Summer Branding Picks Up Steam
Happy Independence Day! I hope my fellow Americans are getting ready to celebrate all of the things that make the day marking America’s independence so great. Hot dogs, the beach, fireworks, Independence Day branding campaigns, and stars and stripes.
Wait, say what?
Yes, this particular time of year is one where companies and brands leverage Independence Day branding in their corporate strategy.
Patriotism and the celebration of America’s independence have people in an especially good mood and one that can be effective for getting people to care about certain brands.
Correcting a Branding Blunder
The new campaign features reviving previously maligned ‘New Coke’ from the 80s as a way to promote the show. When the drink was first unveiled in 198X , it was received so poorly that it was pulled from the shelves.
Stuart Kronauge, President of Coke’s sparkling business unit (yep, that’s the real name) and SVP of Marketing for Coca-Cola North America, says he hopes this is a way for the Coca-Cola brand to not take itself too seriously.
By owning their branding blunder, Coke can poke some fun at themselves while allowing users a sweet nostalgia trip back to the 80s.
This is great for Stranger Things because Coke’s new plan for an apology of sorts is making people care about the 80s just in time for the release of their new season.
The bottom line: they are making people care about their brands, and engendering consumer loyalty in the process. This is a win-win for both companies and a mutually beneficial partnership that should go over well.
A Sweet Branding Surprise
In a similar vein, Baskin-Robbins is also teaming up with the show to engender customer loyalty.
The ice-cream brand is partnering with Netflix to create a series of sweet treats inspired by Stranger Things. Want an Upside-Down or Demogorgon Sundae? You’re in luck!
Both this move and the one by Coke seem to be great ways to call back to a sweet, nostalgic time in order to get people to care about the brands that are partnering with the show.
Plus, who doesn’t like an ice cold coke or ice cream over Independence Day?
Engendering Customer Loyalty
But what do you think? Is Coke really owning up to a mistake in a fun way, and in the process making people care about Stranger Things? Or is this just some silly corporate attention grab?
Let us know, and Happy Fourth of July!
— Ryan Kelley, Brand Strategy Account Coordinator