We’ve created quite a few challenger brands over the past couple of years. You could say we’ve got a bit of a name for ourselves doing it. Debbie & Andrew’s and The Saucy Fish Co. have been our biggest success stories to-date, resulting in Design Effectiveness Award wins and new clients frequently requesting “Can you do me a Saucy?”
Of course, we’d never roll-out a like-for-like project, but one thing that’s becoming apparent when tackling this type of work is Innocent-fatigue. Consumers are becoming increasingly wary of brands trying to ‘be their mate’ – following a huge number of challenger brands taking on Innocent’s ‘cutsie’ tone of voice.
Instead, nostalgia is becoming a key trend – as consumers cling to the comfort of familiarity. Having said this, brands need to be rooted in reality. Interestingly, this viewpoint is reflected in an article published by Future Lab recently. It highlights a trend for brands to openly show their weaknesses and admit when they get it wrong – because we admire honesty in brands, just as we admire honesty in humans.
At the end of the day, it’s difficult to trust a brand (or a person) who comes across as too perfect. Ultimately, even the best diamonds have a few inclusions. For me, it’s all about keeping the experience real and believable. Know your place in people’s lives, and don’t overstep the mark.