This week I’m glad to talk my friend Patrick Searle about what is happening in Southeast Asia. Patrick co-founded content marketing network GetCRAFT; they have developed an online marketplace connecting specialist creators such as journalists, writers, videographers, photographers on one end with advertisers, brands and communications agencies on the other.
After spending time working in China, Patrick travelled around Southeast Asia and based himself in Indonesia. Jakarta is increasing becoming known in the industry for having a young and vibrant startup and design scene.
On the strength of their success in Indonesia, GetCRAFT announced a few months ago in late 2016 that they were expanding to new countries in Southeast Asia, starting with The Philippines.
Having known Patrick since when we used to chat during morning coffee meetups of strategic planners and whoever was up for joining. I’d been looking forward to talking to him about his experience of Southeast Asia and transiting from working in quite traditional advertising as a strategic planner to launching GetCRAFT.
A few of the links / info mentioned:
- GetCRAFT on Twitter
- Patrick Searle on Twitter
- Likemind (While the site isn’t particularly active, the idea is still around)
- Noah Brier
- Creative Mornings
- Guangxi Province
- CIC Data Shanghai
- Anomaly London
- Wieden + Kennedy Shanghai
- Social @Ogilvy Jakarta
- Lynx (Axe) body spray marketing launch in China BBH / Flamingo case study
- Endeavor Indonesia
- Jakarta Content Marketing Meetup
- Philippines Content Marketing Meetup
- Deep fried durian ice cream
- Avocado chocolate smoothies
- Le Quartier, French bistro in Jakarta
- GO-JEK Indonesia
The Ice Cream for Everyone Podcast is finally back after an unexpectedly long and lazy end of year break! I hadn’t originally planned not to publish in December but it just… flew by – sorry about that! I’m working to put the podcast back on the right track now for 2017.
Some of the important news in this episode introduction is that I’m moving on from London and moving to the U.S. and that I’ll be focusing my energy back on Ice Cream for Everyone as my brand & marketing strategy consultancy, recording and publishing the podcast, writing and looking for clients.
Meanwhile, back to the important bit and the reason why you might read this and listen to the podcast: we have exciting guests on today. I met Kelly in Los Angeles as part of a training course I’m participating in and he turned out to be working for The Go Game, a team-building games company I first came across at SXSW Interactive in Austin, back in 2009. Ian is one of the co-founders of The Go Game, and Kelly joined a little over a year ago as a producer and runs games with them. We had a fantastic conversation, brilliant to hear behind the scenes stories of how The Go Game came to be and some really offbeat anecdotes of the kind of fun mayhem their games can occasionally generate.
Enjoy and don’t hesitate contacting The Go Game if you’re thinking of organising some kind of company / team-building event!
A few of the links / info mentioned in this episode:
- The Go Game
- Kelly Rogala, Game Producer and Product Designer
- Ian Fraser, Co-Founder
- Camp Grounded – Digital Detox / Summer Camp for Adults
- Outward Bound: Outdoor Education Adventures
- Juma Ventures
- Ben & Jerry’s
- Nextel Communications
- MechWarrior (video game series)
- Wilderness first responder class
- Burning Man Festival
- Improv Everywhere
- Jane McGonigal
- Pokemon GO
- Risk (game)
- Dungeons & Dragons
- Escape Room
Happy Thanksgiving! May you have abundance of all great things in life for the year ahead!
We have an exciting guest on the show for this episode: I had the chance of meeting Maurice at the Podcast Movement Conference I attended in Chicago earlier in July this year. Since then I checked his podcast, Revision Path, and really enjoyed it so I asked Maurice if he’d be up for joining me for a conversation.
By the way, I apologise for my mistake in the introduction of the episode, I say Revision Path has been going on since 2014 but it’s actually 2013 – the first interview was published on 23rd March 2013, precisely.
