All Green Podcast Ep.15 -Marketing Mania with Michael and Andrea
Michael: All right, all right, all right. It's the All Green Podcast with Eco Four Twenty. I'm super excited here, I'm Michael Ghazal and I'm here with my Co-Owner, Andrea. I'm excited because today we're gonna be talking about marketing. Andrea doesn't want to say it, but she is a marketing genius and an expert, and I've just seen her grow over the last couple years in terms of marketing expertise. It's been so interesting to see so many different kind of other marketing projects from other companies. You know, you have to like stand out in such a crowded field. So how do these companies do it in just even over the last years, haven't we seen so much cool marketing projects?
Andrea: It's like people are becoming more creative just to get around like the legal loopholes and stuff like that, I find.
Michael: That's a good point.
Andrea: Outside of that, I think because it's like the, the era of digital media.
Michael: But I'm in the background sneakily criticizing the marketing, but I'm always there to help, I guess in, in a small way.
Michael: He drags it in, right?
Andrea: Yeah. Yeah. Like he's just tired of it, but he never got a plastic tree.
Andrea: I remember I actually had a teacher, a science teacher in high school, and I, again, this is possibly alleged, but he did have a Christmas tree farm. So now I'm like, "Oh man, he's gonna go out of business with these like new plastic trees and stuff like that." I feel like eventually people are just gonna stop buying them. Like they're expensive and you only really keep them for a couple weeks.
Michael: It's kind of like used and stuff, and so if you're gonna use it in a way that you can then use it for fertilizer to grow more other trees, that's such a cool thing. And even just selling the fertilizer, I know there's that fertilizer shortage. So if we even save, let's say half of the trees that would've gone to the dump, now it can be used for fertilizer or to feed something. And just to go along with that story is like, there's one in, in Kitchener Waterloo that does a very similar thing; they feed it to goats. So it's like a goat farm that they have. And uh, yeah, this is in Kitchener Waterloo like as the holidays come and go at the end of the year, you can give them and the goats will eat the trees. Like, they literally like eat all the pines. I think it's because they have a strong digestive system that they're able to eat weeds. We, we read a story before about how they're just eating grass, instead of a lawnmower alternative. So I think that's so interesting. So this is Top Market Meats in Ariss and The Rodrigues Farm in Ayr, Ontario. So it's kind of interesting that they're able to do that. You can feed your discarded evergreens. So I'm always curious as to what our listeners even do with their trees. Do they have the plastic option? Do they have like a live option?
Michael: So shout out to that farm. That's really cool that they're doing that. What is the farm called again?
Michael: That's pretty neat. So just leading into, you know, what we're gonna talk about the main part of our story. So Andrea's gonna just give a brief overview of marketing campaigns and what are they are.
Andrea: Yeah. Or I think sometimes they even work with previous artists, but I think it's a really cool idea because it's, like you've seen merch in the industry and you kind of know it's very branded, like it's usually just a name or a logo or something. But I think this makes it a bit more interesting. Like, you could wear one of these sweaters and somebody might not know that it's "Oh wow, that's Pure Sunfarms. That's crazy. It's such a nice print," you know? So that's the other thing I notice about these prints, they're not explicit. I think they're very wearable and like I, they think they look great on my wall. I think Pure Sunfarms really like nailed it.
Michael I think the logo is even only on the wood part. It's not even on the painting. You know, I've seen even when you're wearing a t-shirt, you know, sometimes it's just-
Andrea: Just blasted on the front.
Andrea: This is more of like a refined merchandising experience. And I feel like it's really part of the Pure Sunfarms brand of like, "We're a collective, we're a community." you know, "You can wear our clothes and rep us". I love it. I really support it, I think it's a fantastic campaign.
Michael: This is the Pure SunFarms and then the artist is Laura Garcia Serventi. And, I think that's really cool that she's able to do these kind of beautiful art prints. What's your favorite if you've gone through them, out of all of them? I'll tell you my favorite first, or you go first, I wanna hear you first.
Andrea: I think the one I have is the Laura Garcia Serventi the Jet Fuel Gelato. That's the one I have hanging in my room with like the ice cream cones and the jets. I love it, I think it's so cute.
Michael: But it's a great point. Not the hard sell right at them. It's not just "You must buy, buy."
