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New Essentials Magazine Shifts Focus To Meet The Needs Of Modern Consumer

Caxton Magazines announced that women’s monthly Essentials magazine will be sporting an updated look and renewed editorial focus. The magazine will be amplifying its home décor and personal health segments in line with the interests of its changing modern consumer.

Caxton Magazines’ Editorial Director Frith Thomas said, ‘The Essentials reader is an ambitious modern woman with an ‘I can do it myself’ attitude. She is mindful, she’s open to alternate healthcare options for her and her family and she’s taking control when it comes to home renovations. Research tells us that the Essentials reader is openly optimistic about the housing market, she’s taking charge of the preventative health care of her family, she wants tips on saving money and time, more plant-based alternatives in her diet and is, without question, tech-savvy.’

Essentials Editor Kate MacFarlane explained, ‘A few years ago, the idea of a nurse coming through to your home or office to provide you with a vitamin infused IV drip or the addition of oat milk in the fridge would be seen as ludicrous, but this is what the modern woman looks like, and we’re adapting our content to remain relevant in her life.’

The new look Essentials will retain reader favourites like career tips and advice, self-quizzes, real reader’s stories and quick but nutritious meal ideas.

Anton Botes, General Manager of Caxton Magazines added, ‘The Essentials brand has been in the country for around 25 years and has been a staple and reliable friend to many women over the years. We’re excited to strengthen that bond by taking the new look product to market at the end of this month – initial feedback from our advertisers has been extremely positive.’

CAXTON MAGAZINES www.caxtonmags.co.za

Primedia Outdoor Launches Airport Roadside LED Digital Display

Primedia Outdoor recently launched a 5m x 10m LED airport roadside digital billboard at King Shaka International Airport in KwaZulu-Natal.

Airport advertising plays a pivotal role and is a key touchpoint in reaching highly influential and powerful purchase decision makers in an environment when they are most susceptible to receive brand messaging.

King Shaka International Airport is the primary airport serving Durban and has seen an average year-on-year passenger increase of 6% in the past five years. Primedia Outdoor offers brands unique exposure opportunities to a captive audience at King Shaka, with an average of 498,712 passengers per month and 5.9 million passengers per year.

Jorja Wilkins, Marketing and Marketing Services Executive of Primedia Outdoor said, ’As passengers at King Shaka International Airport are growing, and continue to grow, both for domestic and international travellers it is becoming increasingly important to communicate to the right audience at the right time and place. We are delighted to offer this breath-taking airport LED billboard – a first of its kind – to our valued clients, delivering cost-effective, targeted and impactful advertising solutions.’


Personalisation In The Digital World Can Increase Customer Engagement

Dee Chetty, Accenture Interactive Lead for Africa, says that as we move to the digital world, which offers an explosive number of options, many companies have lost the personalisation that customers appreciate in their off-line world – personalisation where a merchant recognises them by name, remembers their preferences, and uses that understanding to help them make decisions.

Personalisation succeeds when companies make it easier for customers to engage, buy and consume what they want versus the outdated concept of trying to predict the right product, place and time. The former offers actively listening and serving similar to the benefits of having a personal shopper, as opposed to the old school salesperson approach of simply pushing products on customers.

To get to this level of customer understanding and service, companies must move beyond simply knowing what customers purchase or consume and begin to understand why they made those choices. Are they a brand fanatic? Do they prefer certain colours, styles or features? Do they have unique needs for allergies or accessibility? How would customers prefer to be engaged and serviced?

Companies need to build a living profile of the customer’s unique preferences, passions and needs, and lay the foundation for a future where personalisation platforms can architect previously unimagined experiences.

Customers vote with their choices when they make a purchase. This is often based on a variety of aspects, such as features, ratings and reviews, and brand name, among others. The various product attributes that customers have access to make up the product’s DNA. The collection of these product attributes across the full set of merchandise can provide an extensive and descriptive data library to uncover why people chose what they chose. As an example, the DNA of a retail customer is comprised of ratings and reviews, colour and size options, style, fabric and brand characteristics.

In fact, all interactions – such as mobile app usage, email responses, social interactions, poll submissions, in-person events attended, etc. – are comprised of descriptive attributes that shed light on each customer’s unique preferences, motivations and passions. Combining attributes across all interactions creates the customer personalisation opportunity, which is a living profile of the most unique aspects of each individual as they evolve in real time. For example, as a customer decides to purchase new clothing, her living profile may reveal preferences for a casual fit and scoop neck shirts with motivational sayings that are machine washable and also go well with jeans. Creating the right treatment plan for each customer as they engage across every touchpoint is now more critical than ever when creating remarkable experiences.