Revision Path won several awards, including a “Most Inspiring Design Podcast Award” from Creative Markets and in the show Maurice has conversations with the best Black graphic designers, web designers and web developers from around the world. In his words:
“On each episode, we explore the stories, processes, experiences, insights, and creative inspirations of these awesome creators.”
Maurice also has his own strategy and design consultancy, called Lunch. It also just happens that right after recording with Maurice, he was headed over to Facebook’s Headquarters to give a talk about Revision Path as well as interview a few people for his show, and I mention this in the intro. You can head over to the Revision Path website to check it out.
Among many inspiring side projects over the years, Maurice launched the Black Weblog Awards, and shared his passion for tea in the Year of Tea podcast last year. Maurice is a pretty awesome person with some great stories as well as a great perspective on design, I really enjoyed our conversation and I hope you will too.
A few links mentioned in the show:
- Revision Path – follow Revision Path on Twitter
- Maurice Cherry – follow Maurice on Twitter
- Podcast Movement
- Louis CK
- The Year of Tea
- Designer News
- Hacker News
- RPG video games
- Final Fantasy game series
- Battle of the Bands in Atlanta
- Real Player
- Cross Stitch
- The Black Weblog Awards
- Google G1 phone
- Nexus Phone
- mail chimp
- FB Design lecture series > check that out if it’s public?
- Creative Market award
- Most Inspiring design podcast award
- Design Matters
- My adventures in design
- “What if Money Were no Object” ~ Alan Watts
- Cherry Garcia Ben & Jerry’s
- Final Fantasy IV & VI
- Chrono Trigger
- Square Enix
- Persona RPG series
- Dungeon Crawler
- RPG video game
- Phoenix Wright Ace Attorney
Time flies, I say a couple of weeks on the podcast intro recording when it’s already been three weeks since my last episode! I’ve been both busy with the day job heading the strategy team at +rehabstudio and I also left for some holidays last week, horse riding and participating in a course about body language in Arizona, near Tucson – amazing experience!
Now on to this new episode, I had an awesome and fun conversation with Kim Mackenzie, a fellow brand strategist based in New York City and founder of the Ladies Who Strategize Slack group, a collaborative messaging group – well for ladies who strategize, as the name indicates pretty well.
Kim spent several years studying cinema and media in New Zealand so we had some great conversation about her interests in films and TV series, as well as some of the news at the time we recorded, such as the consolidation of all McDonald’s marketing and advertising work handed over to the Omnicom group in a recent and lengthy competitive pitch. Previously, the famous fast food restaurant chain’s advertising had been managed by agency Leo Burnett for numerous years. I suppose they wished the cut on costs.
I hope you enjoy as much as I enjoyed it!
A few of the links mentioned:
- Kim Mackenzie and follow Kim on Twitter
- Ladies who strategize – apply to join the Slack group
- Cindy Gallop
- David Cronenberg
- Woody Allen
- The Brood movie
- Buffy the Vampire Slayer
- Porn Theory Class
- Studio Sixty on the Sunset Strip
- The West Wing
- Aaron Sorkin
- TED Radio Hour podcast
- Morgan Spurlock The Greatest Move Ever Sold
- POM Wonderful
- The Wine Cellar Auckland
- McDonald’s Omnicom
- Blackwood Seven
- Fast Company
- NY Times
- Phish Food Ben & Jerry’s
- Superiority Burger
- Jeff Goldblum
- Jurassic Park
- Nintendo and iPhone 7 release
- Professor Leyton puzzle game
- Ghostbusters movie (reboot)
- Punch Drunk Love
We have an exciting new episode to the podcast today! Thanks to Kalum of The Rolistes Podcast who introduced us, I’ve been able to have a great conversation with Brian Feister, a web designer / programmer and more importantly for the conversation also the designer of Open Legend, an open source roleplaying game system. We had a brilliant conversation about web design and marketing, open source programming, roleplaying game systems and the kickstarter project for Open Legend that is currently live – I recommend you check it out.
