The launch lowdown: immersive cinema, idyllic getaways and the power of the breast pump

But that’d be wrong. See below for some of last month’s most noteworthy launches, all devoid of festive fun. Every. Single. One.

EasyJet’s new mission is, er, hard

In a bid to shake off the budget airline tag, easyJet launched its 'Imagine' marketing campaign last month. And that’s far from an easy task – the company is basically a bright orange bargain, its various offshoots – hotels, coffee, probably clothes soon… – all synonymous with value. With a media budget of €12m, this was less a rebrand and more a feckless middle finger to competitors.

The campaign, which spanned TV, print and digital, was a sucker punch right in the feels department, taking viewers on a journey through the clouds, to destinations untravelled. While Imagine doesn’t do much to shift the brand’s position beyond its self-contained paradise of an ad, it was the perfect launchpad for something else: the Look&Book section in easyJet’s app, allowing flyers to hunt out travel routes and prices on Instagram via image recognition.

Look&Book is an industry-first, and backed by Imagine’s gorgeous cinematography, it does paint easyJet a rung higher than, say, Jet2, Ryanair or Wizz Air. But with a big Brexit-shaped question-mark looming, can it hope to compete with the upper tier?

Although Imagine gave an emotional nod to where the brand sees itself, the actual assets remain basically unchanged – it’s nothing like the scale of, say, Burberry’s rebrand in August. So while easyJet claims it’s changed, and the Look&Book feature is a truly innovative addition, the fundamental brand proposition doesn’t seem to have shifted all that much. And that might be a problem.

Pump up the volume… pump down the volume

Despite my tenuous-at-best MAARS reference, Elvie’s latest launch is as cutting-edge as can be. The tech startup has, until recently, been known for its pelvic floor trainer – an important item when it comes to women’s health, but not something you can publicly debut unless you want to go to prison.

Valeria Garcia went down the catwalk sporting Elvie’s brand new breast pump. And it didn’t look like a life-support machine or an Optimus Prime costume. It was classy. The pump, cord-free and allegedly silent, fit perfectly on the model, who gave birth to her second child in June this year.

This was a brilliant stunt, but it was more than just an ‘Ooh, look how edgy we are’ affair. It was genuinely taboo-smashing. In an age when public breastfeeding is still frowned upon, the act of breast-pumping doesn’t exactly get a universal thumbs-up. Elvie’s collaborative launch with Garcia was a statement. If she can do it on the catwalk, then why can’t everyone else do it where they please?

Imax does a thing, the world turns

Remember when they used to run rope by your ankles in the cinema? You’d be watching Pirates of the Caribbean: Jack Sparrow’s pension plan and they’d try and make you think the rope was rats.

Immersive experience has long since moved on, but it seems like Imax hasn’t – it recently announced the launch of its own AV certification programme for home theatre setups, so film buffs get the seal of approval before spending way too much money on a pair of speakers. No massive launch, no shiny unveiling. Given that 61% of UK consumers are unaware of any new launches over the last 12 months, it’s integral that the launch actually appears as something new: something that properly investing in launch marketing can help distinguish, especially against big-name competitors.

And that’s why the launch of Imax Enhanced – ooh, fancy – fell a little flat. Dolby already does the same thing, and if someone’s willing to shell out for top-notch home cinema equipment, they’re probably going to do a bit of research beforehand. In 2018, the majority of entertainment critics are deemed pretty much useless - is anyone going to care what IMAX has to say? If it’s good, people will buy it regardless. Especially seeing as IMAX is leading the market in other areas - it recently launched a game-changing laser cinema experience in China - this just seems a little perfunctory.

Netflix takes to the high seas, definitely not smuggling anything

To celebrate the launch of Narcos’ fourth series, Netflix went large, sponsoring sailor Sam Goodchild for the 11th Route du Rhum: a world-famous, transatlantic single-handed yacht race.

It’s just… cool. Following in the footsteps of the massive Alex Thomson/Hugo Boss partnership that’s been around for over a decade, the large-scale filming made for easily digestible, visually stunning footage that’ll appeal to more people than just sailors.

Seeing as the race and series both kick off in November, it’s the perfect pairing – all the sweeter when you discover that Sam was dangerously close to pulling out of Route du Rhum for lack of a sponsor, Netflix swooping in at the last minute.

It’s lavish and overblown. And that’s Narcos to a T.

So if you work hard enough, if you wish hard enough, if you dream hard enough, then Netflix might arrive at the eleventh hour for you, too.

Probably won’t, though.

Alexis Eyre is head of marketing at launch specialist agency Five by Five