Brand Moves We Love - May Edition

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Our Thoughts
  • by Jordyn Kerr

We pay a lot of attention to what brands are doing in the marketplace. Whether or not we've been part of the work, we are always interested in those who are pushing the envelope or those we believe align with our vision of humanizing innovation for the world.

Nowadays, it takes a lot for brands to truly connect with their consumers and form a strong relationship. Brands must tell a story, be authentic, make an impact 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 sum 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.

For the past few months, we’ve asked our team members to share their favorite brand moves with you - shedding light on the disruptive moves being made and offering up a chance for you to add to the conversation. Here are the latest brand moves that are sparking our team’s interest and maybe yours, too:

Brand: LEGO

Move they made:

  • LEGO has unveiled a new project, which will give blind and visually impaired children the opportunity to learn Braille through play. The product? LEGO Braille Bricks. This concept will feature studs used for characters in the Braille alphabet in addition to printed characters for sighted people to read. And to make the toy even more inclusive and engaging, the bricks will be fully compatible with LEGO’s other products.

Why we love it:

  • “With technology and audio being heavily relied on for information and understanding by blind children, LEGO is providing a learn-through-play approach for children to learn Braille. Learning Braille is a very isolating experience for blind children, but with these Braille bricks all children, blind or not, can learn Braille. I love that LEGO is striving for inclusivity in a subtle way, without bringing attention to how a child might learn differently.” -Jordann Ndoye, Senior Account Strategist

Brand: Kraft

Move they made:

  • In honor of Mother’s Day, Kraft is helping moms across the nation get what it is they really want: some me-time. Rather than add to the saturated mothers day campaigns around flowers and cards, Kraft made a bold decision to fund babysitters so that mothers can spend the day doing what they want. From May 12 - 19, the brand gave away $100 to each mom (covering fees up to $50,000 in total) upon receipt of their babysitting expense for their #KraftMothersDayAway campaign. For those that were ready to take Kraft up on their offer, all you had to do was head to their campaign’s website and submit your receipt.

Why we love it:

  • “When I was in high school, I worked in the nursery of an athletic club. Mother’s Day was my slowest day of the year AND ALSO one of the most packed days at the gym with moms enjoying a bit of time for self-care. I believe that for those women, their gift was an hour at the gym without worrying about anyone else’s needs. That was made possible through help from a partner, family nearby, or having the means to hire a babysitter. Not every mom has that luxury. I love that Kraft is opening up an experience like this to moms with different support structures and socioeconomic levels. The message is simple, “Do you need a little time to self-care? We’ll cover the sitter. You do you.” -Courtney PeGan-Stevens, Senior Vice President - Operations

Brand: Halo Top

Move they made:

  • Eating low-cal just got sweeter. For the past few years, Halo Top has disrupted the marketplace through product innovation by unveiling an absurdly low-calorie pint of real ice cream. While this was an interesting achievement, what made it really successful was that they built their product story around a consumer desire: an ice cream so low-cal you can eat the whole pint.

Why we love it:

  • “They could have gone for a "diet" positioning, or a "healthier choice" positioning, or, god help me, another "guilt-free indulgence" positioning. But they didn't. They took a huge positioning risk by acknowledging the dark reality that adults use ice cream to cope with life. And they didn't just acknowledge it - they built their entire big-budget brand debut campaign around it. (And, to test the waters of their dark positioning, they made the single funniest brand texture spot I have ever seen). I think they absolutely nailed the "golden thread" of connecting unique product differentiator, core consumer insight, and brand story, and they moved me because they took a big creative & positioning risk to hold true to that thread.” -Justin Masterson, Senior Brand Strategist

Brand: Delta Airlines

Move they made:

  • Delta has been on a roll lately, debuting emotive ads voiced by Viola Davis. First up was Delta’s recent ad campaign “Runways” in which they challenge the traditional idea of the runway by uniting peoples’ figurative ‘runways’ all over the world. Even more recently, they released their “Close The Gap” spot which continues to nudge at the power of flight. What they’ve done in this ad is not only show how travel unites us, but how humanity itself - no matter where you are in the world - is connected.

Why we love it:

  • “Delta created this ad to remind individuals all across the globe that we are more alike than we are different, and travel is such an eminent reminder of that uniqueness we share. It's designed to celebrate culture, diversity, inclusion, and community from the eyes of a child. Maybe I've been traveling too much, but I've seen this video a ton of times, and every time, it still moves me. It draws out the paths our lives take from the very beginning -- a time our minds are at their most innocent. "When we're born, we're more alike than we are different," the ad states.  However, somewhere along the way as we grow, we so easily grow apart. We begin to see culture and language and distance as a reason we are so different. At SEEK, we identify how as humans we are born 99% genetically the same, with a 1% that strives to be different. And often through our lives, we tend to focus on that 1% so much more than the human connection we have to others.  In this ad, Delta does an extraordinary job of recognizing that we are not all that different and uses their brand as the connector between the human likeness. ‘Delta isn't flying to over 300 places just to bring us together, but to show us we were never that far apart in the first place.’” -Sarah Urmston, Research and Innovation Consultant

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.