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Hello and welcome. You're listening to
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Marketing Matters on the Wharton podcast
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network, our weekly podcast where we
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analyze the latest in advertising,
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marketing, customer behavior, new
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product launches, branding, retailing.
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I'm Barbara Khan, the Patty and JH
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Becker Professor of Marketing, and I'm
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joined by my co-host, America Swed, the
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Whitney M. Young Jr. Professor of
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Marketing and the brand identity. Hello,
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America.
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>> Hi, Barbara. Okay, so I was talking to
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my 14-year-old Zora Fabiana Reed and uh
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as you know her, she's been on the
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program
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>> and she is fiercely into skin care in
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the beauty space. You know this
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>> and she's beautiful skin.
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>> I love it. You know what she asked me?
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She said, "Daddy, I want a gift."
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>> And I said to her, you know what I'm
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going to do because I'm affiliated with
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the Wharton School? I'm going to bring
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in the number one beauty company in the
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world. That's number one. And then point
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number two, from a HR and talent
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perspective, because she might be
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interested in working at one of these
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companies, I'm going to also potentially
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bring in the company that does the
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number one youth innovation event in the
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world.
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>> Oo,
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>> and I'm going to get dad credit for
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this. So, what what have we got today
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that we are super excited about? are so
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lucky to have here with us in the
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studio, which is really fun to be in
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person like this, Adam Cornblum, who's
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the chief creative officer for US brands
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at L'Oreal. And I have to say, Adam has
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been on the show before. Yes. He really
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knows marketing manners and he knows his
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marketing and he's the most creative guy
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we've had in a really long time.
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>> And you you must not be on every day.
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>> Adam, we are so psyched to have you.
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Welcome.
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>> You're totally cool. Can I just going to
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give you some props to start off here?
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>> Well, this is great,
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>> dude. You are like a brand yourself. The
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the jewelry when I when I saw you
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>> I noticed you took yours out.
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>> You know what I'm telling? I got to we
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got to level up, man.
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>> Yeah. No, I love it.
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>> So, we are excited to have you here and
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we we want to pick your brain for the
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next 24 minutes.
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>> I'll tell you why it is so exciting to
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have him here. He drives disruptive
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creativity across 17 brands. But what's
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cool about him is he started the first
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in-house guorilla marketing creative
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agency. He is previously he was the
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senior vice president and global head of
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digital marketing at Sarave and we
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talked about that with him last year but
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that is such a cool campaign we got to
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talk about it again.
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>> Definitely.
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>> Tell us first of all tell us what it
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means guerilla marketing creative. Why
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why did you start that? What's going on
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with that? Yeah. So, you know, I think
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uh especially in this traditional
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atmosphere that we're in, traditional
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advertising, um the idea is how do we
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disrupt, especially a big company,
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right, like L'Oreal with all these big
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brands, um we really can't do things the
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same way. We have scale, but in order to
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really disrupt, we need to do guerilla
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social media type of marketing. But if
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we had a brand, we were starting
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$100,000, right? we would choose to do
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some stuff that would really build buzz,
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that would really drive word of mouth.
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And I think that it's important that no
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matter how big you get, you remember
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that, right? So, you kind of want like
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imagination to meet budget.
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>> Um, and I think that that's the really
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the goal.
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>> And what's cool about you is that even
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though you have a what looks on paper
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like a pretty traditional background,
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you came to it in different ways. Like
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for in before you got here at L'Oreal,
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you were at Oggovy which is one of the
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biggest advertising agencies in the
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world and I would think you know
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traditional marketing that's ogvy but
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that's not how you got to right. You
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came through a different door.
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>> No, it's true. Yeah. No, I started as an
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entrepreneur. Um, I was in college,
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senior, supposed to go to law school and
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I remembered that I added credit cards
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to the game Monopoly when I was like 8
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years old and uh I mentioned it to some
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like finance guy and I was a philosophy
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guy. So, I was like, when I met this
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person, I was really scraping for a
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conversation to have with this finance
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guy because I'm like philosophy. Yeah.
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And I like dug as deep as I can go and
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then remembered that I had a credit
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cards to Monopoly. And I said it and he
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was like, you know, we're going to be
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going through a credit crisis. Like, you
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should think about doing this.
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Interesting.
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>> So, I go back to school and I Google a
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credit card game. And I see that Visa
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came up with uh the game of life with
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Hasbro. Got it.
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>> But it was a debit card game.
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>> Debit card. So everyone was like, "Oh,
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kids." You know, they're just trying to
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get their brand in front of everyone.
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They're not even teaching. So I was
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like, "Oh, wow." You know, I could take
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this credit card game, take American
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Express's like gold, platinum, blackard
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system,
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>> put it on a game, sell it to AMX for
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$300 million.
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>> That was like my thought as a senior in
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college, you know, didn't necessarily
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happen. The $300 million or or or
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American Express part, but um however,
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my first
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>> The game part happened.
