#Feck You, Gun Violence and Sprite’s Sustainable Sip

AI Tackles Gun Violence 

Anti gun lobbies Change the Ref, and March for Our Lives, joined forces with ad agency, MullenLowe, to collaborate on “The Shotline“, an AI-powered campaign advocating for gun reform by re-creating the voices of students who were victims of gun violence in the USA. 

Victims of gun violence seemingly call to lawmakers, and urge them to take action on gun reform. The messages are generated using machine learning and provide a platform for victims to share their stories posthumously. 

Take Uziyah Garcia, a 10-year-old victim of the 2022 shooting at Robb Elementary School, who describes the shooting which took his life two years ago, and says: “Nothing has changed, even more shootings have happened”. Or Joaquin Oliver, a 17-year-old victim of the 2018 Parkland shooting and the son of Change the Ref’s founders, who chillingly asks, “How many dead voices will you hear before you finally listen?”  

With mass shootings regularly in the news, the sentiment is well intended, but it raises questions around privacy, consent and cultural sensitivities. How disturbing would it be to receive such a call, even with parents’ consent is it right to use dead people in stunts? AI is a powerful tool for brands to engage audiences and drive social impact, but transparency about its use – particularly as deepfakes proliferate – are crucial to maintain trust with consumers. 

This news drops after organisations including Microsoft, Google, and Meta met last week to sign an accord to take action against AI use in election campaigns. An estimated 49% of the global population is heading to the polls this year in elections across the world, so the fight against misinformation is more important than ever.

Feck You, Oatly

To turn the tables on recent criticism, oat milk giant Oatly launched an eyebrow raising activation, dubbed “Feck Oatly“. A series of ads follow the brand’s signature approach of poking fun at its past blunders. As always, there have been mixed reactions.

At its heart is an attempt to cheekily highlight its missteps, emphasising transparency and a punk attitude. But while the brand aims to come across as refreshingly honest, we say it trivialises serious issues. Not cool, Oatly.

One of the campaign’s objectives is to maintain its image as an edgy, environmentally conscious brand, possibly borrowed from the flawed BrewDog marketing playbook. Consumers are not daft, the irony isn’t lost on them considering Oatly’s questionable decisions accepting investments from controversial sources including Blackstone, infamous for their links to both Donald Trump and a controversial Brazilian infrastructure investment accused of contributing to Amazon deforestation.

Ultimately, Feck Oatly raises important questions for marketers about the balance between transparency and accountability. While authenticity is key, it’s essential for brands to tread carefully and address mistakes sincerely to maintain consumer trust.

Sprite bares all

Sprite stirred up quite the conversation when it was announced the pop would be ditching the label, albeit temporarily. By going bare and instead opting for recycled materials, the initiative aims to take a step towards sustainability, but is it a genuine positive move or just another tale of greenwashing? 

Coca-Cola is betting big on simplifying recycling and cutting down on excess packaging – sounds refreshing, right? But while some are toasting to this eco-friendly move, others are raising eyebrows. Sure, it’s a positive shift, but does it truly address the larger plastic problem? Skeptics suggest it might be more fizz than substance, diverting attention from deeper environmental issues, not to mention Coca-Cola’s questionable sustainable and ethical positioning. From allegations of water exploitation in local communities to concerns about plastic pollution, the company’s past certainly casts a pall over its green initiatives.

As Sprite’s label-free trial unfolds, all eyes are on us – the consumers. Will we embrace this quirky packaging revamp, or will we stick with what we know? It’s not just about refreshing our drinks; it’s about refreshing our approach to sustainability in the beverage industry.

Consumers are increasingly conscious of sustainability issues and expect brands to take meaningful action. Innovative packaging can grab attention, and this stunt (to call a spade a spade) has certainly done so. But to resonate with the eco conscious consumer, action has to be backed by genuine efforts to address environmental concerns. 

So, what’s the bottom line? Sprite’s label-free packaging is making waves, but whether it’ll make a lasting impact remains to be seen. After all, in a world thirsty for change, authentic action speaks louder than fizzy promises.