Month: September 2019

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ABC Heinz uses Brand Purpose to facilitate culture change

ABC Heinz recently dropped a controversial commercial bringing to the fore the deep-seated issue of gender inequality in Indonesia. 

As a household cooking brand used by more than 50 percent of families in Indonesia, Kecap ABC (ABC soybean sauce) believes that it must play its part in helping close the gender gap in households which arguably is most apparent in the kitchen. 


The video starts with an ugly fight between a working couple over why the wife wasn’t home early enough to cook for the family. It also shows the couple’s son in the background witnessing the fight. The brand plays a role in bringing about harmony by showing how if boys are taught to cook from an early age today, they will make better husbands and fathers of tomorrow, by helping and supporting partners equally in the kitchen and in life. 

The idea for this video was a direct outcome of a 2-day workshop that was conducted by Wolfzhowl in Indonesia along with the core client team and their creative partners. According to the brand’s data, more than 60 percent of wives in Indonesia are working women, yet less than three out of 10 husbands share kitchen responsibilities at home. The core insight for the creative was that if more men could cook and support their working wives by helping out in the kitchen, it would lead to domestic harmony and bring about gender equality at home. This insight was further honed using Wolfzhowl’s proprietary behaviour change tool – The Hypnosis model, which revealed that real change at a culture level would only happen if today’s young boys were encouraged to close the gender gap by being taught how to cook from an early way. This would help raise a generation of boys who would make much more supportive husands and fathers of tomorrow. 

In order to facilitate this culture change, Kecap ABC has launched a new program called Kecap ABC Koki Muda Sejati (ABC Soybean Sauce’s Real Young Chefs). This program seeks to sustain the impact of Kecap ABC’s program to push for more gender equality in the kitchen by teaching young boys how to cook. 

Currently, Kecap ABC already organizes a program called Akademi Suami Sejati (The Real Husbands Academy), an online and offline initiative seeking to help more husbands share more domestic responsibility to support their wives and families.

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From You to Me!

Healthcare and overall wellbeing are becoming extremely important to everyone. This can be seen in the rise of fitness influencers, fit-tech platforms and different formats of exercise and diets catering to every kind of audience, leaving no room for excuses.

Emerging trends in healthcare

Consumers are treating their bodies like an ecosystem and are seeking solutions that complement their health and evolving needs. That being said, there are a few trends that stand out:

  • The Rise of Urgent Care
    While the world moves toward instant gratification with the advent of social media platforms, you see its impact even on healthcare. No longer are people willing to meet a physician or healthcare specialist if they can’t get an appointment within a week. In fact a week is also too long for most. Hence, the rise of urgent care. More and more people are walking into OPDs of hospitals, instead of taking appointments in order to start treatment immediately (even for the issues that do not need immediate care). 
  • Greater accountability for one’s own health:
    What’s also interesting is the rise in demand for sophisticated, affordable, convenient and transparent yet personalized services. With information being available literally at a person’s fingertips, consumers are becoming more discerning and demanding. In a recent PwC consumer survey, almost half of respondents said they would consider having procedures like wound treatment, stitches or staples removed at a retail clinic or pharmacy. One-third said they would get an MRI at a retail venue. The underlying message is that patients are accepting greater accountability for their health.
  • Highly customized solutions
    Gone are the days when one size fits all. Our lifestyles are different, our food habits are different, our body types are different. And this is exactly what the healthcare industry needs to focus on – complete personalization of healthcare and wellness routines. Whether the customization is based on your lifestyle or your blood type, consumers are demanding solutions that are tailor-made for them and this demand will only grow with time. 
  • More natural, less toxic
    Today, there is an environment crisis globally and Gen Z is at the forefront of this conversation. This concern for the environment is being reflected in the way people view health and wellness. They are seeking natural solutions with low environmental impact like moving towards more traditional medicines such as Ayurveda, Unani, etc. They are also more open to trying alternate forms of healing like Accupressure, Accupunture, Cupping, Yoga, etc. As we move back to our roots, the demand for such alternate therapies will only increase.  

Healthcare and Wellness brands will need to now focus on the consumer instead of the product and solving unmet consumer needs. With technology and knowledge empowering us today, we can build sustainable ecosystems for healthcare. What do you think?

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From AI to Neural Interface, Facebook wants to read minds now

Facebook announced it plans to acquire CTRL-Labs, a neuroscience labs which has developed a wristband that can be controlled by your mind only. The stated goal of the acquisition is to build a wristband that ‘captures your intention’ by reading electrical signals sent through your body. Essentially, Facebook is investing in technology to read minds.


Facebook investing in tech to read minds



CTRL-Labs will now be part of Facebook Reality Labs.


What is this technology?

“You have neurons in your spinal cord that send electrical signals to your hand muscles telling them to move in specific ways such as to click a mouse or press a button,” says Andrew Bosworth, Facebook’s vice president of VR and AR in his Facebook Post. “The wristband will decode those signals and translate them into a digital signal your device can understand, empowering you with control over your digital life.” 


Neural Interfacing

Source: Slideshare (Kirtan Shah)


But, how will Facebook use this? To explain this further, Andrew Bosworth says “it captures your intention so you can share a photo with a friend using an imperceptible movement or just by, well, intending to.”

How will this help us?

Facebook would now have access to your thoughts, the way your brain functions, which neurons are fired and how you react to each. With Facebook known for collecting such information and using it for advertising purpose, we as marketers will get more in-depth reports of how our is reacting to the communication and we can be more scientific with each piece of communication that we put out.

This also means that those with limited mobility can use the device to communicate in a world where everyone is using their fingers and thumbs and voice to do so. 

On the downside, as consumers, it will be creepy to have a device know the functioning of your brain at all times and the ease with which brands (companies, politicians, individuals, countries etc) can manipulate us into thinking and feeling exactly what they want us to think and feel. 


What do you think will be the impact of this technology on marketing? Share your thoughts with us