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>> The game part happened. But when I uh so
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I pursue this, I graduate, supposed to
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go to law school.
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>> And so I build a business plan. I read
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about how to file some like trademarks
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and copyrights and you know do all this
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stuff. And then I'm like
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>> a law school background.
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>> The law school. Yeah. I pretend I
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pretend I was like I can get into law
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school. I could be a lawyer, you know,
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like I could do this. I got this. I just
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read a book. Um so my first move was
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actually to call the CEO of American
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Express. Um so I go I lived like an hour
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away from New York City. I drive down to
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American Express because I figured if
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like I'm in the lobby, I won't just take
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no for an answer when I call. So I call
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the back of the platinum card and I'm
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like, "Hey, can I please speak to
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Kenchanol?" He was the CEO at the time.
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And they're like, "Huh?" You know, so I
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like kind of kept going and then they're
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like, "I'm sorry, sir." No. Then I was
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like, "Oh, you know, I said a few more
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things." They put me on hold and I was
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like, "They're asking somebody."
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>> Wow.
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>> Like I think I can like pull this off.
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So I'm like, "Please tell whoever you
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ask that I have the refute to Visa's
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game of life." And I get put through.
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>> So like his his personal assistant gets
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on and uh he's like, "All right." So
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like, "What do you got?" Give him the
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elevator pitch. And he's like, "Do you
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want to like send something over?" And I
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was like, "Yo, I'm up. I'm downstairs.
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I'll send it up." So I was like, "I feel
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like I feel like Jason Bourne." You
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know,
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>> I'm in the lobby.
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>> Yeah. I'm in I'm in the lobby. you know,
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it's also like 15 like this was like not
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appropriate, but back then it was like
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>> Yeah, it was a hustle.
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>> Um, so I knew at that point I probably
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had like three weeks before American
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Express was like, "Sorry, kid. Life
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doesn't come that easy."
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>> So I started calling like billionaires
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and like millionaires and being like,
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I'm in talks with American Express,
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which was in theory true, right?
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>> Um, so I land this meeting with this
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billionaire. He passed away. His name
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was Charles Wong. He um co-founded
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Computer Associates. So, I get this
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meeting. I mean, it took like 40 calls.
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>> Yeah.
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>> Every day.
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>> Um, so I score this meeting with him and
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it was my first business meeting like in
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the real world. I have no idea what I'm
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doing. So, I read all of his books
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>> and I'm like, "All right, I'm going to
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tailor my presentation to the chapters
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of his books, you know, and like try to
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mirror his language a little bit."
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>> Good thinking. Um, that's marketing
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>> is the only thing I knew how to do, you
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know? I was like, I mean, I read about
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how to do that, you know. Um, and so I
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get this meeting, I meet with him, and
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he's like, "All right, so like, what do
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you need from me?" This is a life lesson
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that whenever someone powerful and rich
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says, "What do you need from me?" You
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just have an answer. You know what I
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mean? Like, you just throw out a number,
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it doesn't make a difference. And I'm
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like, "I need you to make some phone
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calls."
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>> You know, remember, I'm a kid,
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>> okay? Like, I just graduated. I just
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need some someone to help me out.
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>> Yeah.
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>> Um, and he's like, "Well, listen,
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>> what a waste of He's like, "If you ever
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need any money, come back to me." So, I
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left just being like, "This is so
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strange," you know? Like,
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>> this went so good, but I but so wrong at
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the same time. Like, I don't get it.
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Like, I mean, I was right there.
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>> Um,
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>> and then so I leave just being like, I
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just need a billionaire, but not for
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money clearly because I would have asked
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for it if I had any brains, right?
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>> Um, but just for social capital,
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>> social capital. So, I decide like I was
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reading about Howard Hughes, Walt Disney
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at the time. And I was like, you know,
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if Howard Hughes was alive today, like
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what does MySpace look like?
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>> And like who better to come out with
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like a new credit card game than a
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billionaire to like try to fix the
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planet, the world, some martyr mission.
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>> Y.
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>> So, I create this fictitious
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billionaire,
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>> build all these websites, like hack
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Google. At the time, like if you Googled
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Monopoly, you found like this
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billionaire trying to save the credit
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crisis, you know. Um, and yeah, amassed
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millions of followers. MySpace was big
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at the time, so this is like a hot
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minute ago.
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>> Yeah. Um, understood.
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>> Yeah. And uh, the CEO of Hasbro gets
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wind of the billionaire. This was on
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purpose.
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>> Fake billionaire.
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>> Yeah. Yes. He was he So, but the
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>> And did you answer the phone like as the
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fake billionaire?
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>> So, actually, the fake billionaire
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actually had a personal assistant,
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>> you know? So, it was like a universe. It
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was just me and my best friend that like
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we just went down this hole. Yeah,
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>> like the personal assistant's name was
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Jamie Sky with two Y's. Like don't know
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how we got there.