As one would expect, the development of customer personalisation results in an explosion of rich and unprecedented information. This dramatic increase of knowledge requires more advanced methods, such as Artificial Intelligence (AI), to determine the most relevant aspects of the customer personalisation to drive personalised recommendations, content, messaging, offers and other subsequent interactions.

There are many tools currently available that use techniques such as AI, but most are failing to reach their potential due to a lack of the rich and comprehensive data needed for their algorithms.

The marrying of the personalisation and AI should help companies achieve the expected return on investment that many have been promised or are currently evaluating. The impact of the customer personalisation spreads far beyond personalisation. It may be a subtle shift in the data that is captured by companies, but it represents a foundational shift in how companies interact with customers and compete in the market.

Netflix has successfully moved from being a content distributor to a content creator, even though ‘House of Cards’ was initially seen as a big financial bet. The success of this transformation was in large part due to its reliance on data and analytics, which has paid off enormously.

Although Netflix does not rely on the customer personalisation as described here, it demonstrates the power that intellectual property built from customer preferences can provide to drive effective business decision making. This is a company that is listening intently to its customers and is now armed with the precise and accessible data it needs to pivot in new directions quickly.

Certainly, data is the critical fuel to all personalisation platforms. But, not all data is equally important. Uncovering why people chose versus what they chose builds an understanding of customer preferences, motivations and passions, which provides breakthrough and proprietary IP to help drive decision making across the organisation.


Opera Releases Report On State Of African Digital Landscape

Opera presented its State of Mobile Web 2019 report, giving a detailed insight into the African digital landscape. The report reveals that the Opera mobile browsers and the standalone news app were used by nearly 20 million internet users in Africa and by more than 350 million people globally in the first quarter of 2019.

The State of Mobile Web 2019 report also shows that Opera experienced a growth of more than 26 percent of its user base year on year, compared to the first quarter of 2018 in Africa.

Key findings from the report include:
• Nine out of ten people in South Africa use their mobile browser every day.
• Internet users in Africa use their browser to access social media domains such as Facebook, YouTube, Twitter and Instagram, followed by entertainment and search websites.
• Opera News users in Africa spend 50% of in-app time watching videos.
• South Africans pay six times more per gigabyte of mobile data than people in India.
The 2019 edition of the State of the Mobile Web report looked into the use of the Opera Mini browser and the Opera browser for Android, and it shows that mobile browsing is one of the most popular online activities among African internet users. For example, in South Africa, nine out of ten people use their mobile browser every day, an activity they prefer over the use of other applications like YouTube.
The report also revealed that on average, Africans using Opera spend more than 30 minutes browsing online each day. The most browsed category of websites was social media platform domains such as Facebook, YouTube and Instagram, followed by search engines like Google, and entertainment and sports websites.

Rapidly changing news and video consumption landscape
The report takes a look at the trends of news and video consumption across Africa. This includes analysing the usage of its standalone Opera News app, which grew from launch to over 20 million users in a period of one year. Categories like breaking news, local news, and entertainment were the favourites among users in the first quarter of the year.
Video content is also becoming more popular among people who use the Opera News app. The report shows that people spend 50 percent of in-app time in Opera News watching videos on Instaclips, the recently added video feature on the news app.
The usage of Instaclips keeps growing since its test launch in December 2018: in Q1-2019, Instaclips registered a total of 122,000 videos uploaded in different languages such as English, Portoguese, French, Arabic and Swahilli.
Expanding beyond browsing to fuel digital transformation
Opera’s commitment to digital transformation in Africa is ongoing. Beyond the development of its mobile browsers and standalone news app, Opera has made major investments on the African continent, expanding its services to other technology areas such as FinTech and digital advertising.
The full version of State of Mobile Web 2019 report is available to read online or for download by clicking here.


Andpeople Launches Glenfiddich’s Challengers Club Functional Billboard

Glenfiddich, alongside Andpeople, launched a functional billboard, complete with all the trimmings that one would expect of a plush whisky bar audio-equipped to capture a unique podcast series, whilst being seamlessly integrated into the Johannesburg skyline.

