As consumers adjust to a post-pandemic world, marketers are taking the opportunity to spiff up, dust off, refresh their brands and reemerge with new focus and attitude.
In the prior installment of the Marketing Masters Series, we examined brands that braved moving beyond long-standing campaigns to pursue new consumer segments and new growth. In this final chapter of The Great Brand Redux series, we highlight brands that redefined themselves through purpose to become relevant in a new age.
IV. Connecting to New Audiences Through Brand Purpose and Social Consciousness
Recognizing that future growth will be predicated on relevancy to new/younger consumers, some long-established brands elected to launch entirely new messaging with more brand ethos/purpose, which is of interest to this audience. In fact, one recent study¹ reported that 83% of millennials are more likely to buy from brands with a purpose and are willing to switch brands based on social stance. This indicates more cause loyalty than brand loyalty.
Connecting to the social pulse is not without risk due to conflicting views in today’s polarized society. Choosing a cause that has broad appeal can avoid some nasty social media reaction. However, this approach might come across as playing it too safe and still carries risk if the brand is not clearly acting for the cause as well. It’s not an easy balance, but there are recent successful executions.
Levi’s – “Buy Better, Wear Longer” :15
Levi’s spoke plainly in an innovative ‘save the planet’ themed ad aimed at reducing clothing consumption as part of their “Buy Better, Wear Longer” campaign. Although the brand has been around since the 1840s gold rush, this effort represented an attempt to revitalize the brand for new generations, and did so via a topic that was intrinsically linked to its own business.
In a category such as fashion where preferences and brands often do not cross generational boundaries, a new reason to get behind the brand can be a smart move. In this case, Levi’s not only resonated with the target younger viewers (with the help of Jaden Smith, Marcus Rashford, and Emma Chamberlain), but older audiences as well. As a result, the brand basked in a very positive halo.
Scores among females only indexed to one year pharmaceutical video advertising norms.
Viewers found the Green effort to be Authentic to the brand and Empowering, with comments indicating the message of buying higher quality to reduce consumption was effectively – and impressively – delivered.
“I loved it, what a great message and a great focus to make the viewer want a pair of Levi’s I am all for the environment and wearing clothes longer (which also does the brand justice because it also silently advertises the fact that they are made with better materials to make them last longer and it truly focuses on the brands dedication to quality) and to expound on that through the visuals was just phenomenal. What a great ad.”
Female 21-35
“Innovative and environmentally community minded. Cutting edge with trends. Great quality and responding to demand opportunity.”
Male 36-49
“The message of buying jean products that last longer is a good one considering our global climate at this moment. The music and graph words on screen were attention grabbing and the models did an amazing job.”
Female 16-20
“This ad is very classy, unique and futuristic. It fits the brand very well. I love this ad and I want to watch it again.”
Male 21-35
“A very well known, long lasting company using their notoriety to bring awareness to important subjects is awesome.”
Female 36-49
In fact, the ad impacted viewers of all ages in such a positive way that 64% reported an increased likelihood of purchase (a full +15 points over category norm), with a third much more likely to act.
Midol – “Comfort is Power” :30
Founded in 1911, Midol began to communicate with a new and unapologetic approach aimed squarely at younger women in 2022. This ad directly acknowledged the discomfort periods entail, staking a ‘no more’ claim to the silent suffering. Female viewers found the messaging to be the most impactful aspect of the creative, which scored well above pharmaceutical norms among women 21-49 while still resonating positively with more mature females.
Scores among females only indexed to one year pharmaceutical video advertising norms.
In their comments on the ad, women pointed to the Relatability of the ad as one of its key connective strengths.
“It didn’t take long for me to grasp the message of the ad, it talked about all the things we go through as women I liked the diversity and different shapes and sizes of everyone presented in the ad and the way we feel during that horrible time of month, it was uplifting and relatable to all women.”
Female 21-35
“Loved description for pain relief that has been around forever – like the new twist in this ad.”
Female 50+
“I thought it was nice seeing women doing everyday things instead of riding horses or things that most women don’t feel like doing when on their period and saying it’s ok to stop and take care of yourself”
Female 21-35
“I liked the way the ad voiced what it’s really like to be a woman on her period and that we should take time to take care of ourselves.”
Female 36-49
The ad, however, felt Exploitative to some women due to its progressive inclusivity (featuring a male character). 45% still reported positive purchase intent, which might have been higher had the brand elected not to take that risk.
Vicks – “The Most Powerful Ingredient” :30
Vicks pivoted from product facts to a more humanized brand purpose in a recent creative. By presenting a tribute to caregivers for the sick, Vicks positioned the relevance of their product as “a touch of care” rather than a pharmaceutical aid, and successfully resonated strongly with both young and old.
Scores are indexed to one year pharmaceutical video advertising norms.
Not only did the Wholesome and Heartfelt message appeal broadly, viewer comments reflect how the insight rang true to the brand (Authenticity), and to consumers personally – Empowering them to use the product to care for their loved ones.
“Very well done ad! The message, the people and the music are well put together. And by highlighting the people instead of the product, it actually made me feel strongly for the product. Bravo!”
Female 50
“I can totally agree with the message that when you are taking care of someone who is sick you will do anything for them. As a parent I have spent scary nights with a sick child. I have used Vicks for many years.”
Male 36-49
“A nice and touching ad and I think the message in the ad was more important or = the brand itself”
Male 50+
“This ad made me feel sad because of personal experience. But it also made me smile to see others caring for their loved ones. The message was beautiful and it’s a commercial I won’t forget easily. Very well done!”
Female 21-35
“I think Vicks is seeing the world and what is going on. This was a nice message that we can be more powerful than the things we use to combat sickness”
Male 21-35
Summing It All Up
Although all resilient brands need to update, reformulate, and/or redesign to keep up with current consumer tastes and trends, certainly not all brands will find it necessary or even a consideration to rebrand. One of the hardest marketing challenges is indeed ascertaining when NOT to rebrand and risk losing what makes the brand identifiable and important to consumers. The Dunkin’ Donuts relaunch beyond just doughnuts is a good example of keeping what works but still moving forward.
The old marketing truth “It’s much easier to maintain market share in the first place than it is to lose it and gain it back” has never felt more true. However, as consumer opinions and beliefs shift over time, marketers understand that sitting still is not always an option. Innovating, reinventing, and sparking new connections will continue to be hallmark strategies of successful marketing campaigns. The examples provided in this Marketing Master Series are a testament to the power of modern creative thinking that leads to new audiences, products, and reasons to purchase even the oldest of brands.
About the Author
Peter Daboll has more than 25 years of experience in the science of measuring advertising effectiveness and is a recognized expert in understanding what makes advertising successful. He has spent his career developing and implementing analytical models and testing systems to measure consumer response to advertising. In his current role, Peter Daboll serves as Chief of Strategy and Insights for iSpot.tv after his company, Ace Metrix, was acquired in late 2020. As CEO of Ace Metrix, Mr. Daboll has led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative.
¹ “Are You Looking To Rebrand? These Trends Will Dominate 2022” crownedmc.com, January 17, 2022.