Michael: I'll be honest, I don't even know another brand of mayonnaise besides them.
Michael: No. Besides them.
Michael: That is who it is.
Andrea: <laugh> I guess it's working.
Andrea: Miracle Whip.
Michael: There you go. I'm sure that might be craft too. I'm not, I haven't looked it up.
Andrea: But I think it is Kraft.
Michael: I'm sure it's a big corporation.
Michael: I don't know. I have no idea. I didn't do that much in-depth research.
Andrea: Kraft has a mayonnaise monopoly. <laugh>.
Michael: This is all just big Mayo trying to do it. Okay. Hellmann's is owned by Unilever. That's a big company. Big company. Who is the other one you were saying?
Andrea: Miracle Whip.
Andrea: You gotta have a competitor in the mayonnaise space or else it's like, that's antitrust.
Michael: Do you think Kraft is out there going like, "I can't believe Hellmann's killed us with that, that thought of it. Why didn't we get Mayo? We should have got that." They're like scouring all the other sports for anybody named Mayo or mayonnaise or something. But it's good. I think it's just a funny cheeky ad. But it's also like effective and I mean, if it helps people think about reducing their food waste, I think it's a positive thing.
Andrea: It's a good campaign. Um, I have one, have you heard of MSCHF? The company MSCHF?
Michael: Not much. No.
Andrea: So basically they're from Brooklyn and the guy that started the company used to work at Buzzfeed. And so he describes their employees as "Fans of mischief." So they describe themselves as an art and advertising collective. Essentially MSCHF creates viral products that generate a lot of press. The products usually go viral for different reasons, but they always seem to go viral. The company used to run non-traditional ad campaigns for brands like Casper and Target. MSCHF stopped doing that in September, 2019, instead to go all in on their own stuff. So they've done a couple, but I thought the one that was cool was they partnered with Jimmy Fallon to do a shoe. And they've done shoes before, but they called it the gobstomper.
Michael: Gobstopper like the candy you would suck on and it reveals the colors.
Michael: Ah, very cool.
Andrea: And so the idea is like, as you wear the shoes down, it reveals more layers of colors. So it makes it cool to use your shoes up into a point where they're like scuffed and stuff versus throwing them away. Um, and there'sMichael: There's so many of those shoes that you're, you're supposed to buy a thousand dollars shoe but never wear it. It ruins the value if you wear it. Like I love those shoe collectors, but that's such a cool play on it
Andrea: It seems wasteful. 'Cause these are like designed to be worn down. So I thought that was kind of neat. They make you think, right? Like even if you're not the person to buy the shoe, 'cause I can't, not if they're expensive, if I'm being honest, it still makes you think like, "Wow, I never considered the fact that people throw out their shoes really often. Like they don't wear them down." Like you said, they buy them, they don't even wear them, they just keep them like collector cards or whatever. So I don't know. I thought it was a very interesting campaign. They've done other interesting ones too.
Michael: It gets people to think about it. I didn't know this, but the company, so they kind of pivoted from working with other companies like Target, they did ads and then they're like, "Wait, we could do this ourselves and do it with really cool celebrities." Like Jimmy Fallon is famous and just his own channels. He has his own YouTube, his own tv show when he talks about the MSCHF shoe more people hear about it. And I think that's also very eco-friendly 'cause it's just getting people to think about this. Like, how often do they throw out their shoes? I mean, if we can look back on our own graveyard of shoes, obviously it's thrown out or recycled in some ways. But imagine you could just see the weight when we die it's like you look back and you're like, "Man, that's a lot of shoes. That was my shoes."
Andrea: And most of them you haven't worn more than once or twice, you know. But actually, speaking of condiments, they recently did a campaign with Rihanna 'cause you know how she has a makeup line, it's called Fenty Beauty, and she did a collab with them where you get a box in the mail and it has ketchup packets in it. And so the gag is, is it ketchup or is it Rihanna's lip gloss? So you open the packet and like they would have some of them that had her lip gloss in it.
Michael: Is a lip gloss that you then put on yourself?Andrea: Yeah. Like it's like a ketchup packet with lip gloss. But like some of them would genuinely have ketchup.
Michael: The ketchup packet just be ketchup gloss.
Andrea: Yeah. So it's like, maybe that's Mayo's next move.