A mandate was given to youth specialist agency Andpeople to roll out a global campaign in South Africa, where the call to action was to define ‘maverick’ behaviour and how it translates within our local context. A team was employed to thoroughly interrogate the meaning and connotations that this evoked with individuals who readily fell into this broad category.

What emerged was a very real sense that the meaning was a lot more specific to the unique context we find ourselves in. And while plenty of parallels could be drawn, our local ‘mavericks’ did not necessarily identify with the word. This shapeshifted the brief to become something far more organic and exciting, and where the concept of the Challengers Club was incubated.

For the brand with maverick spirit at its core, the idea for a fully functional and immersive space within the confines of an advertisement billboard has been long in the making, serving Glenfiddich’s ambition to spark meaningful conversations with a diverse range of change makers.

Recognised within their fields, by entering The Challengers Club these change makers will transfer their insight, knowledge and passion; creating a ripple effect of inspiration for the next wave of innovators and entrepreneurs.

Kelly Johnson, Marketing Manager of Glenfiddich SA said, ‘In order to build cultural context, we wanted to define drivers of maverick behaviours and interpretations in South Africa in order to shape and inform future creative utilisation. At the core of this was the need to evolve our interpretation in order to build credible connections with our audience now and in the future whilst remaining true to Glenfiddich.’

Glenfiddich – The Challengers Club around the table.

The idea for a functional space within the confines of an advertisement billboard served Glenfiddich’s fundamental purpose to facilitate meaningful conversations with the changemakers and luminaries of today; and ultimately for the benefit of future generations to come. By creating a clearly demarcated space used solely for this purpose, the brand enabled real conversations to emerge and to travel, with a series of podcasts being aired on national station Metro FM as an extension to the campaign.

‘We have a highly ambitious youth market, but they lack the skills, resources and tools to equip them for their journeys. By bringing together a cross section of established innovators and disruptors of the status quo, we can use these authentic stories to inspire this generation in a meaningful and credible way,’ said Duncan MacLennan, Managing Director for Andpeople.

The Challengers Club billboard and is set to tour the country, with a unique conceptual space currently being designed for Durban to launch in July, with Cape Town popping up later this year.

About their core objective, MacLennan said, ‘We wanted to challenge the conventional approach to utilising outdoor media, shifting from simply delivering a passive message, to creating an active experience that creates unique content which can then be amplified via digital and broadcast channels. What we have now is more than a campaign, it’s a programme built on the value it can create for the people it’ll reach.’


Tips For Adding Value To Your Brand Using CRM

According to Michael Gullan, co-founder and Managing Director of G&G Digital, customer relationship marketing (CRM) is an important tool to help turn your marketing campaigns into a success. With this tool, repetitive tasks are automated, freeing up time for teams to engage with tasks that are more demanding to meet business objectives.
Customer relationship marketing also empowers businesses to learn more about who their consumers are and what they want, making it much easier to communicate with them in a more personal and direct manner.
This is vital as consumers continue to embrace digital trends and new technologies. Consumers are very decisive and selective when it comes to the content they consume and the purchases they make online.

Michael Gullan, co-founder and Managing Director of G&G Digital.

Why you should make CRM an important part of your marketing strategy:

1. Target the right user at the right time
Personalised, rich and useful content will not only improve customer experience but also assist in turning the user into a paying customer, which is good for business. A happy and satisfied customer is more likely to continue to trust you and recommend you to others.

2. Retain customers
Use the information customers provide and their behaviour to predict their next interaction with your brand. CRM can do this, and when applied correctly, encourages customer loyalty and builds long-term relationships.

3. Use data to your advantage
CRM is data-rich and using that data, marketing professionals and their agencies can understand how customers and potential customers interact. These reports indicate what works efficiently and what elements need improvement. Knowing this and making the necessary optimisations will make the customer experience with your rand more enjoyable.

4. Use education and information to your advantage
CRM and online learning programmes are an excellent tool for B2B and B2B2C brands to inform, convince and create strong advocates for you.

With so much content to engage with, make CRM work for you by ensuring your customers and potential customers value their experience when interacting with your brand. By offering them valued experiences, they will be happy and satisfied, returning often to engage with your brand, making purchases and increasing your business revenue.


