of awareness (woke) and the fact that we, as a society, have become sensitive to a range of problems and topics that we previously did not pay enough attention to or ignored.

Yesterday and Today

Movements such as #metoo, #blm, or #stopasianhate reflect a collective acceptance of some forgotten values or a reminder of them. When it comes to campaigns from the domestic market, Davidović cites the example of the inappropriate communication of the brand Ol Istria 'Virginity Beyond Doubt,' which provoked many reactions in the public, even many complaints to the Gender Equality Ombudsperson.

– In the same category in the same market, an identical product and an identical creative approach created about a decade ago were praised as good marketing work – Davidović said, referring to the work of the agency Bruketa&Žinić from 2011 for the Chiavalon oil brand 'Last chance to pick up a virgin,' which won an award at Outward.

– This is a good example of the evolution of communication thinking and the new marketing paradigm in which we operate today – Davidović concluded.

Marina Bolanča sees the greatest change in the cessation of exploiting women solely as sexual objects. That this is so is evident when comparing, for example, today's communication of the brand Pipi with its old advertisements featuring Ana Sasso.

– Ten years ago, expressing homosexuality in campaigns would have been unacceptable, but today it is increasingly applied as we begin to behave more openly and liberally, although some topics remain taboo in parts of society. However, what pleases me the most is the approach to reality and the use of real people in campaigns. Dove has done a lot for this by showing women as women, not exclusively as models whose looks make men's jaws drop, while women feel depressed because they cannot achieve such looks even if they stop eating anything from now until forever. It took time to realize that this is not about diet or exercise, but about Photoshop, which they cannot compete with – Bolanča said.

Applied in Practice

If we judge by the aforementioned examples, domestic brands, or rather their customers (especially millennials and Generation Z) are ready to accept the new marketing paradigm based on the foundations of inclusivity, authenticity, sustainability, and social sensitivity. Although it has been trumpeted for years that 'the consumer must be king,' for the first time this appeal is being applied in practice. Brands that value themselves tailor their communication by considering all aspects of consumers' lives, invest resources in projects that improve their well-being, and think twice before launching a campaign that plays into stereotypes or could harm someone's personal integrity.

Cynics will say they are motivated by money or fear of consumer backlash, but that is actually not important. As Davidović explained, marketing educates consumers just as consumers shape marketing communication. If the world benefits from the acceptance of the new marketing paradigm, the motives are not important.

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