PR Fresh Hits: May 19, 2021
Michael Bublé drops his way into Zoom calls for new Bubly product launch
Bubly Sparkling water just launched their new bubly drops, a collection of sparkling water flavors with the help of one of Canada’s best known artists, Michael Bublé.
Starting with the idea that bubly drops add a refreshing twist to a daily routine, the stunt had Michael Bublé randoming drop into regular Zoom calls. Everything from a municipal town meeting in North Grenville, Ontario, to an online mom group, a fitness class and even a surprise party for a teacher.
Michael Bublé added in his usual charm, everything from cooking tips, parenting suggestions and even using the tiny bubly drop bottles as weights during the work out session.
We love this as it is an example that the right talent or celebrity for a campaign can make the whole thing and that dropping into Zoom calls really is a reflection of everyday life, or the new norm for Canadians.
Michael Bublé has been a long-time spokesperson for Bubly water and has regularly appeared in advertising campaigns for the brand.
Sephora Canada commits to showcase more BIPOC-owned brands
Sephora Canada is committing to dedicating 25 per cent of its offerings to BIPOC-owned by 2026. This is a Canada-specific campaign, building onto the ongoing The Fifteen Percent Pledge that began in the U.S. last year. The Pledge is a non-profit organization that advocates for the equitable and intentional distribution of wealth and opportunity for Black-owned businesses while urging retailers to commit at least 15 per cent of their shelf-space to these businesses.
To date, 12 per cent of Sephora Canada’s shelves showcase BIPOC-owned beauty products, with a short term goal of reaching 15 per cent by 2022.
"Ensuring greater representation within our prestige beauty brand offering that is reflective of Canada's rich diversity is central to our mission of creating a more inclusive retail experience and sense of belonging for all." said Jane Nugent, Sephora Canada's Senior Vice President of Merchandising.
This move comes as more consumers are calling on mega-retailers to make proactive efforts to highlight BIPOC-owned businesses on their platforms.
Harvey’s teams up with Professional Women’s Hockey Players Association
A long-time Canadian brand, Harvey’s, has announced its official partnership with the Professional Women’s Hockey Players Association (PWHPA). The partnership will drive awareness and support women’s hockey throughout the country.
PWHPA was created to “provide increased opportunity in women's hockey with the goal of creating a sustainable league that pays a living wage to players, provides appropriate elite-level resources (i.e. ice time, facilities, trainers, etc.) and invests in marketing that showcases the players and game.”
Harvey’s is no stranger to partnerships with the hockey industry. In April 2020, the brand partnered with Bauer, top hockey manufacturer, to keep Canadians safe during the COVID-19 pandemic. It promoted physical distancing at their drive-thrus across Canada by equipping a Bauer hockey stick to hold payment machines.
This is a great example of how brands should be laser-focused on their partnerships to build rapport and trust from specific groups of audience that aligns with their brands.
The sponsorship will commence at the Canadian leg of the Secret Dream Gap Tour in Calgary. And to help Canadians celebrate, Harvey’s and Bauer will host a contest to give away free burgers and a limited edition kit filled with a gift card and a signed hockey stick.
Written by Crystal Kwon, principal at front+centre - a PR firm for challenger brands. If you want your work featured, email hi@frontandcentre.co