OrangeBlock Introduces New Look Whisky & Gin Live Events

Nfinity’s OrangeBlock was awarded full event management of Whisky & Gin Live’s new look. This includes three Celebration events in Cape Town, Pretoria and Durban as well as the annual Festival, to be held at the Sandton Convention Centre in November this year.
Michelle Kirby, Managing Director of OrangeBlock said, ’Whisky lovers that have been attending this popular event over the last few years will have started to notice a change. On being awarded this contract, we introduced a change to the Celebration events to introduce a new look and a special focus on gin and live music. We realised that the Celebrations taking place in Cape Town, Pretoria and Durban required an offering that would appeal not only to the whisky connoisseur and emerging whisky drinker but to the gin lover too.’
The perception that the whisky market is dominated by an older profile is no longer accurate and the emergence of craft liquors, especially gin, is a trend that deserves attention. With two Celebration events under the belt, these changes have already been well received by both exhibitors and visitors alike. Guests enjoyed the expanded range and ambiance at Whisky & Gin Live, while exhibitors relished a broader range of consumers visiting the event – many for the first time.
Running an event of this magnitude is no small task but when it comes to executing tasks in triplicate, it’s no cut and paste solution. The events all ran back to back over a seven-week period with extremely tight deadlines and timelines.
Managing individual Celebrations across three different provinces comes with its own set of challenges. ‘The different municipalities and applications for each event is totally different and they have their own unique rules, regulations and time frames,’ said Kirby. ‘Every event has to comply with various rules in terms of health and safety applications which can be very time-consuming.’


Kantar Releases Top 100 Most Valuable Global Brands Rankings

Amazon has become the world’s most valuable brand, according to the 2019 BrandZ Top 100 Most Valuable Global Brands ranking released by WPP and Kantar at the New York Stock Exchange.

Amazon’s smart acquisitions, that have led to new revenue streams, excellent customer service provision and its ability to stay ahead of its competitors by offering a diverse eco-system of products and services, have allowed the company to continuously accelerate its brand value growth.

Technology companies have led BrandZ’s Top 100 ever since its first global brand value ranking in 2006, when Microsoft took the top spot. Rising in brand value by an impressive 52% year-on-year to $315.5 billion, Amazon moves ahead of Apple (no.2, $309.5 billion) and Google (no.3, $309. billion) which both rose by a modest +3% and +2% respectively, to end the technology giants’ 12-year dominance.

In the Top 10, Facebook remained at no.6 while, for the first time, Alibaba overtook Tencent and became the most valuable Chinese brand, moving up two places to no.7 and growing +16% to $131.2 billion. Tencent dropped three places to no.8, declining by 27% to $130.9 billion year-on-year, in what BrandZ ascribes to a more volatile world; one in which brands must continually anticipate evolving consumer needs and expectations.

As other social media platforms face challenges in terms of trust and desirability, Instagram (no.44, $28.2 billion), now with over 1 billion users worldwide, emerged as this year’s fastest riser, climbing 47 places with a massive +95% growth in brand value. Lululemon, the yoga-inspired, athletic apparel company was the second fastest riser, stretching to +77% growth year-on-year to $6.92 billion.

Other top risers, such as Netflix (+65%, no. 34, $34.3 billion), Amazon (+52%, $315.5 billion) and Uber (+51%, no.53, $24.2 billion) reflect the rapidly changing, technology-driven world in which consumers are placing more value on richer brand experiences.

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ said, ‘The growth in value of this year’s top 100 brands to an all-time high proves the power of investing in brands to deliver superior shareholder value. Behind this headline growth figure lies the success coming from a new phenomenon of ecosystem brand building. We’re seeing a move from individual product and service brands to a new era of highly-disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future.’

The BrandZ Top 10 Most Valuable Global Brands 2019

Rank 2019 Brand Category Brand value 2019 ($BN) Brand value change Rank 2018
1 Amazon Retail 315.505 52% 3
2 Apple Technology 309.527 3% 2
3 Google Technology 309.000 2% 1
4 Microsoft Technology 251.244 25% 4
5 Visa Payments 177.918 22% 7
6 Facebook Technology 158.968 -2% 6
7 Alibaba Retail 131.246 16% 9
8 Tencent Technology 130.862 -27% 5
9 McDonald’s Fast Food 130.368 3% 8
10 AT&T Telecom Providers 108.375 2% 10

Despite the economic uncertainty surrounding the US and China trade tariffs, almost a third of a trillion dollars ($328 billion) of value was added to the BrandZ Top 100 Global ranking over the last year, giving it a combined brand value of $4.7 trillion – roughly the combined GDP of Spain, Korea and Russia.