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>> Um but yeah, it was pretty pretty
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fascinating. But throughout like the
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journey,
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>> it was pretty crazy to like, you know,
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meet with different people.
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>> Um and yeah, so the CEO of Hasbro gets
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wind of it
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>> on Facebook
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>> and uh we have a conversation and he
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invites us in and they acquire the game.
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>> Wow.
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>> Um all in like nine ten months and I had
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literally no idea what I was doing.
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>> Wow. So that was like a really cool
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start.
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>> Pretty surreal,
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>> you know.
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>> And that is what you mean by gorilla
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marketing, right?
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>> Yes. I mean like social, right? Like any
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anything we could do like we were taking
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uh like you know when you see like
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you're driving by like on a parkway and
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you see a sign it's like vote for blank.
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Yeah. You know like we were just
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actually picking up those putting white
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pieces of paper on top of them and then
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printing out our own stuff. So we
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weren't even buying new ones, you know.
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We were
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>> um just and putting them everywhere.
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We're getting like cease and desist
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letters from towns and like New York. It
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was awesome. When we got a cease and
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desist, we were like, "Yo, they're
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noticing us."
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>> You know,
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>> that that's your big that's your KPI.
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You start getting season.
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>> So, like I know we talked about this a
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little last year, but I do want to build
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on it just because it was such a huge
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success. So, you took that same kind of
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idea, which is crazy in my opinion. This
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whole story is ludicrous, but you did it
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with Saravee. I mean I'm so like you're
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telling us that story because it's this
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idea of the creative way of approaching
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something and it can yield real results.
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So tell us quickly like the intuition
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behind Sarah Bay. I mean now it's been a
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while like when it happened which was I
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think the Super Bowl of 2024 is when it
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was really big.
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>> I remember at the time everybody knew
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this campaign. I mean really everybody.
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It was so wellnown cuz you were in the
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right place at the right time with a
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crazy silly idea in my
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>> opinion.
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>> But it matches this and this is what you
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mean by gorilla marketing versus right.
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>> You know I think that all too often like
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we just don't realize that if we don't
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have a story just create one
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>> and I think that that's
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>> no but but that is what marketing is
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right like it's imagination. it meets
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reality and like you get people to
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believe something or they want to
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believe something
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>> and I think like you know for Saravee at
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the time with the Super Bowl it was like
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well how do we create a story
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>> that actually owns the Super Bowl before
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the Super Bowl even starts
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>> you know and I think it was like what's
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the story we can tell
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>> um and one of the ideas was all right
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well you know we want to
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>> we want to say that
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>> when you say as she hears it she's like
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wow So I mean I guess like principally
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speaking Michael Sarah saying that he
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developed Saravee which was Sarah
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actually developed with dermatologists
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obviously
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>> which he clearly didn't develop
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>> which right clearly didn't develop it I
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suppose like plays on this fictitious
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storytelling right
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>> um but it's immersive and people you
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know and like we love being told stories
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like it doesn't change
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>> so it was like all right well how do we
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bring people into a bigger story
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>> but I think what really worked which is
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the same thing with this madeup
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billionaire you know idea is that it
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wasn't It wasn't like you were fooling
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people. People knew that Michael Sierra
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did not invent.
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>> It was incredible.
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>> I mean, but that's the beauty of it.
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It's such a good story, you know, and I
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think that's kind of the gorilla aspect
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of it like that. Maybe that's what you
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mean by developing this at L'Oreal now.
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>> Yeah. No, totally. I mean, I think it's,
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you know, it's really at the heart it's
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like disruptive storytelling where
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you're like, I want to pay attention to
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that. I'm curious. I'm intrigued. I want
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to follow along,
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>> you know, and I think at the heart
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that's that's truly the goal because
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we're like in this attention economy.
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Yeah.
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>> So, how do we get attention, right?
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>> And then you're not going to get
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attention just like doing what everyone
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else does. That's correct.
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>> Stuff you got to say. I mean, Michael
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Sarah, I remember at the time like he
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wasn't a social media star.
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>> He doesn't even have social media. Wait,
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wait. He doesn't he doesn't even have
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social media. Okay.
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>> Such a ludicrous choice. And the only
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reason was Sarah V. Michael. But you
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know, but the amazing part about that is
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is it's a great lesson because him not
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having social media was like, "Okay, we
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need to build a story around him and get
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people to talk about it around him."
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Whereas I think a lot of brands when
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they have like a big spokesperson, they
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go, "All right, our spokesperson's going
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to post." Yeah.
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>> And it's like, okay. And sometimes they
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stop there where it's like, "Our
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spokesperson can't post
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>> because he doesn't have social media. He
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doesn't have a smartphone, you know. Um,
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so
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>> on the internet, you know,
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>> and he didn't invent the product.
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>> And he didn't invent the product.