I checked again after I recorded the intro and Open Legend RPG has already passed the $25k mark in pledge funds in just over a day, which is fantastic for this exciting project.
I hope you enjoy, if you do please leave a review on iTunes or your favourite podcast application!
A few of the information mentioned in the episode:
- Open Legend RPG
- Open Legend RPG Kickstarter project
- Open Legend RPG on Twitter
- The Rolistes Podcast
- Dungeons & Dragons
- Object oriented design / programming
- Open Source movement / coding
- Roll 20
- Dogfish Head Brewery
- The Hobbit
- Matthew Mercer
- Ed Greenwood
- Forgotten Realms
- John Wick
- Amaura’s Dawn
- RPG Academy
- Geek & Sundry
For this new episode of Ice Cream for Everyone, Kalum of The Rolistes, an excellent London based tabletop gaming podcast had asked me to interview him for the one year anniversary of his podcast. We had a fantastic conversation about Jeremy aka Kalum got into roleplaying games, his gaming influences, how he started podcasting, his job and many more interesting stories. Enjoy!
A few of the links mentioned:
This has been silent for a little bit too long, sorry for the delay! I’m getting back on track and to finally kick off the second season of the Ice Cream for Everyone Podcast I’ve prepared a little summer report. I tested my Zoom H5 digital recorder while in Chicago in July and I’ve (badly) edited a few bits and pieces – the best of what I could salvage out of amateurish and pretty bad recordings.
I’m also summing up the upcoming episodes. One of the reasons I’m late with the podcast is that I’ve started a new full time role and I’ve been getting into the swing of the new job and meanwhile had a bit less time for the podcast unfortunately. I still recorded in September and have some exciting episodes coming up in the next few weeks.
Apologies for some of the sound quality for outdoor recordings, I’m still learning.
A few links to information mentioned:
- My new employer: +rehabstudio
- Landmark Worldwide
- Partnership Explorations
- The Order of Things, Michel Foucault
- Six Flags Great America
- Tour de Fat
- New Belgium Brewery
- Guys We F****d, The Anti Slut Shaming Podcast
- Dan Savage Lovecast
- You Made if Weird
- Las Vegas Insider
- Sapiens: A Brief History of Humankind
- The Rolistes Podcast
- Revision Path Podcast
- Maurice Cherry
- Kim Mackenzie
- Brian Feister, Open Legend RPG
I’ve prepared a demo clip of several snippets of the first season of the Ice Cream for Everyone Podcast, this is perfect if you want to get a sense of the podcast without spending too much time on it.
Edited snippets are from the following published episodes:
This newsletter was first published via email on the 29th May 2016. You can also sign up to receive Ice Cream Sundae by filling the form on the right-hand side column or here.
I was just browsing around for writing inspiration and checked some of my first blog posts from 2007. I’d started a series about my favourite brands back then, it seems like a good idea to bring the idea back in an updated version. This is the first of new Sundae series about my favourite brands, starting with a guilty pleasure I’m pretty much addicted to: Doritos.
The name itself comes the charming Spanish word “doradito” which translates as “a little golden” or “golden brown”.
You’ll also be glad to find there are persistent themes in my interests given the product was originally created and sold at the Casa de Fritos in Disneyland in California. I am of course referring to the previous Sundae newsletters I wrote about theme parks and roller coasters. Apparently some day in 1964 they found themselves with surplus tortilla, decided to cut them up in triangles and fry them like the traditional Totopo Mexican chips. They added some dry powder seasoning and they became very popular.
They were quickly overwhelmed by the amount of people who wanted the addictive triangles and a couple of years later Doritos was born, the first tortilla chip brand to be launched nationwide in the United States. Now with a global 39% market share, Doritos is the largest tortilla chip brand in the world.
I’m a complete sucker for crisps (or chips, depending where you’re reading this), particularly corn crisps and these little triangles come first on my list. They crunch and taste amazing. It’s also a family thing: I have 3 siblings and whenever we meet, you can sure there’ll be a bag of them close by.
