Sharp is Promoting Its First Hazy IPA, Solar Wave, with "ChatIPA"
Laura McQuarrie — July 18, 2023 — Marketing
References: campaignlive
To promote the launch of its first hazy IPA, Solar Wave, Sharp created a short mockumentary that centers around the hot topic of AI.
ChatIPA is introduced as a smart device that recommends Solar Wave and other drinks to customers via a speaker in a pub and this artificial intelligence staff member turns out to be more annoying than helpful. One time, ChatIPA disrupts the discussion between two people on a date to list different types of IPAs. Another time, the device recommends drinks in the style of Shakespeare. Ultimately, Sharp concludes that it's best to let its beer do the talking.
Brands like Sharp are cleverly using humor to poke fun at some of the pitfalls of artificial intelligence in their marketing, demonstrating their commitment to human connection and creativity.
ChatIPA is introduced as a smart device that recommends Solar Wave and other drinks to customers via a speaker in a pub and this artificial intelligence staff member turns out to be more annoying than helpful. One time, ChatIPA disrupts the discussion between two people on a date to list different types of IPAs. Another time, the device recommends drinks in the style of Shakespeare. Ultimately, Sharp concludes that it's best to let its beer do the talking.
Brands like Sharp are cleverly using humor to poke fun at some of the pitfalls of artificial intelligence in their marketing, demonstrating their commitment to human connection and creativity.
Trend Themes
1. AI in Marketing - Opportunity for businesses to use humor and creativity to highlight the benefits and drawbacks of artificial intelligence in their marketing strategies.
2. Smart Devices in Hospitality - The potential for smart devices to enhance customer experiences in the hospitality industry by providing personalized recommendations and assistance.
3. Humorous Mockumentaries - The rise of humorous mockumentaries as an effective way for brands to engage with audiences and demonstrate their commitment to human connection.
Industry Implications
1. Beverage Industry - Innovative marketing approaches in the beverage industry, such as using AI-inspired ads, could help brands stand out and connect with consumers.
2. Technology Industry - The integration of artificial intelligence in marketing strategies opens up opportunities for technology companies to develop and refine AI-powered devices and solutions.
3. Hospitality Industry - The use of smart devices like ChatIPA in pubs and other hospitality establishments can enhance customer experiences and provide personalized recommendations.
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