JWT Canada Spills the JWTea on 2018's Hottest Trends
TORONTO, Dec. 20, 2018 /CNW/ - J. Walter Thompson Canada decided to create a stir with their Agency Holiday Card in the form of a drinkable trend report, introducing JWTea.
Throughout 2018, JWT Canada noticed the popular phrase "spilling the tea" being used more frequently to describe when someone gives you the lowdown on the hottest gossip or trends. The agency decided to wrap up the year by warming clients up with its take on the year's most important trends and what they mean for the industry. Trends explored included: the power of Sonic Branding, 3D Art and its influence on social media, the redefining of motherhood, online retailers investing in bricks and mortar, the refresh of the royal family, the new masculine ideal, the legalization of cannabis, and the celebration of diversity and representation.
With these 8 hot trends and 8 corresponding flavours to choose from, every JWTea recipient can now raise a cuppa to a bright and knowledgeable 2019. See the 8 JWtea trends listed from 2018 explained below:
#8 - #MOMUNFILTERED
From new mom Serena Williams reaching the finals with a history-making comeback to comedians like Ali Wong, motherhood has taken centre stage many times this year. And motherhood has undergone a rebrand, eschewing the soft and passive in favour of the candid and bold. This means that frank portrayals of motherhood and the experience of motherhood will be embraced and will allow our brands the opportunity to take part in the dialogue.
#7 - THE NEW MASCULINE
Show reboots rarely go well. But tell that to the Netflix hit, Queer Eye. Their overnight success had a lot to do with the charming personalities of the Fab Five. But the show also tapped directly into a major theme for 2018 – redefining masculinity. Men need to be allowed to exist in many different versions of their manhood. The rigid expression of traditional masculinity is being turned on its head. In response, brands and marketers need to take steps to consciously adapt our portrayals of masculinity to allow for more nuance, flexibility and compassion.
#6 - IRL
Amazon has stepped into the "real world" launching their Go Stores. Mailchimp is branching out into physical mail. Bumble now has pop-up cafés for real-life meetups. This movement from offline to online is happening across most industries. As the digital space becomes more cluttered, digital brands are looking to stand out. Which means occupying a physical space in consumers' worlds. The lesson is that no matter how successful your brand seems, sometimes you need to go back to the drawing board and do something that feels unexpected.
#5 - LISTEN UP
As marketers, we focus a lot on the visual and verbal language of our brands. But in 2018, we learned that we also need to focus on our brands' audio or sonic branding. Engagement levels go up when we use sound and a brand with an audio language that brings to life its values will be a brand that gets noticed. The power of sound is at our "eartips" and we can use it in a meaningful way for our brands.
#4 - HIGH TIMES
Thanks to new legislation, Cannabis has undergone a massive rebrand of its stoner image to become part of the lifestyle movement. Luxury wellness and lifestyle brands have become early adopters of pot-based products. What does this mean for those who market brands? It opens up a whole new avenue of lucrative partnerships in the lifestyle, retail and beauty sectors. But it also means more competition and rapid change in packaging trends for food and beauty. It's the Wild Wild West and, as marketers, we need to keep our finger on the ever-changing pulse.
#3 - REPRESENTATION MATTERS
It was a milestone year in Hollywood as films like Black Panther and Crazy Rich Asians broke the mould (and financial records). Society is hungry for diverse stories – stories that show people who look like them. It's this power of representation that we as marketers can all embrace. One of the ways to create the strongest emotional connection is to speak to identity and make people feel represented, seen and heard. Brands that use this as their guiding light will only connect more with their markets.
#2 - INSIDER ART
People are no longer content to passively enjoy art these days. In 2018, they wanted to step inside it and, of course, curate the perfect shot for their Instagram. From Yayoi Kusama's Infinity Mirrors to The Happy Place, people of all ages spent a lot of money and even more time in line to become part of the art. Brands that take the opportunity to tap into this trend and create experiences that their customers can curate and share, will find their audience can be as infinite as Kusama's mirrors.
#1 - ROYALTEA
Royal Wedding fever spread worldwide with millions setting their alarms to watch a real-life fairytale come true. A fairytale of a rigid monarchy, once out of touch with its people, accepting a divorced TV star, a woman of colour into their family. They broke their established brand rules and the public fell in love with them for it. In short – the Royal family got a very successful brand refresh this year. As marketers we need to remember that human stories resonate with consumers because people want to connect with people. Not with the idea of a brand.
ABOUT J. WALTER THOMPSON WORLDWIDE:
J. Walter Thompson Worldwide, the world's best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues to have a dominant presence in the industry by staying on the leading edge – from hiring the industry's first female copywriter to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
SOURCE J. Walter Thompson Canada
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