Of course you may be reading this and thinking they’re disgusting cesspools of fat and chemicals, and you may be right. Then again, put one in your mouth and you might reconsider. Maybe chemicals like flavor and conservation agents aren’t all that bad. Doritos got a lot of flack over the years for the potentially artificial nature of their ingredients. Years ago the satirical news website The Onion published a fun article about Doritos celebrating their “One Millionth Ingredient”.
From a product innovation, branding and communications perspective Doritos is consistently one of the most interesting brands out there.
They’ve been making interesting efforts for a long time, for example you might remember the legendary product placement scene in Wayne’s World includes Nacho cheese flavoured Doritos. I used to know every single line of dialogue of the whole movie when I was a teenager, if ever you were wondering what I was doing with my time back then, a few hours involved watching and re-watching Wayne’s World.
Doritos have been associated with the Super Bowl for a long time, the most watched TV event in the US and most expensive and anticipated from an advertising perspective. Recently the average cost to air a 30 second ad during the Super Bowl went from $4 million the past few years to $4.5 million.
I believe it was in 2006 they started the “Crash the Super Bowl” marketing campaign, as far as I know one of the first successful examples of crowd sourcing and getting fans involved in the creative concepts and videos advertising Doritos. It was organised as a competition, anyone could submit video adverts and the winners would be aired during the Super Bowl. Given how successful it became they reiterated the campaign several times, and Doritos ads are now among the most anticipated during the Super Bowl. They’re often weird, funny and quirky.
The first winner “Live The Flavour” aired during the Super Bowl in 2007, the first ever consumer created TV ad to appear during the popular sporting event and raked the fourth best ad according to the USA Today Ad Meter Poll. Subsequent research showed Doritos saw a 12% increase in sales in the month following the ad and close to one million people visited the website where they could see all the Doritos from other competition finalists. They were expecting about 200 competition entries for the first year and received over 1,100.
In a good example of demonstrating it’s not worth changing a winning team – a French saying: “On ne change pas une équipe qui gagne” – the following year Doritos attempted to change the successful formula to offer musicians to “Crash the Super Bowl” but that ended up nowhere near as popular as the previous year so they brought the ads back and have been doing it very ever since.
Doritos are known for a wide variety of flavours they test for different markets around the world and adapt their flavourings to better suit tastes in various parts of the world. They brilliantly leverage the product for promotion and advertising purposes as well. I believe that started with the X-13D Flavour Experiment campaign. As per their current brand tagline “For the Bold” it takes being bold to decide it would be a great idea to remove your branding and packaging to release a mystery flavour and open it as a competition for consumers to guess what the flavour is. The bag of chips was just plain black with “X-13D” in large white print on the packaging. Youtube and Facebook were just rising in popularity at the time and thousands of people posted videos of their tasting the mystery chips, which turned out to be cheeseburger flavoured.
People love Doritos and there are hundreds of thousands of videos on Youtube taste testing and reviewing all sorts from the brand, such as testing these Japanese Clam Chowder flavoured Doritos.
Doritos regularly plays around with flavours, Roulette is one of the latest from a couple of years ago and that they now bring back as a seasonal special flavour (I’ve seen it in shops in London last week). It’s a bag of Nacho Cheese chips with the added twist that one chip in every handful is a really hot chilli flavoured one. The ad here with furries for some reason.
Dorito Loco Taco is hailed as one of the most successful products in fast food history.
I haven’t tried them unfortunately, though I’m afraid I might be as disappointed as every time I try a special large chain fast food item. I never find them as exciting as the ad claims. These speciality items are the result of a partnership between Doritos and fast food chain Taco Bell. It’s basically a taco in a Dorito shell including the original branding and flavouring. One of the stories in an article I read and linked to mentions someone who drove over 900 miles to get their hands on one of those when they had just launched in a few restaurants in California to test the market. A couple of years ago they were already selling over a million of these every day, over a $1 billion worth of revenue in sales in 2014.