Much of this value is derived from consumer technology brands appearing in the ranking, which combined are now worth in excess of $1 trillion. Examples include newcomers Xiaomi (no.74, $19.8 billion), a Chinese mobile handset brand that also uses the Internet of Things (IoT) to connect smart devices and is experiencing rapidly growing demand in countries such as Russia, India and Malaysia. Another Chinese brand, Meituan (no.78, $18.8 billion) is seen as a category-disrupting consumer technology platform offering everything from food delivery, room bookings and ride-hailing to bike rentals. Meanwhile, Uber is leveraging the ecosystem model and expanding into food and other delivery services, while Haier (no.89, $16.3 billion), the world’s largest home appliances and IoT platform, is committed to co-creating an open ecosystem brand in the IoT era with its customers and partners.

Doreen Wang, Kantar’s Global Head of BrandZ commented, ‘Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions. The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints. Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth. Disruptive ecosystem models are flourishing in regions such as Asia, where consumers are more technology-enabled and where brands are integrating themselves into every aspect of people’s daily lives.’

Key trends highlighted in this year’s BrandZ Global Top 100 study include:
• Luxury is the fastest growing category (+29%) followed by Retail (+25%), fuelled by the shifting preferences to digital channels from GenY and GenZ consumers.
• Technology, Finance and Retail categories dominate, accounting for more than two-thirds of the total value of brands.
• Nine newcomers appear in the Top 100, predominantly driven by Chinese and US technology brands with disruptive business models including Dell Technologies, Xbox, Haier, Meituan and Xiaomi.
• Asian brands increased their presence with 15 Chinese, three Indian and one Indonesian brand making the ranking among a total of 23 from the region, including LIC and Tata Consultancy Services.
• A new generation of brands emerged – GenZ brands (created after 1996) are miles ahead in growth rate as they add more value to the ranking per year of existence – almost four times more than brands created in the millennial era of 1977 to 1995. A total of 23 GenZ brands appear in the Top 100 with an average age of 16 years compared to 18 millennial brands averaging 33 years.
• Sustainable brands – brand owners are demonstrating the importance of improving and reinforcing consumer perceptions that they are ‘responsible’ through social, environmental and corporate initiatives.
• China and US trade wars affected the growth of the Top 100 ranking, which slowed to +7% over the last 12 months. Consumer confidence was hit as the trade tariffs impacted several brand categories with Cars, Logistics and Banks suffering most.

KANTAR www.kantar.com

Taking The AI Route In Marketing

Image source: https://socialmediaexplorer.com

According to Paula Sartini, founder and CEO of BrandQuantum, Artificial Intelligence (AI) can bring great benefits to businesses across various industries. Already companies such as Google and Microsoft have invested significantly in this technology and are benefitting from it.

However, companies that don’t have AI solutions in place yet don’t need to rush off too quickly to implement it in an effort to catch up. However, they should start planning for AI as to not fall too far behind the curve.
Marketing departments in particular stand to gain vast benefit from using AI, most notably in their ability to deliver consistent experiences and exceed customer expectations. However, many marketers are cautious in adopting new technologies, and as AI can be a massive task to implement, marketers stand to benefit from easing into the process of AI adoption by following the steps below.
Start with automation

Automation software enables marketers to automate repetitive tasks such as applying the correct branding to company documents. Whilst these are important tasks, they can impact on productivity and detract employees from focusing on more pressing matters within the business. This is supported by research conducted by McKinsey, which found that 45 percent of work activities can be automated by implementing technology solutions. With automation, companies will benefit from cost savings, improved productivity and improved reliability.
Before implementing brand automation, marketers need to conduct a brand audit to determine how the brand compares to its competition, what the brand strengths are, how customers interact with the brand and where the key customer touchpoints are. It is important to look broadly beyond a specific department and include the ‘messy and complex’ things too as this is often the stuff that no-one wants to do but that will provide the most valuable insights. For example, marketers may suggest that email signatures are the responsibility of the IT department, however, customers don’t discriminate between the internal departments within a company, they expect their needs to be met and view the organisation as a whole regardless of who they engage with. As such every element of the brand should be audited.
Once you have conducted a brand audit, the next step is to determine which functions can be automated. These are the functions that require a time investment from staff but deliver minimal return on the investment. For example, complex customer requests should be handled by employees but if a customer is calling for a statement, this process could be automated to free up employees to handle the more challenging customer issues. The most important thing to remember when automating tasks is that customers are often looking for human interaction, particularly when dealing with sensitive or complex issues.
In the case of the customer experience, companies need to get the balance right between what can be automated and what should be handled by employees. Ultimately the best approach is to remove human intervention from the repetitive and menial tasks in order to free them up to handle the more important and complex functions that make the real difference to customers and ultimately build the brand. Once these functions have been identified the next step is to identify patterns within customer engagement by analysing the data.
Move beyond automation

