03/19/2024
This is the first time I’ve seen something like this.
A brand is advertising that they don’t use celebs in their brand. Publicly.
How insane is that?
Commonly, Brands leverage celebrity endorsements to signal the dominance of the brand. It’s called ‘costly signaling’.
Superball adds, Partnerships w/Kardashians, Times Square adds.
All these advertising approaches signal people of their dominance in the market.
Which makes their products feel safe to buy and use.
But, This is a polar opposite approach to that.
Just an everyday person as the face of the add and the line, 'Celebrity free since 1829.'
Umm.. but, does it make any sense then?
Yes, of course.
With this radical approach, they are signaling their smallness to the people. They signal that they're sticking to their roots.
So, Tullamore saying to the audience,
‘We are a small brand born in a small community. We don’t serve Higher-class people. We value you, the working-class people like you. Tullamore is for you.’
Wow! It resonates with working-class people, the general public.
Here, Tullamore doesn’t try to speak to every market, they speak to their market. They are not tryna talk to everyone.
They are talking to some people.
And that's a quality of brilliant advertising.
Also, I think the phrase ‘Since 1829’ signals the brand’s heritage.
Which kind of shields the brand’s status in an indirect way.
So, by using a radical approach,
Tullamore created a unique and memorable creation that's worthy of seeing, understanding, and remembering.
This is the power of sticking to the roots as a brand.
Remember less isn't just more; it's everything.
But, What do you think? Will this be a trend in the future?
Leave your comments below
