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Cerveza Cristal is celebrated with Star Wars memes, despite legal trouble with LucasFilm

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In this galaxy—and only about 20 years ago—the marketing team behind Chilean beer Cerveza Cristal had a clever and bizarre idea. The brand edited advertisements for the beer directly into television broadcasts of the original Star Wars trilogy.

Instead of watching an ad break, viewers could watch A New Hope or The Empire Strikes Back uninterrupted on free-to-air Channel 13, but there was a catch. One moment, Jedi master Obi-Wan Kenobi tells a young Luke Skywalker about his father’s heroics and prepares to gift the young boy with his father’s lightsaber. In the next, he opens an old chest to reveal not a weapon of a seasoned warrior, but a cooler of ice-cold beer. There’s a disturbance in the Force, and the film: The Cerveza Cristal logo appears in the center of the screen, its catchy jingle ringing in the background.

At the time, the idea was hailed as “genius” by the judges for the Cannes International Advertising Festival, who awarded OMD Santiago, Cristal Beer’s ad agency at the time, the Grand Prix. But despite the acclaim, the clips, originally from 2003, faded into obscurity—until this week when they resurfaced on X:

The site erupted with memes. Photoshops of Cerveza Cristal into famous movie franchises like Dune and Lord of the Rings proliferated across the site.

The free advertising for Cerveza Cristal via social media comes at a crucial time for Compañía de las Cervecerías Unidas, Cerveza Cristal’s parent company, which had a poor year, according to its fourth-quarter earnings report last month. Net income fell over 10% compared to 2022, and sales plummeted over 25% from 2022’s year’s fourth quarter. The company was in part hurt by a strong Chilean peso, which meant CCU could not maximize revenue for exports, including to the U.S. Over the past five years, the company’s market capitalization plummeted from $5.27 billion to $2.17 billion.

But beer brands across the board are suffering, largely due to inflation-induced price hikes turning off customers. Beer prices rose almost 6% from April 2022 to 2023, and over 70% since 2000.

CCU’s troubles have been compounded by the foes it’s made in the industry. In December, Chilean craft brewers joined the association of independent brewers in bringing an antitrust case against CCU, arguing the Chilean beer giant made arrangements with bars and restaurants to limit the access of competing brands. Anheuser-Busch InBev is suing CCU in a similar case, Bloomberg reported.

And these aren’t even the first legal troubles the makers of Cerveza Cristal have faced. Twenty years ago, the beer brand was in legal hot water for the very gimmicks that earned it so much attention this week.

It’s a (legal) trap

Cerveza Cristal’s stunt may have impressed advertising experts, but it did not impress LucasFilm, which filed a complaint against the company for violating the Chilean Code of Ethics Advertising.

The complaint, obtained by Fortune through Conar, or Chile’s Council for Self-Regulation and Advertising Ethics, argued that the advertisements gave the false impression to the audience, composed of a significant number of minors, that the product advertised was associated with the films. The films that Channel 13 broadcasts were protected under Chile’s copyright and intellectual property laws.

“Viewers are wrongly led to think that the film includes a reference to the product (Cerveza Cristal), causing an unquestionable surprise to the viewer and at the same time, denying them the possibility of changing the channel during the advertising space,” the complaint said.

LucasFilm won the case. Dan Croxall, a craft beer law expert and professor at the University of the Pacific’s McGeorge School of Law, told Fortune that, in intellectual property cases similar to this, a clever gag or added layer of brand recognition just isn’t worth the risk.

“It brings up chuckle—instead of a lightsaber, it’s a bottle of beer or whatever—and it’s creative, but it’s somebody else’s creativity,” he said.

LucasFilm and CCU did not respond to Fortune’s requests for comment.

Croxall said that despite the legal snafu, CCU’s attempt would be a pretty good marketing strategy—if done within legal parameters.

The beer market, particularly for craft beer, is overcrowded with almost 10,000 craft breweries in the U.S. as of 2022, according to the Brewers Association. Between a packed industry and big beer companies controlling over 65% of the market, it’s increasingly difficult to set one’s brand apart from others. In the past, microbreweries and craft beer companies have used the likeness of ’90s hip-hop icons and sports teams to brand their products, sometimes without licensing, Croxall said. The illegal use of intellectual property, as illustrated with the LucasFilm lawsuit, is ill-advised, but trying to associate a recognizable name or brand with one’s own has merit.

“The more front of mind, the more likely that a point-of-sale decision is going to be made in your favor,” he said. In other words, if consumers are aware of your product, by whatever means, they’re more likely to buy it.

While Croxall is dubious that a meme renaissance could have a lasting impact on a brand’s success, he argued that it could be an effective bid to gain Gen Z’s attention. The young generation is bitter on beer, preferring cannabis or just not drinking at all for health reasons. However, Zoomers will engage with memes, as illustrated by the pandemic-era meme stock revolution. It’s up to beer companies to strike a chord with young buyers who aren’t thirsty for their products.

“If there’s a new hit brewery trying to reach Gen Z, I would be trying to associate myself with the things that resonate with them,” Croxall said. “I’d just be very careful to do it on the legal side.”