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>> He didn't invent the product.
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>> What I loved about that story though was
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part of the reason Sarave is a great
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brand and it's part of your positioning
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is because it was invented by the right
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people, dermatologists, not Michael
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Sarah.
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>> Exactly.
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>> I mean, and that's why this crazy story,
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>> it was crazy like a fox, but I don't
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know how much was deliberate or lucky or
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whatever, but it was crazy.
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>> Super deliberate. Super del.
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>> Yeah. And I think I think a big a big
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point here.
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>> I think a big point here is is the idea
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that because what we're talking about
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here is not creating a gimmick. That's
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something else. We're talking about
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>> we're talking about deep deep thought,
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you know? So the more you actually pull
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back like the messaging just keeps
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getting deeper and better. I mean that
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was what was so good about this
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campaign. And then like you said
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creativity or whatever you said
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craziness I forget exacts
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big budget when you get to Super Bowl.
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That's big budget. Now you take this
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idea and you scale it.
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>> Once you become bigger and you have a
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budget, it's easy to rely on the budget.
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It makes total sense. Like we all we're
00:14:23
all here every day. You start making a
00:14:24
few dollars and you're like, "Oh, okay.
00:14:25
I forgot that maybe what five bucks
00:14:28
feels like when that's all I have."
00:14:29
>> Um, so I think it's like a good reminder
00:14:31
of how do you take $100,000 and make it
00:14:34
feel like $5 million. I love that,
00:14:36
>> you know? And I think like that's like a
00:14:37
huge thing that I don't think uh, you
00:14:40
know, we think about often enough. So, I
00:14:42
don't know if you have ever heard of
00:14:43
Juicy Tubes.
00:14:44
>> Oh, yeah. Oh, yeah.
00:14:46
>> Wait a minute. Lip gloss.
00:14:49
>> Juicy tubes. Where's this going?
00:14:51
>> Not what you think.
00:14:52
>> So, it is a lip gloss. But that's cool.
00:14:55
But but here's the thing.
00:14:57
>> Oh, well, I was going to say, so the
00:14:59
reality is if you've heard of it, it
00:15:01
might be because maybe you've kissed a
00:15:03
lot of people that have had Juicy Tubes
00:15:04
and you're like, that's a better kiss.
00:15:07
>> Oh, well, wait, hold on. So, I mean, so
00:15:09
right now, you know, I'm just saying
00:15:10
like it's kind of like there's a stud
00:15:12
vibe. I studi
00:15:14
I don't know about I'm too busy in Bible
00:15:16
study studying. I don't know about all
00:15:19
this kissing people. I don't know. I'm
00:15:20
just But um Totally. Yeah. Yeah. No, I I
00:15:22
get you. I get you. It was It was a
00:15:24
vibe.
00:15:25
>> It's a vibe.
00:15:25
>> It's a vibe.
00:15:26
>> Yes. Thousand%. So, this was really
00:15:28
really popular in the 2000s. Yeah.
00:15:30
>> So, the ask was like, "How do we make it
00:15:32
cool again?"
00:15:32
>> Yeah.
00:15:33
>> Right.
00:15:34
So the thinking was we so obviously
00:15:36
there's the nostalgia and it would be
00:15:38
easy just to pick some people who were
00:15:40
really popular back then. Yeah.
00:15:41
>> But we were thinking okay like let's
00:15:43
pick some popular people at the same
00:15:44
time let's change the narrative right
00:15:46
like from a guy's perspective maybe you
00:15:49
know Ed Westwick Chuck Bass from Gossip
00:15:51
Girl. Maybe he remembers all those kiss
00:15:54
scenes because he remembers like
00:15:56
everyone putting on juicy tubes. Yeah.
00:15:58
>> Putting on like that lip gloss and the
00:16:00
flavor and the taste, you know, and the
00:16:02
stickiness. like that's what you know
00:16:03
what he remembers right
00:16:05
>> and yeah in fact him yeah he remembered
00:16:08
and it got crazy engagement right like
00:16:11
super mega millions of like organic
00:16:13
views I mean there was a lot of layers
00:16:16
and a lot of different um you know
00:16:17
celebrities who took part but you know
00:16:19
like nostalgic celebrities like him and
00:16:21
also just not what you'd expect
00:16:23
>> so I also think that's part of it it's
00:16:25
the unexpected
00:16:26
>> the unexpected but now here's something
00:16:27
I'm going to throw out there Barbara
00:16:28
because we've been talking about you
00:16:30
know when this goes wrong the Cracker
00:16:31
Barrel example
00:16:32
when there's when there's legacy and you
00:16:34
try to move it forward and you fail
00:16:36
fast.
00:16:37
>> So So I love the idea like how what's
00:16:40
the decision?
00:16:40
>> I mean I think the Cracker Barrel story
00:16:42
is the exact opposite of what he's
00:16:44
talking about.
