‼️April Fools is Coming‼️
Honestly, I hate how 99% of companies handle their April Fools campaigns. It completely takes away any brand trust or visibility.
Especially living in the world of algorithms and not exactly showing up at the right time a place, it gives me War of the Worlds vibes, you know?
Well, until now.
Sour Patch Kids (owned by Mondelēz International) has released an April Fools campaign that brings that nostalgia feeling that we got from E.L.F. BEAUTY and Liquid Death the other day, but in a different way.
It shows that their original audience has grown up. And what did all of us grown ups fear when we kids/what do kids feel like growing up is? Black and white.
🤫 A little of a relief to all of you teenage 30 years old out there, it’s not black and white.
This campaign does something unique, it has almost 0 color. It is black and white, why is this a genius move? We are surrounded by color, it’s in every video and on every campaign. We all spend hours and days in brand strategy figuring out the colors. I mean Snap Inc. would not be Snap without their Snap yellow.
It stops us, immediately. Why is this black and white, it forces us to read on and look at what’s happening.
This means your retention rate will be huge. A well known brand… in black and white? I need to know why! (Reminds me of when Skittle did their pride campaign and made their packaging black and white and the Skittles grey.)
The ROI will also see significant growth on this campaign. They released it before a major candy holiday, targeted the adults, and gave us a little of a tummyache from growing up. It means that the audience has enough time to go buy the product that makes them feel like a kid before the holiday festivities.
🥳 This is a huge strategic choice because if they would have released on Monday, the audience wouldn’t want to go to the store to get it. Their weekend was too busy and now they have to go back to real life.
I’m also super impressed that they pulled this campaign through all of their platforms. This took some seriously brand design and timing. But it means that their audience will see it and it will be on top of their mind.
🌟🌟 I see the beginnings of the trend of Q2. Nostalgia. Hitting the 25-45 year olds with a feeling of what was before. A lot of these people now have kids who are into 90s and Y2K things, so it hits 2 birds with one stone.
If you are trying to figure out your campaigns for this quarter, maybe look into the past for inspiration. Mix it with the modern trends of UGC and community building and 💥 boom 💥 you have a winning combination for your TA!
This link will lead you to a video discussing it all:
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