Michael: <laugh>. And then it's like once you open it, you can't really, I guess go back in. You can't close it in. So it's like a collector's item in that sense. Did people buy it and then collect it? Or did people buy it and then open it and experience it and become that?
Andrea: I'm sure people collected it, but most people like opened it on camera. That's how they go viral.
Michael: Because I'm curious how many people have the MSCHF shoe and then are just gonna wait five years and be like, "I opened a shoe from Jimmy Fallon five years ago. "
Andrea: But I feel like that goes to show the product doesn't always have to make the most sense, but if your marketing is really good, then you can basically sell anything.
Andrea: I think Gobstopper is a, like Willy Wonka candy, right? It's like a name of a candy versus it being I guess Jawbreaker.
Michael: Yeah. It's owned by a big brand. I believe it
Andrea: But technically it would be like a jawbreaker I think is the word for it. I think they always come out with really cool campaigns.
Michael: What if we find out that it's owned by like Unilever and that we're just like sponsored by Kraft. This whole ad, this whole show.
Andrea: It's owned by Pete Davidson.
Michael: <laugh> Pete Davidson does pay us for the show. So it's actually, I think Gobstopper is- you're right. It's like the Willy Wonka. It's a brand. Like there's, there's a lot of different companies.
Michael: I think it was started by Nestle. I think we're just supporting like three of the biggest companies. I don't know who it is. We have to do more research about actually who owns Gobstopper because it's saying that it's like Gobstoppers is a generic term. But then there's certain kinds. It also just means a gob in the UK <laugh>.
Andrea: Okay, great.
Michael: It just means mouth. So anyways, we'll find out later. But I think it's just crazy that, uh, Gobstopper is able to do like a unique way. Like people were thinking about Gobstoppers just purely because of the shoe.
Andrea: They did it.
Michael: Yeah, so that was three. Okay. We have three unique marketing ones and we're gonna throw a wild card in there. I think the one that I brought up is, I just think it's interesting that it's happening in our modern time. So this is a movement called Just Stop Oil. I believe it started in the UK. And basically to protest, like they have a bunch of demands about the reduction of oil and really just helping people be more eco-friendly, like good values and good mission kind of thing. But how they're doing it is in such a funny way. Like they're throwing oil on a bunch of paintings. So like there was Van Gogh paintings that they threw it on and they're spraying oil on Ferrari dealerships. But they're, they're damaging a lot of pieces of art.
Michael: I don't think they're permanently damaging it 'cause it's a lot of times it has glass on it, but they're like gluing their hands to famous works of art. And there was a couple cases where the owners of the art gallery like just shut off all the lights and we're like, "Oh, we'll see you in two days." And they were complaining about that. But it's like you glued your own hands to this art. Like we're not forcing you to do it. It's just interesting 'cause I think it begs the question of is this effective for the Just Stop Oil movement or it seems like it's turning people against them. A lot of people are kind of upset about that whole situation and saying like, "You shouldn't damage these," A lot of these are priceless works of art. The people are dead who painted them. You can't just be like, "Yo, I'll make another Van Gogh painting," kind of thing. So I think that's another thing people are upset about. I don't know if the paintings did anything to these people. So it's not like those are the people who they're mad at, they should be mad at their government. They should be mad at like the policies in place.
Michael: The everyday person doesn't know their mission.
Andrea: Yeah, what am I supposed to do?
Michael: I had to look it up to actually see what does, what do they want specifically? Because it's not realistic to say we must completely stop oil, we use it in a lot of manufacturing of just products in our day-to-day lives with gas, it's like we're not gonna be fully electric. And I might be wrong, but when you make an electric car, it must have oil to create that car. You can't just like go to zero oil right away. I mean there's still, it's like making better, choices. There's still oil and like the plastics and stuff like in the tires.
Andrea: It's a weird campaign 'cause it's like you're pointing out a problem but you're not giving us a solution. With mayonnaise it's like the problem is food waste, but the solution is you can repurpose it with mayonnaise and it tastes better and you want to eat it and stuff. It's confusing for like any person just witnessing it.
Michael: Is there such thing as bad publicity? You know, that was the first question of this is like, I've always heard that term like there's no such thing as bad publicity. But we see it sometimes if a company gets bad publicity all their social media channels get bad comments on it, all their reviews get taken and they get bad reviews. All their products get attacked.