00:16:45
>> But I appreciate that.
00:16:46
>> The intent was the same. The intent was
00:16:47
to say hey we need to talk we need to
00:16:49
bring this forward. We need to we need
00:16:51
to modernize this and maybe down the
00:16:53
authentic storytelling. What I like when
00:16:56
you look at him when he tells these
00:16:57
stories you could see he's getting in
00:16:59
these people's heads you know it's like
00:17:01
and that's It's not like, and I think
00:17:03
this is where disruptive marketing,
00:17:05
right, there's a fine line, right, of
00:17:07
just like throwing a brick through a
00:17:08
window and being like, I'm disruptive.
00:17:10
And it's like, okay, well, now you're
00:17:12
getting arrested, you know? So, that's a
00:17:14
little too far. So, but like, so there's
00:17:17
a fine line between like being just
00:17:18
disruptive for disruptive sake and
00:17:20
having true intention and storytelling
00:17:22
and purpose behind it. And this is
00:17:24
really like, you know, what we're trying
00:17:26
to do.
00:17:26
>> Wow. That's incredible. One of the
00:17:28
things we talked about at lunch with you
00:17:30
because we went to lunch before was like
00:17:32
it was a great lunch was that part of
00:17:34
what you like I think at L'Oreal or what
00:17:36
people said at lunch was that you've got
00:17:38
this entrepreneurial culture there and I
00:17:41
think that's part of what you're saying
00:17:42
too. How can I but you're a really big
00:17:44
company you know you have all these
00:17:46
brands all this stuff how do you allow
00:17:49
this kind of
00:17:50
>> entrepreneurial creativity to flourish
00:17:52
and not get crushed by uh corporate
00:17:55
goals and
00:17:56
>> you know honestly like the super seniors
00:17:59
they really believe in this like
00:18:01
creativity they really really do like
00:18:03
they're brand marketers at at heart
00:18:05
there's a saying that's like uh sees
00:18:07
what has started
00:18:08
>> um and like the French culture and like
00:18:10
the entrepreneurial way of how L'Oreal
00:18:12
started and where we are today.
00:18:14
>> I mean like when it comes from the top
00:18:16
that this is what's expected then it
00:18:18
really you know this is the culture
00:18:20
we're in. We need to be disruptive.
00:18:22
>> Yeah.
00:18:22
>> Um
00:18:23
>> and that's you know why this is all
00:18:25
transpiring.
00:18:26
>> But one of the ways is to connect with
00:18:27
young aspiring creatives to offer their
00:18:31
ideas in some sort of and bring them
00:18:33
into the fray if you will and to think
00:18:36
about creating a collective community
00:18:38
and environment where people can offer
00:18:40
up their ideas maybe in teams.
00:18:42
>> Yes. and to potentially
00:18:43
>> kind of like an incubator but but on a
00:18:46
super scale creative level.
00:18:47
>> So So we're talking about brands.
00:18:49
>> Brand
00:18:50
ladies and gentlemen, we were talking
00:18:52
about brands. Adam, can you can we
00:18:54
>> that was you teed that up? I mean I
00:18:56
everyone was just like they were like
00:18:58
drooling like what is this thing? You
00:19:00
know
00:19:02
>> how do they do it? How do they get
00:19:04
entrepreneurial creativity
00:19:08
>> at scale at L'Oreal?
00:19:10
>> Yeah. And really so it's all tell people
00:19:13
what it is.
00:19:13
>> Let's talk about the global competition.
00:19:15
Yes. So global competition
00:19:16
>> judge status.
00:19:17
>> Well, but I it's all intertwined.
00:19:19
>> It's all connected. Yes, it is.
00:19:20
>> Because basically these teams are
00:19:22
pitching ideas, right? To change the
00:19:24
future of a category. Yes.
00:19:26
>> Do they get do they get a a a sentence
00:19:29
to start with and then do they have to
00:19:31
do it for a particular brand or how does
00:19:32
that
00:19:33
>> So they'll get a sentence to to circle,
00:19:36
you know, to that they'll message
00:19:37
around. But yes, but so there will be
00:19:39
something like a category that the
00:19:41
intent will be
00:19:43
>> you and your team change it whether
00:19:45
that's you know
00:19:47
>> a new product or a crazy campaign.
00:19:50
>> That's that the kind of take the brand
00:19:52
by storm. Is that the
00:19:53
>> disrupt it?
00:19:55
>> Take the brand wait a second.
00:19:57
>> Hold on Barbara you don't work in
00:19:59
marketing.
00:20:00
>> I'm telling you she's a guru.
