Magnet #39

Welcome to Magnet, this week we’re talking about how magazine’s have reinforced belief of a consumer trend, how Heinz is apologising for being late, and the first virtual model.

Enjoy.

Data: Magazine Circulation

This week, we’ve seen the bigger picture of the affect the pandemic had on magazine circulations, with data released by ABC for 2021, and it highlighted a definite trend in consumer interest in the home and garden, which correlates with the idea that the pandemic has truly placed the home at the centre of our lives. The data shows:

·         BBC Gardeners’ World  had  a 15% rise in its average issue actively purchased circulation.

·         House & Garden, a Condé Nast title had from an 8% rise in actively purchased circulation.

It’s useful to know that there's been growth in interest in magazines, and that the home & garden is a consumer trend to watch out for in 2022.

Campaigns:

Hilariously, Heinz  took out a full-page print ad in the Guardian apologising to the British public and Heinz founder Henry Heinz for taking 150 years to develop a range of pasta sauces.

Created by Wunderman Thompson Spain, the ad’s long form copy promises the sauce is worth the wait, “because nothing so ridiculously good, has come so ridiculously late”.

The campaign will be supported by TV, digital, social media, and out-of-home (OOH) activity, including a Leicester Square billboard featuring the range’s seven sauces and the line: “150 years late. 7 ways to apologise.”

This is a prime example of a brand standing out from the crowd, by  poking fun at themselves in order to capture attention.

Brands: Fast Fashion & the Metaverse

Fast Fashion brand, PrettyLittleThing entered the metaverse with its first virtual model as it bridges the gap between reality and fashion in the virtual world.

Named  ‘Virtual Girl’, the digital creation has been referred to as the “latest member of the PLT family” and signals the start of PrettyLittleThing’s journey into the metaverse.

The brand is also running a competition through Instagram asking for its followers to name Virtual Girl. The winner will also have the opportunity to be turned into a virtual model and featured on the site. Virtual Girl has brought some controversy as commenters said that they prfer real life models when shopping online to see the proper fit of the clothes, whilst another said the virtual model scared them. With this being such a reactive brand choice, and the metaverse being new and exciting for brands and consumers alike, it’s not going to be possible to please everyone, but if brands listen to their audiences, they’ll be able to find a balance.