In 2013 Doritos updated their logo, packaging design and adopted their first global campaign line and theme to be consistent across all countries where the tortilla chips are sold: For The Bold. Before the 25 different packaging designs existed around the world. The brand believed in today’s connected world where everyone accesses pretty much the same social media platforms it didn’t make sense to try and modify the product for different countries.
They are activating the campaign with a yearlong effort to find people ready to beat 50 different world records, all involved Doritos chips in some way. Examples provided are “Tallest house of cards made with Doritos” or “Farthest distance of Dorito chip tossed into mouth”.
Of course Doritos are to be consumed with moderation. I’m feeling a little peckish after writing about all this. I think I may well have to walk down to the shop later today and get myself a little bag of Doritos.
If you read last week’s edition about classic video games, I mentioned Game Camp London. Now I’ve published my first live audience recording for my audio podcast, it was a fun conversation. It’s here if you’d like to check it out.
If any of your friends are Doritos lovers too, please forward this Sundae over to them, they might enjoy reading more about their marketing and branding efforts.
Enjoy the rest of your weekend!
All the best,
As I’ve mentioned in the past couple of weeks I’m wrapping up the first official season of the Ice Cream for Everyone Podcast! To complete the season I thought it would be great to circle back with my good friends Adam Cohen, Lauren Giblin and James d’Souza some of you may remember I recorded the very first episode with.
We talked about the progress of the show over the past of the 30 episodes I recorded without them, update what they’ve been up to over the past 10 months or so since the last recording, how their podcast listening habits changed and everything about the Ice Cream for Everyone podcast. We talked about the choice of intro music, my intros, comments and feedback about the way I ask questions in interviews, the kind of guests I have on the show, the direction for the future of the show and of course we finished with a few ice cream related questions.
The episode is long enough as it is so I haven’t added any intro / outro bits though of course and as usual please share the episode with friends if you’ve enjoyed it or even better please give the show a rating and a review on iTunes (or via your iPhone podcast app)!
I mention The Podcast Movement conference during the episode and I am attending! In fact, I’m writing this post with a beautiful view of Lake Michigan in Chicago where the conference takes place next week. I’m really looking forward to it! While I take a summer break and figure out the next season I’ll be publishing shorter in between season sessions with a few thoughts of what’s going on so stay tuned.
Info / links mentioned:
- Adam Cohen | Airborne Circus
- Lauren Giblin | Being Lawyers
- Institute for Professional Excellence in Coaching
- International Coach Federation
- James D’Souza | Jesus Is My Homeboy
- Landmark Worldwide
- Good Men Project
- CALM – Campaign Against Living Miserably
- Let it all hang out
- Gallup Strengsthfinder
- The Hero’s Journey / Monomyth
- Interview with Jim Collison from Gallup
- Tim Ferriss
- Gallup Theme Thursday
- Serial season 2
- The New Case for Gold by James Rickards
- Mike Maloney Goldsilver on Youtube
- The West Wing Weekly
- The Heart Podcast
- Nocturne Podcast
- Podcast Republic
- The Ice Cream Brainfreeze song / Rhett & Link
- WTF with Marc Maron
- Here’s the Thing with Alec Baldwin
- How to be Amazing with Michael Ian Black
- Brett Easton Ellis Podcast
- Interview with Bjorn & Omar
- Interview with Kwame Ferreira of KwameCorp
- Podcast Movement Conference
- Cards Against Humanity
- Interview with James Whatley
- Interview with John Wick, award-winning game designer
- Ice Cream Sundae newsletter
- Heidi Hackemer of Wolf & Wilhelmine
- Inside the Actor’s Studio
- Hardcore Histories Podcast
- Brain Pickings
- Ben & Jerry’s
- Haagen Dazs
- Ample Hills Creamery Star Wars Ice Cream flavours