00:20:02
>> She is a Jedi. This is mind tricks over
00:20:04
here. It's a brand that stor this is
00:20:07
phenomenal and it's brand
00:20:08
>> but that is the idea right% but but you
00:20:10
can feel like this is the
00:20:12
entrepreneurial culture got
00:20:13
>> right like going okay like anybody
00:20:15
doesn't matter who you are you know any
00:20:17
age I mean obviously to a point um and
00:20:20
you know like we want to hear amazing
00:20:22
ideas and we want to make them happen
00:20:24
>> correct
00:20:25
>> and that's there's something special
00:20:26
about that
00:20:27
>> so there's a there's a national
00:20:28
competition of teams teams of three
00:20:31
>> all college students
00:20:32
>> all all college students give me the age
00:20:34
range
00:20:35
18 to 30.
00:20:36
>> Yeah, because and I do know this because
00:20:38
you were saying if you use some of our
00:20:39
products, maybe you can look a little
00:20:41
younger and you and you were going to
00:20:43
try to pretend like you were doing I
00:20:46
nearly I almost forgot that this was the
00:20:47
whole joke to you're not passing.
00:20:50
>> Listen, okay, that's fine. I I'm going
00:20:52
to coach at least one of the teams,
00:20:53
maybe five.
00:20:54
>> Yeah, I know. One I'd be a little
00:20:56
disappointed. I'm just saying I expect
00:20:59
to see you.
00:21:00
>> Exactly. Undergrad teams 18 to 30. the
00:21:03
the official competition or the proposal
00:21:05
starts November 3rd, I believe. Okay.
00:21:07
Yes, perfect. And so as me as many how
00:21:10
many applications, a ton of people try
00:21:11
for this. This is a big deal.
00:21:12
>> Thousands and thousands. It's a big
00:21:13
deal.
00:21:14
>> Thousands and thousands. This is the
00:21:15
number one youth innovation event in the
00:21:17
world. Okay. It's been going on for how
00:21:19
much? 30 years, something like that.
00:21:23
>> Adam's like, "Yeah, at least 30."
00:21:25
>> No, I mean, I'm not going to give I'm
00:21:27
not going to give some
00:21:28
>> It's like my point. I mean, no, it's
00:21:29
it's I mean, I was a judge actually a
00:21:31
few years ago. So, I mean,
00:21:32
>> let me ask you, you're a judge, so how
00:21:34
do you win? What What are you looking
00:21:35
for?
00:21:35
>> Amazing.
00:21:36
>> Amazing.
00:21:37
>> By the way, storm.
00:21:40
>> Say it again, sir.
00:21:41
>> Storm. L'Oreal.
00:21:45
>> Storm.
00:21:47
That's the official sort of the portal
00:21:49
to put your teams and to Okay.
00:21:51
>> November four is come up with something
00:21:54
to change your brand. Amazing. And the
00:21:56
criteria be amazing.
00:21:59
>> Okay, we have we haven't edited, ladies
00:22:00
and gentlemen.
00:22:01
>> Brand
00:22:07
just for the record, I read the
00:22:08
underline.
00:22:12
>> You have broken through the fourth wall.
00:22:14
Get out of here.
00:22:15
>> So, for the record, for the
00:22:17
>> I I knew it sounded wrong, but literally
00:22:19
it says underline storm. And I'm like,
00:22:23
you know what? Like, I'm just kind of
00:22:24
peeking here. That's funny. It's like,
00:22:27
okay, it's one of these.
00:22:28
>> I think I think we can leave it in.
00:22:30
>> Okay,
00:22:30
>> but like and I think everyone will
00:22:31
appreciate
00:22:32
>> the correction right now. Tell us that
00:22:34
>> it is. Okay, let me say this one more
00:22:36
time.
00:22:37
>> Creative way to get people to pay
00:22:38
attention.
00:22:39
>> That's right. Say it wrong first.
00:22:41
>> Wait, wait, wait. We need to buy storm.
00:22:44
And also forward it. So for anyone who's
00:22:47
listening and then stop listening, but
00:22:48
maybe he's listening again.
00:22:50
>> Okay.
00:22:51
>> Right. Because this is there was an
00:22:52
underlying gorilla marketing. Also, I
00:22:54
guess I'm just an idiot for not being
00:22:56
able to remember brands.
00:22:59
I mean, jeez.
00:23:00
>> Yes.
00:23:00
>> You know,
00:23:01
>> brandstorm.
00:23:03
November.
00:23:03
>> You would think one can remember 18. You
00:23:06
guys make me nervous. We're sorry. This
00:23:08
is exciting. You know, we're going to
00:23:09
we're going to put together teams at
00:23:10
Penn and other schools, lots of schools.
00:23:12
There's a competition that happens
00:23:13
nationally and then the winner of the
00:23:15
national competition goes on to the
00:23:17
global compet which is in
00:23:19
>> which is in Patty
00:23:21
>> Paris. Yeah. As we don't say as
00:23:25
>> I've learned this
00:23:26
>> is that good? Is my French good?
00:23:27
>> I feel like you're really good at this.
00:23:29
>> I'm telling you. I'm trying.
