Ged Carroll

Category: fmcg | 雜貨業務 | 소비재 | 食料品事業

FMCG or fast moving consumer goods sprang out of the mass industrialisation. Brands sprang up originally as a guarantee of quality. Later on as these brands needed to be promoted, we saw the foundation of the what we think of as modern marketing and advertising.

Today media and entertainment takes up an increasing amount of the household spend, as does housing, but FMCGs are a crucial part of their essential and disposable income spend.

They have nostalgia wrapped up in them, distinctive aromas, taste and packaging designs. From the smell of my Granny using so much Pledge on the TV that I was surprised it didn’t burst into flame to the taste of Cidona and texture of Boland’s Fig Roll biscuits in my mouth.

The sound of their advertising jingles was the soundtrack of my childhood. Digital advertising is largely rationale, it lacks the fluent devices that provide the centre to advertising and made FMCG advertising iconic. Fluent devices like the Peperami ‘Animal’, the M&M characters or the Cadbury Smash robots were embedded in deep marketing research. FMCG brands still sponsor the best research in marketing science.

I had the good fortune to work inhouse at Unilever and agency-side for their brands. I also managed to work on Coca-Cola and Colgate during my time in Hong Kong.

  • 2018 Chinese consumers insights + more

    Who is winning more 2018 Chinese Consumers? – Global site – Kantar Worldpanel – top line is that western FMCG brands are growing 2018 China consumers market share at a slower rate than their local competitors. Any of them that banging on about 2018 Chinese consumers as a strategic market long term have another think coming. Expect these Chinese brands to go after emerging markets in Southeast Asia and Africa later on. More on consumer behaviour here.

    Facebook, Google, Amazon, and the Collapse of the Tech Mythology – The Atlantic – opportunity for public affairs and public relations industries

    Chart: Is TV’s Reign Nearing Its End? | Statista – the conclusion on this is a bit off base. What is TV? Is it the TV set, is it broadcast infrastructure or is it passive content consumption. IPTV is an extension of TV rather than something new. Is there really that much difference between Amazon Prime and cable TV or nowTV. Is Netflix that much different to HBO? Broadcast networks (terrestrial and satellite) cover more of the population in most western countries than mobile networks, or wired broadband. The technology moves a lot slower which makes have a TV that will last a decade or more an attractive proposition. By comparison my parents have an iPad that is six years old and Apple no longer supports

    Cognitive Training Does Not Enhance General Cognition: Trends in Cognitive Sciences – bang goes a parents excuse for more gaming

    Two great articles on the Dolce & Gabbana Chinese adverts and how it all blew up

    LinkedIn cuts off email address exports with new privacy setting | TechCrunch – interesting move. Especially given that LinkedIn had complained about Facebook doing a similar tactic. Web 2.0 data portability is dead and buried according to LinkedIn. The fit with Microsoft becomes apparent.

  • Japan as a power in aerospace + more

    Quietly, Japan as a power in aerospace industry | Ars Technica – really interesting analysis of Japan as a power aerospace sector. What people don’t realise is that Japan supplies key components to Boeing. It also has a set of indigenous plane designs to solve problems like being able to land on water or long range marine patrol. In addition, Japan as a power in aerospace also includes outer space; creating both rockets and payloads for the Japanese space agency

    ‘No Morals’: Advertisers React to Facebook Report – The New York Times – “Now we know Facebook will do whatever it takes to make money. They have absolutely no morals.”  Surprised that advertising execs are going hard on Facebook

    Asda beats Waitrose and Harrods in Which? mince pie taste test | Business | The Guardian – Having done a student job at Cereal Partners I realise how arbitrary taste tests can be. With many products, the same manufacturer might be making the same product for a number of different retailers, with only the boxes changing. It caused some amusement reading the taste test on cereal that was exactly the same, except for the box.

    However the most interesting part of the article was the sub headline: Supermarket tops consumer group’s chart but general standards drop due to rising cost of ingredients. More related content here.

    Inside the hype and reality of Alexa, Siri and the voice assistant ‘revolution’ – Recode – “Smart speaker listeners are much more passive,” she added. “People with voice interfaces tend to accept what’s given to them.”

    The seven deadly paradoxes of cryptocurrency | Bank Underground – great write-up that everyone should read

    A contest wants to build an environmentally friendly air conditioner — Quartz – people generally choose their air conditioners based on price, there is little innovation in the market for a more- efficient AC. There is a need to re-engineer the incentives as well as the technology

  • Luxxury I wanna be everything & other things

    Luxxury has released a new track I wanna be everything. Luxxury has the expansive feel of post-disco, pre-house uptempo dance music a la Shep Pettibone, the Latin Rascals and Arthur Baker. More related content here. Luxxury I wanna be everything is digital only.

