King Hawaiian featuring film starring Mark Hamill — Erick Dickens // Kadenwood
- Part 1PGA Star Rickie Fowler’s impact on plant-based wellness CPG — Erick Dickens // Kadenwood
- Part 2 King Hawaiian featuring film starring Mark Hamill — Erick Dickens // Kadenwood
Show Notes
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02:02The idea behind the feature film with Mark Hamel for King HawaiianThey wanted to tell a strong story uniquely.
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05:34Marketing benefits of the feature filmIt gave retailers a reason to be excited and gave consumers something to get excited about in October rather than waiting for Thanksgiving.
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07:02Going the extra mile for a new use caseThe story of how Mark Hamil became a part of the feature film project
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10:30Should more brands produce instead of product placement?If considered a marketing investment, it is not easy, and the brands cannot depend on the movie to become a hit like a normal production studio.
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11:23Are Superbowl ads still valuable, considering the cost?It's getting harder and harder to justify. Sometimes the idea is super complicated, sometimes, it pays off, and other times it's just a costly disaster.
Quotes
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"The whole idea of Halloween and Kings Hawaiian came about from a digital marketing campaign that gave life to the idea. And the entire campaign was centered around this backstory that provided relevance to the product during Halloween. So that was where the idea to create a feature film came from because the story was so interesting. Retailers seemed excited about it, but we wanted to give it more life than just an online backstory supported by some display and store." - Erick Dickens
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"We made a pretty big deal out of it. And retailers certainly supported the effort with more prominent in-store retail distribution than we would typically get in October. It gave retailers a reason to be excited and gave consumers something to get excited about in October rather than waiting for Thanksgiving." - Erick Dickens
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"The media costs the same, and what makes a difference is the quality of the creativity. If you're going to set out to make a commercial, don't do a crappy commercial, don't do a commercial that's good enough. Put the time, effort, and investment necessary to where, if you had to, you'd feel proud to put this on the Super Bowl, and it would stand out." - Erick Dickens
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"TV is king if you want a national brand with prominence. If you want to have accelerated brand awareness, TV is the way to go. I think what's hurting TV is the pressure that the owners of that media are under." - Erick Dickens
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"Run your business like it's yours; regardless of where you are, it will never hurt you to behave that way. Your career will take care of itself if you're intelligent, ambitious, and doing things for the right reasons. If you have an agenda that doesn't align with what your business is trying to achieve, it will not work out for you." - Erick Dickens
- Part 1PGA Star Rickie Fowler’s impact on plant-based wellness CPG — Erick Dickens // Kadenwood
- Part 2 King Hawaiian featuring film starring Mark Hamill — Erick Dickens // Kadenwood
Up Next:
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Part 1PGA Star Rickie Fowler’s impact on plant-based wellness CPG — Erick Dickens // Kadenwood
There's no question that celebrity-backed brands have the edge over competitors. However, getting a celebrity to back your brand as a small business is no easy feat. Why do stars endorse brands, and what impact can you expect from that partnership? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses how PGA star Rickie Fowler impacted their brand.
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Part 2King Hawaiian featuring film starring Mark Hamill — Erick Dickens // Kadenwood
Marketers are already spending a lot on producing, publishing, and distributing content. What would their marketing outcomes look like if they had to invest in film production rather than product placements? With the rising cost of Superbowl and Tv ads, how can marketers leverage both cost-effectively? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses the King Hawaiian feature film starring Mark Hamill and lessons learned.
