Extra: the fresh start we all need.

Last week, I was talking to a client about the importance of tapping into the social narrative to create marketing campaigns that stand out and are relevant. And I shared the latest campaign by Extra Gum

Yes, it’s a big brand, yes it had a huge production and media budget, but it’s a brilliant brand idea that stands out, because it is reflective of the period of time and how people were feeling. For context, the campaign was released just as lockdown restrictions were being lifted.

The creative idea is centred around the excitement and interpretation of a post lockdown world. The longing for physical content but the social awkwardness of touching in real life after so long apart. It perfectly captures the moment in time, and the role of the brand is simply the enabler. They are not the hero of the story, but the facilitator allowing normal life to resume.

As start-ups and challenger brands, you do not have the same budgets as your big competitors, so you need to look for unique and novel ways that you can stand out, be distinctive and get people talking about you. Dig deep into the social narrative, what trends are emerging that can you piggyback, how are people/your customers feeling, how can you show your relevance and put your unique stamp on something?

If you want a partner to bounce ideas off, we have launched a new Power Jam session, where we can help you build a marketing strategy around a narrative. Check out the details here.

Sprowt is a brand and marketing consultancy that helps purpose-driven brands stand out in a sea of sameness, win the hearts & minds of target customers to become the household names of tomorrow.