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Recession indicator is close to sounding the alarm as unemployment rises

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While unemployment is still historically low, its rate of increase could be a sign of deteriorating economic conditions. That’s where the so-called Sahm Rule comes in.

It says that when the three-month moving average of the jobless rate rises by at least a half-percentage point from its low during the previous 12 months, then a recession has started. This rule would have signaled every recession since 1970.

Based on the latest unemployment figures from the Labor Department’s monthly report on Friday, the gap between the two has expanded to 0.43 in June from 0.37 in May.

It’s now at the highest level since March 2021, when the economy was still recovering from the pandemic-induced crash.

The creator of the rule, Claudia Sahm, was an economist at the Federal Reserve and is now chief economist at New Century Advisors. She has previously explained that even from low levels a rising unemployment rate can set off a negative feedback loop that leads to a recession.

“When workers lose paychecks, they cut back on spending, and as businesses lose customers, they need fewer workers, and so on,” she wrote in a Bloomberg opinion column in November, adding that once this feedback loop starts, it is usually self-reinforcing and accelerates.

But she also said the pandemic may have caused so many disruptions in the economy and the labor market that indicators like the Sahm Rule that are based on unemployment may not be as accurate right now.

A few weeks ago, however, Sahm told CNBC that the Federal Reserve risks sending the economy into a recession by continuing to hold off on rate cuts.

“My baseline is not recession,” she said on June 18. “But it’s a real risk, and I do not understand why the Fed is pushing that risk. I’m not sure what they’re waiting for.”

That came days after the Fed’s June policy meeting when central bankers kept rates steady after holding them at 5.25%-5.5%—the highest since 2001—since July 2023.

The Fed meets again at the end of this month and is expected to remain on hold, but odds are rising that a cut could happen in September.

Sahm also said last month that the Fed Chair Jerome Powell’s stated preference to wait for a deterioration in job gains is a mistake and that policymakers should instead focus on the rate of change in the labor market.

“We’ve gone into recession with all different levels of unemployment,” she explained. “These dynamics feed on themselves. If people lose their jobs, they stop spending, [and] more people lose jobs.”

Meanwhile, Wall Street has had a more sanguine view of the economy, citing last year’s widespread recession predictions that proved wrong as well as the AI boom that’s helping to fuel a wave of investment and earnings growth.

Last month, Neuberger Berman senior portfolio manager Steve Eisman also pointed to the boost in infrastructure spending.

“We’re just powering through, and I think the only conclusion you can reach is that the U.S. economy is more dynamic than it’s ever been in its history,” he told CNBC.

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Joe Biden rejects calls to quit presidential race as clamour grows for his exit

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Joe Biden faced a growing clamour among Democrats to drop out of the 2024 presidential race on the weekend despite stepped-up public appearances aimed at proving he is mentally fit to take on Donald Trump.

Biden has two campaign events in the swing state of Pennsylvania on Sunday after a high-stakes primetime interview on Friday night failed to reassure fellow Democrats panicked by the 81-year-old’s shaky debate performance last week.

“It’s the worst possible outcome,” one veteran Democratic operative told the Financial Times after Biden’s interview aired on ABC News. “Not nearly strong enough to make us feel better, but not weak enough to convince Jill [Biden] to urge him to pull the plug.”

David Axelrod, the architect of Barack Obama’s successful 2008 presidential campaign, warned after the interview that Biden was “dangerously out-of-touch with the concerns people have about his capacities moving forward and his standing in this race”.

The roll call of Democrats calling for Biden to withdraw was joined on Saturday by Angie Craig, a House member from a swing district in Minnesota.

“President Biden is a good man & I appreciate his lifetime of service,” Craig wrote on social media platform X.

“But I believe he should step aside for the next generation of leadership. The stakes are too high.”

NBC News reported that the Democratic leader in the House, Hakeem Jeffries, was set to discuss the president’s candidacy among colleagues on Sunday.

Throughout the roughly 20-minute interview on ABC, Biden rejected opinion polls that show him trailing Trump both nationwide and in the pivotal swing states that will determine the election outcome.

“I don’t think anybody is more qualified to be president or win this race than me,” Biden said.

The president also dodged questions about whether he would be willing to undergo cognitive and neurological testing, at one point replying: “I have a cognitive test every single day, every day I have that test.”

Biden added: “You know, not only am I campaigning, I am running the world . . . for example, today, before I came out here, I am on the phone with the prime minister of, well anyway, I shouldn’t get into the detail, with Netanyahu, I’m on the phone with the new prime minister of England.” The president appeared to be referencing a call he had on Thursday with Israeli Prime Minister Benjamin Netanyahu, and another on Friday with new UK Prime Minister Sir Keir Starmer.

In another exchange, Biden appeared to suggest that nobody would be able to convince him to suspend his re-election bid, saying: “If the Lord almighty tells me to, I might do that.”

“It seems that the only person who still believes Biden should still be in the race is Biden,” said one top Democratic donor. Another Democratic donor called the interview “pathetic”, while another said it was “too little, too late”.

Many Democratic lawmakers, party operatives and influential donors have privately called for Biden to suspend his re-election campaign after last week’s debate reignited questions about the president’s age and fitness for office. But more critics have been willing to go public with their concerns in recent days.

