Creative must have a balance between cool and effective. Cool concepts drives attention to the brand, creates discussion, and win awards. Effective content however actually supports the brand and puts their products in a positive light. An example of this is the molding Burger King ad. A very creative and cool concept that started up conversation surrounding preservatives and what consumers desire out of fast food. But it was not effective in driving sales as it created a negative association with consumers, Burger King = moldy food.

I enjoy walking, running, Pilates, and yoga!

Rhode: Their sensory marketing campaigns has put their brand on the map in unique way by appealing to audiences through taste, touch, and smell.

Dunkin Donuts: The banana craze campaign allowed for Dunkin to attract a younger audience with memes and silly content. Banana is not a traditional flavor everyone likes, but Dunkin had everyone talking about it and trying their drinks through their marketing.

Nami Matcha: With their aesthetic branding and current matcha popularity, Nami has emphasized the importance of authentic matcha and the ritual of creating it though their social channels.