MGA Entertainment unites its brands with new DTC website...

It’s Friday and it’s time for a new edition of DTC Creator!

Let’s take a look at what this edition brings…

A special note from our sponsor Portless

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Long time coming: RSPCA rebranding

After fifty long years, UK’s largest animal welfare charity, The Royal Society for the Prevention of Cruelty to Animals (RSPCA) finally rebrands. 

The scoop:

• Although they were the largest and one of the most well-known animal welfare charities, the leadership of RSPCA decided it was time for a brand new look. 

• The decision came after the leaders within the organization concluded that the organization needed more awareness as the situation for animals becomes more dire. 

• The organization decided to reach out to JKR (Jones Knowles Ritchie), a creative agency to spearhead the rebranding. 

• JKR did extensive research, including visiting animal shelters, RSPCA branches, and hospitals in order to carry out the rebranding. 

The outcome:

Rebrandings aren’t exclusive to just businesses. 

After realizing a creative review was needed to reach people more effectively, RSPCA enlisted JKR’s help. The agency then developed a new purpose; “Inspire everyone to create a better world for every animal” for the organization. 

JKR also continued on to create a new creative look that featured bolder typefaces, graphics, and vibrant colors that would help them communicate their new mission and message better than ever. 

Chris Sherwood, chief executive at RSPCA said; “Our bolder, brighter, welcoming brand aims to inspire everyone, whoever they are, to get involved so that together we can help animals now and for many years to come.”

MGA Entertainment launches new DTC website

Toymakers, MGA Entertainment, launched a new DTC website that unites all their brands under one roof. 

MGA Shop: Fans of L.O.L Surprise!, Lalaloopsy, Bratz, Rainbow High, and many more, can now shop online at MGA Entertainment’s new online store. 

These brands will still be available for purchase at major retailers, but purchasing at the site will give consumers benefits like: 

• Online-only exclusives 

• Early access to the latest products

• Limited-quantity merchandise

• Special website deals

• Free shipping for orders above $50 …

… and many more. MGA will also be launching a new MGA Rewards program that will allow consumers to collect and redeem points. The loyalty program will be free to join, and promises to allow members to collect points easily. 

Bark Air — An Airline For Man’s Best Friend

No, it is not an April Fool’s joke. Bark, known for their dog products and BarkBoxes subscription is taking their love for dogs to new heights— literally.

Flying Your Furry Best Friends

Dog owners no longer have to worry about traveling with their furry best friend flying along from the cargo hold, because Bark is partnering with a private charter airline to introduce Bark Air.

Bark Air will allow flights for dogs and their humans between Los Angeles, New York, and London. The airline will allow dogs to roam free within the plane and will provide treats and other facilities. 

Working with advertising agency Tombras, Bark released a campaign video to promote Bark Air, which will first take off on May 23rd 2024, from New York. 

BARK Air: Dogs Fly First

More marketing news

• AT&T's latest ad; “Connecting Changes Everything” casts Ben Stiller, Rose Zhang, and Jordan Spieth to show that AT&T’s current and latest technology can help people enjoy their life a little more by freeing up their time. 

• Dove vows against using artificial intelligence to portray women in any of their communication or advertising for the Real Beauty platform that is about to celebrate its 20th anniversary.

• Amazon, according to its CEO, Andy Jassy, will be paying extra attention towards generative AI, as the company believes that it is fundamental in order to deliver exceptional and positive customer experiences. 

• The founder of baby and beauty product company, The Honest Company, Jessica Alba, has decided to step down as its chief creative officer after almost a decade. The actress will remain on the board and is looking forward to pursuing new endeavors. 

• There is a new CFO in town, a Chief Fancy Officer: Non-Alcoholic craft beer maker, Athletic Brewing Company is introducing their new drink, ‘Fancy Like’, named after country singer Walker Hayes’ hit song. 

• Knix debuts their latest Sexy Mesh Capsule collection: The collection was launched with Gabrielle Union, who is the brand’s new global ambassador. Union would be a part of all of Knix’s future initiatives and campaigns. 

• Serena Williams, tennis legend, launches Wyn Beauty, cruelty-free and vegan makeup collection in the US. The launch comes with the brand’s very own DTC website. Wyn Beauty will also be available at 685 Ulta Beauty stores nationwide, and on 685 Ulta’s site. 

• It’s been hot lately, and Heineken knows it. In their latest campaign, ‘The First Ahhh’ that was created by agency LePub, the famous beer brand is capturing the feeling of taking your first sip of a refreshing drink.

DTC news you can use

• Ken Murphy, CEO of Tesco says that from a value point of view, the company is more competitive now than ever.

• Kraft Heinz’ former CMO, Irina Rodina joins Bacardi as their new senior vice-president for marketing strategy and operations.

• Brands say that they see marketing as a cost, not an investment.  

• eBay announces that they will be reviewing their global media account.

• AdAge puts together a glossary of every important DTC keyword and term that brands must know.

Top 3 advertising picks of the week

1. Dulux’s new campaign by Ogilvy, ‘Heritage Editions’, shows how 12 iconic book titles (like Frankenstein, Dracula, and Moby Dick) inspired paint colours by reimagining the book covers.

2. We all know the Hamburger Menu— the name for the navigation icon (the three horizontal stacked dashes) found on any website or app. Oreo says that it should be “The Oreo Menu” instead.

3. Are you looking to be a smuggler? Are you passionate about spreading the love of Marmite in The United States? Then, text the number below— says Marmite. 

From dog airlines to smuggling marmites, this edition had it all. 

While it may be a wrap on the party for now, fortunately, we’ll see you again on Monday! 👋