00:23:30
>> The way you said L'Oreal before. Can you
00:23:31
Can you do it for
00:23:32
>> only for my fans?
00:23:33
>> Yeah. Yeah. Yeah.
00:23:36
>> When the way you say it, you know.
00:23:38
>> I mean, it's pretty good. Pretty good.
00:23:40
>> It's good. No.
00:23:40
>> And that's all that's pretty much all
00:23:42
the guidance you give them. Just like
00:23:44
>> Yeah. Oh, let it be free.
00:23:45
>> Oh, this is a open brief.
00:23:46
>> Open brief.
00:23:47
>> This isn't we're this is an
00:23:48
entrepreneurial thing. We're not looking
00:23:49
to be like here.
00:23:50
>> Yep. Got it wrong again.
00:23:52
>> Oh dear. What's this?
00:23:54
>> Oh dear.
00:23:57
>> We're getting all kinds of help here,
00:23:59
ladies. I know in that room.
00:24:01
>> No, I know. Wow.
00:24:03
>> Ladies and gentlemen, we have a we have
00:24:04
a a current and event update.
00:24:08
>> The news is breaking at this show. We
00:24:10
break the news like in real time. And
00:24:13
>> so obviously it hasn't been up on the
00:24:14
website yet. Um and I think it's being
00:24:17
plugged into the website while we speak,
00:24:18
which is why I'm getting these papers.
00:24:22
But this is what gorilla marketing is,
00:24:24
>> right? What we're looking for. Now, I'm
00:24:26
going to tell you for real, okay?
00:24:28
Because I knew the whole time. I just
00:24:29
wanted to see if you were paying
00:24:30
attention because,
00:24:31
>> you know, everyone I wanted to see if
00:24:32
actually my the team was paying
00:24:34
attention.
00:24:35
>> It's a good They are. They are.
00:24:36
>> We're looking for scalability,
00:24:38
>> scalability,
00:24:39
>> feasibility,
00:24:40
>> feasibility,
00:24:41
>> sustainability, sustainable,
00:24:43
>> innovative,
00:24:44
>> innovative.
00:24:44
>> Ah, so those are the guidelines you
00:24:46
refused to give us before,
00:24:47
>> which I think also means amazing. Yeah,
00:24:49
I think I mean you know I I suppose in
00:24:51
my mind amazing was that
00:24:52
>> those four things he was amazing that's
00:24:55
interesting
00:24:55
>> but I mean those aren't that limiting so
00:24:58
like
00:24:58
>> yeah I I think I could have gotten away
00:25:00
with
00:25:00
>> with amazing
00:25:02
>> you know like you know like I don't know
00:25:04
how I feel about
00:25:05
>> but but here on the marketing matters
00:25:07
program we are into the details so we we
00:25:09
will give the details so
00:25:10
>> this it is important it is important
00:25:12
>> this is awesome this is going to be an
00:25:13
incredible event
00:25:14
>> so it's brandtorm
00:25:15
>> brandstorm
00:25:16
>> la' laurel.com
00:25:17
>> yep and And as a matter of fact, there's
00:25:19
an event tonight, right, with with Adam
00:25:21
will be speaking to the students here at
00:25:23
Penn.
00:25:24
>> Okay. Can you tell us some of your
00:25:25
brands?
00:25:25
>> Yeah. Talk talk us through cuz you are
00:25:28
running the whole thing.
00:25:29
>> We're running out of time, but tell us
00:25:31
some of the US brands because people may
00:25:33
not know the brands that L'Oreal owns
00:25:35
cuz you're a house of brands. You're not
00:25:37
>> Yeah. No. So, I'm just going to tell
00:25:38
you. I mean, we have
00:25:40
>> 38 brands. I actually think we just
00:25:42
acquired some. So, we
00:25:44
>> might be 39. I mean like it's this
00:25:45
number grows um from we have Maybelline
00:25:49
Kes Lancome Caravee obviously Skin
00:25:54
Sudicles Lar Ro Pose um let's see Ralph
00:25:57
Lauren Fragrance
00:25:59
>> there's so many hold on
00:26:02
Urban Decay Urban Decay yeah it
00:26:04
Cosmetics I'm I'm just kind of going
00:26:06
through this is nice
00:26:07
>> I said Essie
00:26:08
>> oh you said it sorry
00:26:09
>> but I mean but that's solid that you
00:26:10
said it again everybody will remember a
00:26:14
very Cool brand.
00:26:15
>> This guy such
00:26:16
>> But what's cool about these brands is
00:26:17
they're all so different. They have such
00:26:19
identity
00:26:21
and they have such legacy.
00:26:22
>> Legacy. I mean, speaking of legacy, so
00:26:24
for Maybelline, right, that maybe it's
00:26:26
Maybelline Jingle, we actually just
00:26:28
brought it back
00:26:29
>> with Yeah. with Miley Cyrus where she
00:26:31
actually included it in a in a song.