    A YouTube video on the history of Unix. Now before you roll your eyes and move on to another site. Think about the ubiquity of unix. Key parts of the internet run on Unix. It’s also the reason why URLs and email addresses aren’t case sensitive. Most telecoms equipment runs on Unix or an analogue of the operating system.  I am writing this on a Mac, the core of the operating system is based on BSD – a variant of Unix. If you’re using Windows 10; it owes a lot to VMS – an operating system developed as a Unix analogue in the early and mid 1970s by Digital Equipment Corporation.

    As for Linux; it was originally developed because Linus Torvalds didn’t realise he could download a free version of BSD…. Linux now powers Android smartphones, smart televisions and all of the internet of things stuff that poses a huge security risk in your home. In terms of a written thing; Unix must be right up there with the works of Shakespeare or JRR Tolkien in terms of its importance in the modern world.

    The presentation also puts a bit of personality into what could have been quite a dry subject.

    I found this on Core 77; Nestle posted some epic videos from its Japanese Kit Kat factory. I love the enthusiasm of the presenters in their workwear as they take you through the manufacturing line: K. Kohno and H. Matsumoto are stars. Japanese Kit Kat is not the same as the sad loser biscuits that you pick up in your weekly shop. Instead they are beautifully packaged and come in a constantly changing variety of flavours like cherry blossom or green matcha tea. The process itself is beautiful to watch. In particular look at the packaging automation.

    The New York Times made a lot of allegations about Facebook and its reaction to Russian election tampering. Scott Galloway was on had to do TV interviews that poured petrol on the fire.

    Great video on Johnny Cash’s live concert At Folsom Prison. It is up there with Live at San Quentin also by Johnny Cash.

  • Eco vehicles + more things

    Korea to Fight Smog with Eco Vehicles – The Chosun Ilbo (English Edition) – interesting dual electric / hydrogen strategy in their eco vehicles. Hydrogen makes sense because of its compact nature as a form of energy, that helps with range anxiety and the amount of time taken to ‘fill up’. As a use case hydrogen makes more sense than modern electric batteries, the key challenge to overcome is the current price differential.

    Japanese Mobile Phone Users Distrustful of Profit-Hungry Operators | Nippon.com – a few interesting aspects of this research. Japanese aren’t as convinced about the utility of mobile services as one would have expected and smartphone mastery is really low

    Why are millennial-obsessed marketers ignoring women over 50 – when they spend the money? – Mumbrella Asia – gen X is a smaller demographic – so their ‘control of 95% of consumer spending decisions” power of spending might be counterintuitive, youth is aspirational – which is why old age is being redefined by boomers. There is also an argument that focusing on young people is focusing on consumer lifetime spend. The last reason is hard to gel with the overall short terms approach to marketing currently employed

    Coty partners with the Cybersmile Foundation to tackle cyberbullying with Rimmel | coty.com – interesting tension between Instagram culture setting the beauty bar and cyberbullying, so I guess this is why Rimmel stepped into the fray

    TIC Brings Affordable Cell Service to Indigenous Mexico | New York magazine – interesting read and reference data on the Mexican wireless market

    Palm Is Back With a Tiny Phone That’ll Keep You Off Your Phone | Makeuseof – not convinced its the right form factor or price point, but I think that it’s an interesting attempt at innovation in the smartphone sector. More innovation related content here

    Instagram’s next cash cow: instant Promote ads for Stories | TechCrunch – stories were a massive lift for Facebook, so its stories with everything

    BBC and Sky call for EU crackdown on Saudi pirate TV service | Business | The Guardian – this story gets stranger by the day. BeoutQ started off as a way to break Qatar’s pay TV business throughout the Gulf, but has morphed into something even more difficult for Saudi Arabia and western countries

  • High production values & things from last week

    If there was one theme that ran through most of the things in this week’s post its high production values in content creation

    The thing that blew me about this advert is how old school it feels and I mean it in a good way. High production values, great copywriting and beautifully shot. Pretty much everything that modern day adverts tend not to be with production being commoditised with the constant focus on how it can be used on Istagram / Facebook / Snap / Twitter Video – good enough rather than doing things well. These changes are symptomatic of all the forces affecting the ad industry at the moment. More on quality related issues here.

    While we’re talking about ad making, I also love this ad done for McDonalds Hong Kong in the early 1990s. Such a simple idea really well executed – you don’t need to speak Cantonese to get it. It is apparently based on this advert screened during the Super Bowl in the US. The creative was done during Leo Burnett’s 35-year run as creative agency for the fast food chain.

    Scott Galloway tends to polarise opinions, so I’d ask you to put aside any feelings you have and listen to this interview with Mr Bags – one of the biggest influencers in the luxury sector for Chinese netizens at the moment.

    Amazing photos and insight into the Yakuza life: Behind the Yakuza: documenting the women of Japan’s mafia | Dazed Digital

    Currently reading City of Devils : A Shanghai Noir by Paul French. It is a true crime story about Shanghai during the Warlord period prior to World War Two. I’m only a little bit into the book but it’s very obvious why the young Chinese Communist Party would have held a passionate dislike for western powers interfering in their country.