For many years marketers have been collecting customer data but haven’t been able to use it effectively until now. With a mountain of data, combined with established parameters, technology is able to move beyond mere automation to bring marketers intelligent and intuitive offerings. For example, in the case of email, employees could select predeveloped content to drop into emails they send to customers. Initially this would require these employees to make decisions in terms of which content to select. However, over time the technology would become intelligent and intuitive and combining the data with usage patterns, it would simplify the process even further for users by automatically inserting the correct content for the recipient.
However, marketers should also pay attention to unstructured data as this is where the real magic lies. By identifying patterns in unstructured data, you’ll be able to find opportunities to innovate and identify real behaviours rather than rely on what people say they are doing. With greater insight into who your customers are, and a clearer understanding of their needs, it is easier for employees to engage with them using relevant, personalised information, sent at the right time and improving the overall customer experience.
Introduce AI tools

Once marketers have become comfortable using these technologies, the next step would be to assess their business needs to determine which AI applications are the best suited to meet their specific needs. There are several AI solutions available and marketers should be cautious not to implement AI for AI’s sake but rather determine which solutions are best suited to help them achieve their business objectives. It is also important that you consider the legacy systems within the organisation as this can often be a stumbling block to implementing new technologies. Marketers need to clearly articulate their requirements and collaborate with the IT department to implement solutions that meet the business’s needs.
The most imminent AI solutions available for marketers include anticipating future customer purchases and presenting offers accordingly, improving media buying, monitoring social media comments to determine brand affinity and tailoring promotions. However, this is only the tip of the iceberg in terms of what AI can bring to the marketing table. With the correct data combined with the right AI solutions, marketers can gain greater insight into customer sentiment and behaviour to more proactively plan and target campaigns that deliver the best results and enhance the customer experience across every customer touchpoint. 

Get started now

There is no doubt that AI brings about some uncertainty with the promise of great things for marketers and business. While still in its infancy, this is the time for marketers to slowly start implementing technologies that lay the foundation for AI at a later stage. Marketers should start getting familiar with automation technology and determine exactly what they expect from AI technology before making the leap and introducing AI solutions into the organisation.
While it can be tempting to jump in head first, by adopting a slow and steady approach to AI implementation, they will be setting themselves up for success in the long-term. But the time to start is now.


Pantone And Nickelodeon Partner To Create SpongeBob-Themed Colours

Pantone And Nickelodeon Partner To Create SpongeBob-Themed Colours

In commemoration of popular culture icon SpongeBob Squarepants’ 20th Anniversary, two colours have been created through the collaborative efforts of the Pantone Color Institute and Nickelodeon: SpongeBob Yellow and Patrick Star Pink.

Nickelodeon is celebrating 20 years of SpongeBob SquarePants with the ‘Best Year Ever’— a tribute to the number-one kids’ animated series on TV that has generated a universe of beloved characters, pop culture catchphrases and memes, theatrical releases, consumer products, a Tony award-winning Broadway musical and a global fan base.

‘For two decades, SpongeBob SquarePants has inspired millions of people,’ said Charlotte Castillo, senior vice president, Franchise Planning, Viacom Nickelodeon Consumer Products. ‘From our partnership with the Pantone Color Institute to our collaborations with artists around the world – we’re commemorating SpongeBob’s 20th anniversary by celebrating his optimism, imagination and creativity.’

‘We were very honored to partner with Nickelodeon on the creation of colours for these two globally iconic characters. Inspired by SpongeBob’s enthusiasm, playfulness and fun-loving nature, the new SpongeBob Yellow we created is a luminous golden hue that reflects the energy of the sun, radiating joy and happiness, and sparking imagination,’ expressed Laurie Pressman, vice-president Pantone Color Institute. ‘Patrick Star Pink, a warm and inviting coral pink is the perfect companion colour to SpongeBob Yellow. Spirited and affable, a light hearted pink hue is ideally suited to the fun and laughter of being with your best friend.’


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