Tuesday, 25 November 2014

Plug Ugly Brands

So many brands push for perfection. They want to offer a seamless service, a consistent experience. They claim to be passionate about high quality and strive to be the "gold standard" or "best in class".

But rather like a race of Brad Pitt lookalikes with 150 average IQ, doesn't this all become a little tiresome and, dare I say it, bland?

An alternative is to celebrate the odd, the eccentric, the ugly, the characterful. One of my favourite examples is the Intermarche Inglorious Fruits & Vegetables campaign. Although, having said that, this is far more than a campaign - it's one of those brilliant ideas that make you feel warm and fuzzy inside, like a good bowl of soup.

At Intermarche, the potato with a waspie waist, the aubergine that looks like an alien and the carrots that require an 18 certificate all get sold 30% cheaper as Inglorious Fruits and Vegetables. And they already have their own sub-brand or spin-off of soups and fruit juices, as it all tastes the same once it goes through the blender.

War on waste, increased sales for Intermarche and smiles on the faces of your customers. It's a marketing dream.

And on a similar theme, on the other side of the earth in Melbourne,  is a restaurant which serves tasty soups and other dishes made from "organic waste" aka overripe or ugly vegetables. The name? Brothl. Brilliant!


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