Attending the Cannes Gold Lion Awards in the "Brand Experiences & Events" category was eye-opening. The creativity and innovation on display was nothing short of inspiring. Among the many impressive campaigns, two stood out and sparked my curiosity: "The First Edible Mascot" by Pop-Tarts and "Mayo Haters" by NotMayo. Here’s a dive into why these campaigns captivated me and what they reveal about the future of marketing.
The First Edible Mascot: A Delicious Revolution

The First Edible Mascot event was a masterclass in innovation and experiential marketing. What struck me most was the sheer creativity and audacity of turning the mascot into an edible entity. In an environment where traditional sponsorships are often lost in a sea of logos, Pop-Tarts managed to stand out and create a story that was more compelling than the game itself.
The campaign brilliantly leveraged the cultural significance of college football and the playful nature of the mascot to create a viral moment that resonated deeply with the audience. The "sacrifice" of the mascot and subsequent consumption by the winning team were more than just marketing gimmicks; they were culturally significant events that turned the brand into a modus operandi that fostered ongoing dialogue and engagement.
This campaign exemplifies the power of experiential marketing. It emphasised the importance of creating memorable, shareable experiences that go beyond mere brand awareness. The strategy of teasing the mascot online in the weeks leading up to the event built anticipation and ensured that the audience was engaged on race day. This approach, coupled with post-game virality, highlights the effectiveness of a well-executed multi-stage marketing strategy.
It's not just about being present; it's about creating moments that matter, that entertain and that people want to talk about. This is the future of brand experience and activation - engaging audiences in unexpected and memorable ways.
Mayo Haters: Turning Disgust into Delight

The "Mayo Haters" campaign by NotMayo stands out for its innovative approach to turning a common dislike into a powerful marketing tool. Similar to the McDonald's example I wrote about in my previous blog, the campaign subtly highlights the quality and flavour of NotMayo (a plant-based alternative) by targeting an audience that dislikes traditional mayonnaise. This unique strategy not only captured attention, but also provided real, relatable content that resonated with a wide audience.
One of the most striking aspects of the campaign was the use of real-life reactions from mayonnaise haters. Observing people's disgusted reactions when they unknowingly taste NotMayo from a humorous perspective created engaging shared content that expanded the reach of the campaign.
The strategy focused on flexitarians, who are open to plant-based products but often sceptical about their taste. By proving through the reactions of mayonnaise haters that NotMayo tastes just like traditional mayonnaise, the campaign effectively dispelled this scepticism. Multi-channel execution including social media and influencer partnerships helped drive significant engagement and awareness.
It's truly inspiring to see these campaigns in action and I can't wait to see what other innovations we'll encounter at next year's Cannes Lions Festival!

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