Celebrity Free Since 1829 — A Radical Approach to Advertising | MRKTNGOAL Epi. 52
Tullamore Dew is my favorite whiskey in the world. But, I don’t drink. So the question is, ‘WTF?’
Lemme explain.
There’s a freebie waiting for you at the the end of this article.
Even though I’m not a drinker, I love love Tullamore Dew. It’s because of their brilliant advertising.
There are one or two masterpieces done by Tullamore which I watch over and over again on YouTube. Oh wow!
Also, They have a strong association, an unbreakable bond with Irish culture. Which is beautiful.
I’m not an Irishman. But, Tullamore made me fall in love with Irish culture and whiskey.
Now, Take a look at this billboard.
This is the first time I’ve seen something like this. A brand is advertising that they don’t leverage celebs in their brand.
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.
Umm.. but, does it make any sense then?
Yes, of course. Lemme explain further.
Being Contrarians
With this radical approach, they are signaling their smallness to the people.
So, They are 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 and the general public.
Here, Tullamore doesn’t try to speak to every market, they speak to their market. They are not trying to talk to everyone.
They are talking to some people.
Also, I think the phrase ‘Since 1829’ signals the brand’s heritage.
Which kind of shields the brand’s status in an indirect way.
Now you understand.
So, by using a radical approach, Tullamore created a unique & memorable creation That is worthy of paying attention and remembering.
Brilliant!
This is the power of sticking to the roots as a brand.
Your Next Read is Ready —
— — — — — — — — Here’s Your free Gift — — — — — — — — — — —
Hi! It’s WD here. I personally appreciate the time and energy you spent here to read something worth reading. Most people never spend their resources reading things like this.
Again, Thank You So Much!
I’m grateful to you for coming on this journey with me this far. It’s so much for me. 315 people signed up for an adventurous journey.
Thank you so much! Happy Thanksgiving!