00:26:34
>> And then the ask now to like people, you
00:26:37
know, is make a make some content. Make
00:26:40
and just do maybe it's Maybelline. Make
00:26:41
it make it yours. May make the jingle
00:26:43
yours and you can enter to win to be uh
00:26:46
in a commercial. I can't say which
00:26:47
commercial because apparently like we're
00:26:50
not allowed to say that.
00:26:51
>> Wow.
00:26:51
>> But it's a legit one next year.
00:26:53
>> Wow.
00:26:54
>> Yeah.
00:26:54
>> Okay.
00:26:55
>> Like super legit.
00:26:56
>> And how what do I need to do to get my
00:26:57
entry to the top of the
00:26:59
>> All you need to do is just maybe it's
00:27:01
Maybelline and and like just like that
00:27:04
like we do it together. I just I I may
00:27:07
disqualify you though,
00:27:08
>> you know. So maybe don't do it with me
00:27:10
and then you just need to like hold the
00:27:11
product up, you know, show us some love.
00:27:13
I feel like you have nice eyelashes. So
00:27:15
maybe maybe you are using this new
00:27:16
bubble thing because, you know, I think
00:27:18
it's gone viral.
00:27:20
>> Legitimately Well, I'm very excited
00:27:21
because my skin regimen is going to
00:27:23
absolutely go to next level thanks to
00:27:24
Adam and his colleagues. I'm saying that
00:27:26
right. Next level big time.
00:27:28
>> Yeah% 100%. This is great. I love the
00:27:30
idea of inviting the community in. Yes.
00:27:32
to co-create because that going back to
00:27:34
the Barbara's point about
00:27:35
entrepreneurship and imagination and all
00:27:38
of these amazing things, happy accidents
00:27:40
occur because you're bringing in people
00:27:42
with and you're you're basically
00:27:43
outsourcing the creative talent which is
00:27:45
genius to do.
00:27:46
>> And what I think is also just talking to
00:27:48
you for a half an hour or however long
00:27:49
we've been here, it sounds like such an
00:27:52
amazing place to work.
00:27:53
>> I mean because it sounds like
00:27:55
creativity, fun, this kind of stuff.
00:27:57
That's what it's about and that's what
00:27:59
beauty and these products should be
00:28:01
about. I mean, the brand building, the
00:28:03
product innovation, you know, it it
00:28:05
really is amazing. And I mean,
00:28:07
personally, I love the French culture. I
00:28:09
didn't realize, but I guess as a
00:28:10
philosophy guy, it makes so much sense.
00:28:13
>> See how we did that?
00:28:15
>> Well, no, but I mean like the but the
00:28:16
reality is like the French culture with
00:28:18
like the productive debating, right? So,
00:28:21
taking a cool idea, a clever idea, and
00:28:23
like, you know, really putting it
00:28:24
through the ringer. The same way if
00:28:25
you're an entrepreneur, right? It's
00:28:27
like, well, you're you're telling a lot
00:28:29
of people about this idea and you're
00:28:30
trying to filter, you know, like, what
00:28:32
do I do? What what advice do I really
00:28:33
take cuz that person didn't really know
00:28:35
what they were talking about,
00:28:36
>> right? Right. Right. Pressure test.
00:28:38
>> You pressure test it. Yeah. And it's
00:28:40
amazing to go back and forth.
00:28:41
>> And we're in an attention economy and
00:28:43
now people care about all these brands.
00:28:45
This is
00:28:45
>> it's beautiful.
00:28:47
>> And if you want to be a part of a storm
00:28:48
>> storm,
00:28:49
>> right?
00:28:50
>> It's brand stom.
00:28:52
>> So that's where I was going right now. I
00:28:54
was going to thank you for joining us
00:28:55
and asking you to remind our listeners
00:28:57
once more where they should go to keep
00:29:00
up with all of this great stuff you're
00:29:02
talking about.
00:29:02
>> Yes. Brandstorm.
00:29:07
Nice.
00:29:07
>> That's where you go. That's where you
00:29:09
sign up.
00:29:09
>> Very, very cool.
00:29:10
>> Yeah.
00:29:10
>> And where do I sign up to be your
00:29:12
personal intern? So,
00:29:14
>> get the party.
00:29:16
>> We We can chat about that. Yeah. Yeah.
00:29:18
Yeah.
00:29:18
>> We'll do that offline. This is exciting.
00:29:21
>> Well, this is awesome.
00:29:21
>> Well, thanks again. That's all we have
00:29:23
time for today. We'd like to thank our
00:29:24
producers, Erin Tran and Marissa Rena.
00:29:27
Thank you all for listening today. We'll
00:29:28
be back next week. Till then, this has
00:29:30
been Marketing Matters on the Wharton
00:29:33
Podcast Network. I'm Barbara Khan here
00:29:35
with America's Reed.
00:29:37
[Music]
