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Sunday
Oct132019

Masters Of Spin - Celebrity Endorsers, Judge Barbie & Adidas goes Plus Size

On this weekend's Masters of Spin, we discuss the . etits of using celeberities to endorse Supermarket brands Coles, IGA and Aldi. Also Adidas pushed into the Plus Size Athleisurewear market and Mattel release it new line of Barbies - 4 Judge Barbies.

Check out the segment, the transcript is below.

Monique Wright: Welcome back. The supermarket wars are firing up again. But this time with a difference instead of Coles versus Woolworths, we're now seeing IGA versus Aldi in competition for your grocery dollars.

Matt Moran: But neither of them is trying to lure us in with price cuts. Instead they're attempting to win us over with customer service and Ozzy produce.

Speaker 3: It can be tough for small producers to get on the shelves of supermarkets. But this is all the producer in Queensland had to do to be stocked at her local IGA.

Speaker 4: Mm. I love it.

Speaker 3: Because we're independent and I love supporting locals. Pop in and see what's at your-

Monique Wright: Well that's cute. Now our masters of spin join us. Advertising and marketing experts, Matthew Bywater in Sydney, and Adam Ferrier in Melbourne. Welcome to you both. Adam, what happened to the price wars? This has now come down to something completely different hasn't it? It's appealing on a different level.

Adam Ferrier: Yeah, that's right. Price wars are actually pretty bad for the supermarkets because they have to kind of keep undercutting each other, and that extracts the value out of the supermarket. So if they promise something like community or local, they can then maintain a price, maintain margins, and the supermarket wins, and hopefully the consumer wins as well.

Matt Moran: Matthew, the personalities are interesting too. The face of Coles is renowned Cook Curtis Stone. IGA has gone with actor Shane Jacobson. Aldi is using TV presenter, Ian "Dicko" Dickson. Talk us through, I guess, the psychology behind those choices.

Matthew Bywater: Yeah. This is a really important thing for the supermarkets to do. They're trying to humanize their brand in what is pretty much an inanimate object almost. Curtis Stone, I get. I think it's a great move as far as it's making it look like their food is chef quality. Great look. Shane Jacobson, fantastic look. The local store, the local guy, the everyday guy. Dicko, Audi, I'm still trying to work that one out. I don't know what that image is there but the Jury's out.

Monique Wright: Adam, can you shine any light on that?

Adam Ferrier: Yeah. There's kind of a reverent quickie, don't quite know what you're going to get, kind of fit at Aldi. The fact that it doesn't make sense is probably why they've done it.

Monique Wright: Yeah. Yeah, because a lot of stuff in Aldi doesn't make sense. I like it, but it doesn't make sense. I don't understand it.

All right. Now Adidas has launched a new sportswear line, which is the first to be what they're calling size inclusive. It goes from a two times extra small to four times extra large. It comes with a slogan, all of us as we are. Adam, this is a big change for a company which is really known just mostly about that extreme athletic look. I love this.

Adam Ferrier: Yeah, I love it too. Brands used to be much more about aspiration about who we could be. There's a general movement to move from aspiration to acceptance. So it's no longer about aspiring to be something else, it's about trying to accept who you are. And good on them for doing this. It's fantastic.

Monique Wright: And because they all look really fit, and they're moving brilliantly.

Adam Ferrier: Yeah, it looks great. It's shot beautifully. Shot how Adidas would shoot a commercial, so it's not trite. It's not trying to be hard. It's actually them proving that they're into acceptance as opposed to aspiration. Good on them.

Matt Moran: The slogan feels authentic. All of us as we are, it seems to fit the mark.

Lastly, move over, judge Judy. There's now Judge Barbie just in time for International Day of the Girl, which was yesterday, in case you missed it. Mattel has released, I should say, four dolls dressed as judges to empower girls. Adam, no one will argue the worthiness of what Mattel's doing, but do you think parents are buying it?

Adam Ferrier: I don't know if parents are literally buying it or not, but it's great for Barbie to prove their relevance by keep on doing this. They will come a day when it won't be a surprise to them to release a judges range of Barbie because of course the High Court will have equal representation and so forth. But good on Barbie for doing it. It's great.

Monique Wright: Yeah. Matthew, what do you think? I mean, I know just from my daughter at home, I didn't think that I would buy her Barbies, and then I had a daughter and all she wanted was Barbie. So you know, I bought them. And they've got these terrific occupations and they do everything from the judges, is the new one, but they're astronauts and they're doctors and they're doing all of these fabulous things that I wonder whether that actually makes the ideal unrealistic when we're talking about how they look, to also have all of these jobs which might not be that realistic. Perhaps we should have some plumbers in there and some other professions.

Matthew Bywater: Yeah. Well there is over 200 professions so far, so maybe they're still getting to that. Maybe on the equality side, Adam was also thinking too, in the U.S. the Supreme Court has nine judges, so maybe they could have had a fifth judge there so women could have dominated that court. So maybe they could have done that as well. But yeah, I think Matell are still working on this as far as more and more professions. And doing the high aspirational ones like astronauts, doctors, judges, and so forth is probably where they're starting. [crosstalk 00:00:04:38].

Adam Ferrier: I love it. I love the idea taking on the trades and taking on other kind [crosstalk 00:04:45] of masculine things that don't necessarily have the same kind of socioeconomic aspiration as the judges and astronauts. It's a good idea.

Monique Wright: Yeah. Because my gut feeling is that they're not actually doing these to necessarily sell them. They'd probably still selling the stock standard ones, but it's to get us talking about it, and the overall look.

Adam Ferrier: Yeah. That's right.

Monique Wright: Adam, Matthew, lovely to see you as always.

Matt Moran: Thanks guys.

Monique Wright: Coming up on Weekend Sunrise, actress Jane Fonda arrested this morning. The new pictures and details are just ahead on Weekend Sunrise.