Connecting with consumers – millennials in particular – is not so straightforward as it used to be. In a world where it’s easier than ever for brands and ads to be blocked, the way we communicate and cut through the clutter has changed. The challenge to engage becomes even greater when the brand has been absent from the conversation for years and is perceived to be a commodity. So, how does a century old salt brand suddenly become culturally relevant? By unlocking the power of partnership.
Morton Salt joined forces with Ogilvy & Mather and OK Go to produce “The One Moment” music video, one of the breakout hits of 2016. This inspired move launched Morton’s first-ever master brand platform – “Walk Her Walk” – and helped to reignite the Morton brand inside and out. In this panel discussion, we’ll lift the veil on the creation of “The One Moment” music video – the ups and downs and big pay-offs of partnership.
- How to be comfortable loosening your grip on your brand, inspiring people to engage with it on their terms
- How to take calculated risks and, more importantly, sell ideas into your organization
- How to go against all category conventions, and overcome ‘baggage’ about what your brand is today, so you can turn your aspirations into reality.