Brand Moves We Love - July Edition

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Our Thoughts
  • by SEEK Staff

Nowadays, it takes a lot for brands to truly connect with their consumers and form a strong relationship. The marketspace requires brands to tell a story, be “authentic,” make an impact on the world and/or take a stand for something they believe in. This requires companies to not only take a big risk, but also invest a lump some of money -- and that can be intimidating. We often work on initiatives that never see the light of day because it’s so much easier to stick to the status quo than take a risk. We get it. So when a brand makes serious moves, we sit up and take notice.

Since this past February, we’ve been sharing some of our team’s favorite brand moves with you - bringing to light the disruptive moves being made and offering up an opportunity for you to add to the conversation. Here’s what captured our team’s attention the past two months and what may just capture yours, too:

Brand: Liquid Death 

Move they made: 

  • Premium water seems to be all the rage these days, whether it be flavored, sparkling, vitamin-enriched - you name it. But the latest type of water that’s making a splash in the industry? Good ole’ fashioned H2o. 
  • An ex-director of Netflix series’ campaigns (think House of Cards & Stranger Things) coupled his TV entertainment expertise with his background as an ex-punk musician. He used his past to inspire his canned water brand, which targets the cutting-edge, tech crowd. Words like “murder” and “decapitate” are in abundance on their webise in an attempt to show what Liquid Death will do to your thirst. 
  • CEO Mike Cessario commented, "When we first started, we wondered why is it that products and [consumer packaged goods] products have to play by these 1950s bland and boring rules, while other sources of entertainment can play by much more fun rules,"

Why we love it: 

  • “I saw an article on this and shared it with a few people in the office and everyone immediately was like, "We have to get some!" and "How can we order it." I've never seen such interest over water in my life.  That kind of told me that the branding was doing something unique with H2O!” - Dave Sander, Studio Producer

Brand: Unilever

Move they made: 

  • Unilever is making the impossible, possible. They figured out a way to recycle black plastic, which is unseen by the electronic ‘eye,’ making it hard to detect the black pigment in plastic. Who knew? According to Unilever, this technology means that an additional 2,500 tonnes of plastic bottles could now potentially be sorted and sent for recycling each year in the UK alone. That’s equivalent to the weight of over 1,200 family-sized cars or 200 London buses. Whether or not they aligned on this business objective to drive sales or not, this moves helps both the planet and build the brand’s equity. 

Why we love it: 

  • “Love this smart move. I had no idea about companies not being able to recycle black plastic until now. Many kudos to Unilever for focusing on something outside of business objectives & sales dollars. Smart move by them.” - Keanan Barbour-March, Senior Account Strategist

Brand: Burger King

Move they made: 

  • Billions served - and by that we mean swerved. Burger King did the unthinkable, introducing the Whopper Detour campaign with whoppers costing only a penny for the stretch of the campaign. The catch? Customers were asked to download the Burger King app and go to McDonalds - one of the chain’s top competitors. By using geo-fencing technology, Burger King rewarded customers with the app that were within 600ft of a McDonalds with a coupon for 1cent whoppers. While the concept is definitely out of the ordinary - and maybe a little evil - the campaign sparked the chain’s highest foot traffic in 4.5 years. In addition, the Burger King app climbed from a meager #686 ranking in the App Store to #1 free app in just 48 hours. Consider this brand move McSwerved. 

Why we love it: 

  • “I love a couple of things in particular about this one: For one, the way they talk about big ideas: “The big idea is where our industry should focus. We used the art of creativity to get people’s attention, build brand love and build our business today and tomorrow in scale.” Secondly, the ROI on this work is impressive. I often see flattering pieces written about campaigns, but they don’t always share results data. I enjoyed seeing this both as a consumer AND through the eyes of a market research team.” - Courtney PeGan-Stevens, Senior Vice President - Operations

Brand: The Crayon Initiative 

Move they made: 

  • Eco-friendly brand moves aren’t uncommon - but The Crayon Initiative’s approach to limiting landfill waste is. They collect crayons from restaurants, homes across the country and everywhere in between. From there, they melt them down and reproduce new crayons for reuse. The solution seems simple, but this act help keeps the more than a half-million pounds of crayons are discarded every year out of landfills. 

Why we love it: 

  • “I really love this brand because they are recycling and reusing a product. But instead of a cash grab - they turned it into a charity.They are saving the environment AND helping the less fortunate.” - Zak Renzetti-Voit, Director of Client Engagement

We know there are more brand moves to love and we'd like to hear from you. What have you noticed? What are you loving? Join our discussion on LinkedIn.