This year so far has been an atypical one for most marketers. In mid-2022, we’re still coming out from under the shadow of a worldwide pandemic, and now we’re heading into a recession, which could be relatively mild, but is still likely to give many marketers pause.
At this juncture, it’s worth looking at some of the successes of 2022 that marketers may even look to for inspiration.
Overall, most car sales are down for 2022 versus 2021. One exception is the Genesis, whose sales are up 18% from May 2021 to May 2022, according to Automotive News. The 7-year-old unit of Hyundai projected a 10% rise in global sales at the beginning of this year. Genesis had a rough 2020 as sales fell 23%, but this year is opening up standalone dealerships in the U.S.
Impossible Foods is the leading player in the meat-substitutes market, which is worth around $5.5 billion and is expected to grow to $85 billion by 2030, according to USB. The company is private and usually doesn’t release its sales to the public, but reported an 85% spike in quarterly revenues in December 2021 according to IRI. The increase comes as Impossible has expanded its product line to include Impossible Chicken Nuggets, Impossible Meatballs and Impossible Pork, which has led to an expanded presence in Trader Joe’s and Costco.
As the pandemic raged on, Gillette realized that its shaving business was suffering. Against this backdrop, Gillette launched King C. Gillette, a beard-care brand. Gillette now uses a two-pronged approach to marketing to millennials: Its King C. Gillette line targets those who cultivate a scruffy look and at the same time, Gillette is marketing upscale razors under its new GilletteLabs line for those men who want to revel in the act of shaving.