Michael: Even is it conducive to their goals kind of thing? Depends what the goals is. The goals to be. It could be for better in the environment, but if you're not actually helping and you're just hurting people.
Andrea: I think part of it is because we're so integrated through the internet now and like we have the platforms to share our opinions very freely whereas it used to be word of mouth, you know, like in the eighties when you were doing marketing and stuff, it's like, "Well I heard about this great product," but now there's reviews online, there's people posting videos of them trying the products or, you know, commenting and talking to each other and there's discussions. So I feel like there can be a thing as bad publicity because I don't think that all publicity is conducive to business. If that makes sense. I don't know that somebody who's Just Stop Oil, like are they making money off of this or getting donations?
Andrea If you're just looking for more interactions online, then sure. But do you want people to click the link and like look at the resources you posted? Do you want them to like sign up for your emailing list? Do you want them to buy your product? Like you have to give them that, but it's like they're not, so people don't really know what to do with it. So I would argue, yeah, I think there is such thing as bad publicity. I think now, especially
Michael: I think one of the most interesting things about the story is, so the Just Stop Oil started in the UK but it's kind of like, just like a group of a bunch of people who are kind of self volunteering. "I'm part of the group. I'm gonna do one of these projects for them. " But the Canadian version, they threw maple syrup at a painting.
Andrea: Oh no.
Michael: <laugh>. And they like glued their hands with maple syrup I think to an Emily Carr painting.
Andrea: Group of Seven.
Michael: I don't know if she's dead or not. I believe he's passed away so she, it's not like you can get her to do it again. So these are like priceless paintings. Like juvenile people are are gluing their hand maple syrup I think is the most Canadian version. You might as well be throwing poutines at it or something.
Michael: It's just so funny to think that they thought that out.
Andrea: They're trying to make it geographically specific.
Michael: <laugh>, how can we get Canadians to care? Like let's get the hockey stick and smash it against the painting. And it's just funnym, I mean what was their thought process instead of like glue or whatever oil it would be that they sprayed in the UK.
Andrea: Now they're really thinking about their target audience. <laugh>.
Michael: Like in the UK it would be if they put like marmalade or whatever.
Andrea: Like beans on toast, <laugh> throw the beans
Michael: I think they did, I swear one of them did in the UK someone threw beans on it. There is one of them and they said that they're from the UK.
Andrea: Baked beans,
Michael: <laugh>. Um, I don't know why they end up doing it that way, but you're right, it's very centralized.
Andrea: <laugh>. That's so funny.
Michael: They start throwing paella, <laugh> in Spain and stuff like, it's just like very regionally specific. And Italy, they're throwing pizzas at things. I don't know if that's how it is, but um, now we're giving them ideas on that. So, if the Italians start throwing pizzas on paintings, it's not our fault. That's our disclaimer.
Andrea: We don't subscribe to this.
Michael: We take zero responsibility for any of these suggestions. But it's just a unique wildcard marketing thing 'cause as much as we love it or hate it, it is a marketing campaign.
Michael: People are definitely talking about it this year. So I think that's interesting and definitely rounds out those three other very good ones as well. I did love hearing about those stories. So thank you for sharing all of them.
Andrea: We learned a lot today.
Michael: I think, not to brag, but if everybody wants to keep in touch with Eco Four Twenty, you know we are coming out with good marketing projects, so always stay in touch with us. We do have a new email newsletter. We're growing. We're starting to do more of these podcast episodes, but please stay in touch with us 'cause we have always fun and exciting marketing projects coming along. Thank you marketing expert, Andrea.
Andrea: That's me. If you guys wanna follow us on social media, we're @EcoFourTwenty on Twitter, Instagram, TikTok. You can shoot us an email Hi@ecofourtwenty.com But yeah, other than that, thank you for listening. I hope you learned something fun about marketing today. I think I did. I don't know about you, but-
Andrea: And stay tuned for the next one.
Michael: I'm gonna buy a goat <laugh>, for my tree. I'm gonna buy a goat for the tree.
Andrea: Uh oh.
Michael: I need a pet goat, maybe.Andrea: And you gotta get Pete Davidson on the campaign.