Maura Healey, the Democratic governor of Massachusetts, became the first state governor to suggest Biden step aside on Friday. Healey was among governors who met the president for emergency talks at the White House this week.

She issued a statement urging him to “listen to the American people and carefully evaluate whether he remains our best hope to defeat Donald Trump”.

Meanwhile, the Washington Post reported on Friday that Mark Warner, a senator from Virginia, was working to assemble a group of Democratic senators to ask Biden to exit the race. A spokesperson for Warner did not respond to a request for comment.

Earlier on Friday, Biden delivered a defiant speech in Wisconsin, a swing state, telling a crowd of supporters that he would not bow to the mounting pressure on him to quit.

“Let me say this as clearly as I can: I’m staying in the race. I’ll beat Donald Trump.”

Reporters travelling with Biden noted several people standing outside the venue where he spoke in Wisconsin holding signs urging him to “bow out” and “pass the torch”. Another sign read: “Give it up, Joe.”

His campaign on Friday said it would spend another $50mn on advertising in the month of July, including for ad spots that would run during this month’s Republican National Convention and the Olympics.

Biden’s vice-president Kamala Harris, California governor Gavin Newsom and Michigan governor Gretchen Whitmer — all seen as possible candidates should Biden step aside — have remained publicly loyal to the president’s campaign. At a July 4 celebration at the White House on Thursday evening, Biden joined hands with his vice-president as some people in the crowd chanted, “four more years”.

But other prominent Democrats are more reluctant to share the stage with the president. When Biden visited Wisconsin on Friday, he was joined by the state’s Democratic governor, Tony Evers — but not Tammy Baldwin, the state’s Democratic senator, who is polling far ahead of the president.

The latest FiveThirtyEight polling average shows Trump leading Biden by just shy of two points in Wisconsin.

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‘No task is beneath me’

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A good leader can’t be afraid to get their hands dirty, according to Nvidia CEO Jensen Huang.

Long before he co-founded the computer chip giant, which is currently worth more than $3.1 trillion, Huang was a teenaged busboy working at Denny’s. Years later, he would hatch the idea for Nvidia with his co-founders in a booth at the same Denny’s where he’d once cleared tables, washed dishes and even cleaned toilets.

Despite boasting a net worth that Forbes estimates at nearly $108 billion, Huang says those humble beginnings still shape the type of business leader he is today.

“To me, no task is beneath me because, remember, I used to be a dishwasher [and] I used to clean toilets,” Huang said in a March interview at the Stanford Graduate School of Business.

“I mean, I cleaned a lot of toilets,” he added, telling a room full of students: “I’ve cleaned more toilets than all of you combined — and, some of them you just can’t unsee.”

Of course, there’s a big difference between being a teen restaurant employee and running a multitrillion-dollar company. But, Huang says he still tries to approach his job today with a similar willingness to take on anything if he believes he can help his employees improve the company, regardless of whether that task could be delegated to someone else. 

“If you send me something and you want my input on it and I can be of service to you — and, in my review of it, share with you how I reasoned through it — I’ve made a contribution to you,” Huang said.

Huang is a famously hands-on boss, with some employees calling him “demanding” and a “perfectionist.” He asks employees across the company to email him each week with the five most important things they’re working on, and then Huang sometimes even strolls up to employees’ desks to ask them how projects are going and weigh in with suggestions, according to a profile in the New Yorker

Whenever possible, the longtime CEO likes to show his employees his reasoning for a suggestion or solution he offers. Doing so helps the company in the long run, and Huang also finds it personally rewarding and an opportunity to learn new things himself, he told the audience at Stanford. 

“I show people how to reason through things all the time: strategy things, how to forecast something, how to break a problem down,” he said. “You’re empowering people all over the place.”

He tries to wrap up his most complicated work early in the day, so if anyone needs something from him the rest of the day, he can “always say, ‘I have plenty of time.’ And I do,” Huang said in a commencement speech at the California Institute of Technology last month.

And, while many CEOs try to limit the number of people who directly report to them to a handful of employees to free up their management schedule, Huang actually prefers to have roughly “50 direct reports,” he told CNBC in November. That structure improves Nvidia’s performance by allowing information and strategy to flow more directly between Huang and Nvidia’s other leaders, according to Huang.

“The more direct reports a CEO has, the less layers are in the company. It allows us to keep information fluid,” he said.

It’s all about putting his employees in the best position to succeed and contribute to Nvidia’s overall success, Huang said at Stanford. It is the job of any good CEO to “lead other people to achieve greatness, inspire, empower other people, support other people,” he added. “Those are the reasons why the management team exists: in service of all of the other people that work in the company.”

Want to be a successful, confident communicator? Take CNBC’s new online course Become an Effective Communicator: Master Public Speaking. We’ll teach you how to speak clearly and confidently, calm your nerves, what to say and not say, and body language techniques to make a great first impression. Sign up today and use code EARLYBIRD for an introductory discount of 30% off through July 10, 2024.

Plus, sign up for CNBC Make It’s newsletter to get tips and tricks for success at work, with money and in life.



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