What's the Story? (Culture and Glory): Branding Through Cultural Moments
Culture is a powerful force, and when you tap into it at the right moment, you can create marketing that truly resonates. But, as with anything powerful, there’s a right way and a wrong way to do it.
The Waitrose Campaign: A Cultural Win
Recently, Waitrose pulled off a brilliant marketing move by tapping into the buzz around Oasis reunion. They cleverly repurposed the band's iconic phrase, "Roll With It," to promote their bakery products. The tagline, "Roll with it, you know you want to," was used across stores and digital platforms, and it hit the right chord with their audience.
The campaign sparked a wave of positive reactions on social media. People loved the nod to British pop culture, with tweets like, "Waitrose won the internet today with their Oasis bakery promo," flooding the platform. Marketing experts praised the campaign for its subtlety and effectiveness, showing that Waitrose understood its audience and the cultural moment perfectly.
Five Times Brands Got It Right
1.Nike and Colin Kaepernick: Nike’s 2018 campaign featuring Colin Kaepernick was more than just an ad; it was a cultural statement. By aligning themselves with the social justice movement, Nike didn’t just sell shoes—they made a statement that resonated with a younger, more socially conscious audience. Despite initial backlash, the campaign led to a 31% increase in sales, proving that when done right, cultural tapping can pay off in a big way.
2. Oreo’s Super Bowl Blackout Tweet: Remember the 2013 Super Bowl blackout? While the lights were out, Oreo took to Twitter with a simple yet brilliant tweet: “You can still dunk in the dark.” The tweet went viral instantly, showing how quick thinking and cultural awareness can make a huge impact. It wasn’t just about selling cookies—it was about being part of the conversation.
3. Burger King’s Pride Whopper: In 2022, Burger King launched a special edition of its Whopper for Pride Month, featuring “two equal buns”—either two tops or two bottoms. This simple, yet clever, nod to equality and LGBTQ+ rights was widely praised. The campaign was not only a playful way to show support for the LGBTQ+ community but also aligned with Burger King’s broader brand message of inclusivity and acceptance. It was a great example of how humor, when aligned with brand values and cultural relevance, can effectively resonate with an audience.
4. Ben & Jerry’s and Social Justice: Ben & Jerry’s has long been known for aligning with social justice causes, and their campaigns often reflect this. Their “Justice ReMix’d” campaign focused on criminal justice reform and showed that the brand is more than just ice cream—it’s about standing for something. This deep connection with social causes has earned Ben & Jerry’s a loyal following.
5. Dove’s Real Beauty: Dove’s “Real Beauty” campaign is a masterclass in cultural tapping that aligns perfectly with the brand’s values. Launched in 2004, this campaign challenged the narrow standards of beauty perpetuated by the media. By celebrating women of all shapes, sizes, and colors, Dove tapped into a cultural movement towards body positivity and self-acceptance. The campaign not only boosted Dove’s brand image but also sparked important conversations about beauty standards, making it one of the most successful and long-running campaigns in recent history.
When Culture Backfires
1. Pepsi’s Kendall Jenner Ad: Pepsi tried to tap into the protest culture with an ad featuring Kendall Jenner, but it missed the mark by trivializing serious social issues. The backlash was immediate, and Pepsi had to pull the ad within 24 hours. This is a textbook example of how not to engage with cultural moments. If you’re going to tap into culture, make sure you understand the nuances and the stakes.
2. Heineken’s “Lighter is Better” Ad: Heineken’s 2018 ad aimed to promote their light beer but ended up being perceived as racially insensitive. The tagline “Lighter is Better” was criticized for its implications, and the ad was quickly pulled. This incident underscores the importance of cultural sensitivity in marketing.
Getting It Right
So, how do you tap into culture the right way? First, make sure the cultural moment aligns with your brand’s identity and values. Humor can be a powerful tool, but it has to be the right fit for your brand. If you’re not naturally a “funny” brand, forcing humor can come off as inauthentic or, worse, offensive. On the other hand, campaigns that resonate deeply with cultural values—like Nike’s or Ben & Jerry’s—tend to succeed because they feel authentic and purposeful.
In the end, tapping into culture in your marketing is a high-risk, high-reward strategy. When done right, it can create deep connections with your audience and elevate your brand beyond just products and services. But it’s crucial to approach it with care, consideration, and a deep understanding of both your brand and the cultural moment you’re engaging with.