Three times brands nailed their growth strategy by echoing their brand image through storytelling.
While marketing campaigns require strategy and curated planning, trends usually pick up when the brands narrate an authentic story that captures emotions, making it go “viral”. With more and more brands hopping on marketing trends, these three brands used their brand image to become leaders in their domain.
The Ordinary Eggs
During the last week of March, the US faced an egg shortage as a result of price inflation. Amidst this, the Canadian skincare brand The Ordinary took this as an opportunity to sell egg cartons. Yes, you read that right!
The strategy? As a brand known for its affordability, the pricing mirrored this in their “ordinarily priced” egg cartons. The Ordinary carried their signature minimalist aesthetic in the packaging. The brand used its pricing and packaging and creatively emerged into a conversation outside of its realm of consumers.
The result? This clever tactic engaged in the woes of egg scarcity by coming up with a solution leveraging the brand image that created social buzz. In addition to becoming a part of the cultural conversation, they further reinforced the brand image of providing simple solutions whilst becoming a viral moment.
Poppi Rebrand
The first quarter of this year saw another major masterclass in branding when this gut-healthy drink, Poppi. The brand went from a Shark Tank startup to become a leader in the beverage industry with a $2B turnover. Same product, a brand makeover; and the rest is history!
The strategy? The Dallas-based product “Mother Beverage” was sold in farmers’ markets in clear bottles and targeted towards older consumers. This has been a saturated market with a generation already immersed in wellness. Taking into consideration the suggestion of their Shark Tank investor, they went through a complete rebrand. They rebranded to bright, bold colours and renamed “poppi” with a clean, modern logo with supermarkets lining up the product. Coupling this with their marketing on TikTok using influencers to tap into the chronically online generations.
The result? With a fresh rebrand and clever marketing, the sales took off. The colourful cans visually reinforced the flavour of the product through sensory marketing. Essentially, it showcased the evolution of the brand image from the sleek, nostalgic branding that catered to older audiences to a new demographic. By redefining its identity and tapping into a wider market, the concept of gut health was turned into something fun and inviting with a turnover of $2B.
M&S’ Minimal Packaging
With ultra-processed foods lining supermarket shelves, there has been an increase in the awareness of eating “clean” and making intentional changes. In keeping up with the consumer’s needs, M&S decided to switch to minimalist branding that conveys the authenticity of their breakfast cereals. This strategy created ripples in the market, proving that less is more when it comes to design.
The strategy? By cutting down clutter, M&S highlighted the ingredient of their corn flakes as “Only 1 Ingredient”. This meant no additives, gums, or harmful stabilisers and chemicals. With more and more consumers reading the ingredients list before making purchases, this design was eye-catching whilst promoting transparency in the breakfast aisle.
The result? This created a social media buzz with the brand receiving a flurry of positive responses. The branding reflected M&S’ minimalist brand image and nods to consumer needs at the core. Everyone from shoppers to nutritionists appreciated the direction M&S is leading. Will more brands follow? If so, M&S will drive this major shift while continuing to grow the “only ingredients” line.
In all three campaigns, beyond all the buzz there was a deeper, underlying message that echoed the brand image. It was more than just a trending or viral moment. These were successful campaigns that were strategically achieved using the brand’s authentic story at the core.
Has any brand stood out to you recently? Give us a follow on our social for more such insights.
