When life gives your brand lemons

mlns='> Look for ways to put a fresh twist on a time-tested approach [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 5.6.24 Connect with CMI It’s hard to find ways to distinguish your marketing messages. But in a highly regulated category like alcoholic beverages, there’s only so much creative juice you can squeeze into your content before running afoul of regulators – and audiences. Getting called out for an offensive or off-color ad can be just as damaging as something like coming under fire (cough, cough, Juul) for promoting products to underage consumers. In anticipation of National Lemonade Day tomorrow, here’s an example that manages to be “ap-peeling” despite the challenges. On the surface, Mike’s Hard Lemonade’s No Filters billboard campaign, launched in Peru, features simple phrases (like Dulce Y Refrescante) on top of a bright yellow background. But aim your phone at the QR code, and you’ll get an edgier message. For example, in the screenshot from the [campaign’s sizzle reel]( you can see the English-translated message: “Sweet like he never was, refreshing like realizing it.” [A yellow billboard for the No Filters campaign from Mike’s Lemonade uses a QR code to display a hidden message that reads, "Sweet like he never was, refreshing like realizing it."]( An augmented reality filter displaying alternate images and text is a clever way to connect with smartphone-loving audiences. But hidden content is far from a digital-era concept. Fans of the film A Christmas Story may recall the anticipation lead character Ralphie felt when decoding the secret numerical message delivered during The Little Orphan Annie radio show. He signs up for the show’s fan club to get a [decoder pin]( then gleefully sets to work decoding the message. Ovaltine really did advertise with decoder rings and secret messages on that radio show in the 1930s. More recent examples include messages etched in the [runout groove of vinyl records]( and ads and logos that use subtle sound and design tricks to share [subliminal messages](. Creative techniques like secret reveals and hidden messages help your content stand out. And they foster a sense of belonging for your audience. If you’re going to make your audience work hard to reveal them, make sure your messages don’t disappoint. Remember [Ralphie’s reaction]( when he finally cracked the code? “A crummy commercial?! Son of a b***ch!” Here are a few resources to inspire your creativity this week — and beyond.  Jodi Harris Director of Editorial & Content Strategy Content Marketing Institute [Share your feedback](mailto:jodi.harris@informa.com?subject=CMI%20content%20feedback&elqTrackId=C78334B47849D341D3EB845595B6607C)  ICYMI: [How To Bring Personality to Your Content and Personas]( Before you try an edgy idea or novel approach, learn more about your audience’s personality traits to make sure it will be a good fit.  Thursday Webinar: [The 2024 Content Marketing Playbook: Future-Focused Trends & Best Practices]( | 1 p.m. ET/10:00 a.m. PT Are you prepared to succeed with content marketing in 2024? You will be if you join us for this talk with Zack Kadish, senior SEO strategy director at Conductor. We’ll explore ways to adapt your strategy to industry disruptions, proven tactics for prioritizing quality and building trust, AI’s role in content workflows, and more.  Deadline Alert: [Submit Your Content Marketing Awards Entries by May 19]( Have you been formulating strategies, pushing boundaries, and delivering results for your organization over the past year? Submit your entry for the 2024 Content Marketing Awards to have your hard work recognized in the largest and longest-running recognition program for content marketing excellence.  To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]