Big Branding Hits in the Summer of '21
When the world shut down back in the spring of 2020, it was hard to predict how long and how much the pandemic would impact our lives. So much has changed. We moved cities. We worked remotely. We lost jobs, friends, and family. We paused, reconnected, and realized what actually mattered. After all that, and more than a year later, the societal changes have been vast. It’s become increasingly important for brands to not only learn how to re-engage with consumers, but adjust their communication according to our new societal fabric. Whether leading with humor or heart, brands now have a responsibility to react to this past year in some way or another. One thing is for sure: the brands who choose to ignore how this past year has affected our lives are missing a big opportunity. We’ll focus on the ones who didn’t. Here are some examples of how brands were able to pivot their marketing efforts successfully in order to account for ever-changing consumer behavior this summer:
Coke | “Summer Tastes Better”
Coke’s limited-edition & highly poetic packaging celebrated the joys of being “together”. The company was nimble enough to activate this sentiment just in time for the summer, when people were finally able to enjoy the outdoors.
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2. Extra Gum | “For When it’s Time”
This spot does a great job of conveying the feeling of extreme liberation after being cooped up for so long. It’s hopeful, it’s happy, and it’s hilariously real.
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3. Madewell | “Get Dressed Again”
Madewell’s email marketing campaigns have been on fire! Throughout the course of the pandemic, they combined humor and practicality to tailor their messaging based on updated restrictions and guidelines.
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4. Google | “Get Back to What You Love”
Google always does a good job of pulling at the heartstrings. Looking back on how our search history changed dramatically this past year, the campaign ends with a hopeful message about how vaccines allow us to live life again.
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5. Spotify | “Only You”
This completely personalized experience celebrates how individuals listened this past year. With so much newfound downtime, consumer listening patterns changed drastically, which made this quiz exciting and easy to share with networks.
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6. WeTransfer | “Please Leave”
As we get back to regularly scheduled programming, we love a good time-saver. WeTransfer wants you to stop wasting time on things that don’t make you happy - a big lesson we all learned last year.
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7. Bumble | “Make Your Move”
It’s no surprise that the dating scene has changed significantly. People are seeking connections more than ever before, but the rules have changed a bit (and can differ from city to city). In a series of localized campaigns, Bumble features excited singles ready to get back to dating - whether their preference is virtually or in-person.
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