The Battle of Branding: Creators vs. Ads and the Attention Dilemma
In the dynamic landscape of marketing, challenger brands are harnessing the power of creators in a way that traditional giants struggle to replicate. This was driven home with Alix Earle’s recent partnership with Poppi, a soda challenger, and Pepsi’s monumental $2 billion acquisition of the brand. Let’s delve into the lessons learned from these pivotal developments in branding.
Understanding the Challenger Advantage
Challenger brands, like Poppi, are uniquely positioned to benefit from leveraging creator and influencer content. According to a study by System1, these brands experience a staggering 333% uplift in brand awareness when effectively utilizing creators to build and amplify their identities. Evans, a key figure in the study, suggests that for challenger brands, leveraging creators isn’t just an option—it’s a powerful strategy to outpace competitors.
The Power of Connection
Established brands often resort to traditional advertising methods, such as TV commercials, yet they don’t achieve the same explosive growth. For category leaders, engaging with creators can increase brand awareness, but it doesn’t match the traction that challenger brands receive. In fact, emotionally charged content on platforms like TikTok can drive 3.2 times the awareness compared to lesser emotional or impactful content. This demonstrates that even in their campaigns, emotion is a critical driver.
The Secret Ingredient: Entertainment
Diving into insights collected from “tens of thousands” of TikTok messages, Evans highlights a crucial takeaway: to entertain. In branding, as analyzed by Orlando Wood, embracing showmanship over salesmanship is essential. Showmanship engages the audience through entertainment, sparking emotions that inspire action, whereas salesmanship often merely instructs.
The Shift from Sales to Showmanship
“Most consumers aren’t considering a purchase when brands talk at them,” Evans notes. Thus, brands need to shift their approach—creators excel in crafting entertaining content that draws in audiences, making them feel something deeper than product promotion. This is where traditional advertisers can glean important lessons from the engaging methodologies of creators.
POPPI and Pepsi: A Case Study in Successful Branding
Pepsi and Poppi’s collaboration exemplifies how combining creator-focused strategies with traditional advertising can yield significant results. By effectively merging creator content with impactful TV ads, the duo managed to disrupt the market, outpacing competitors like Olipop.
A $2 Billion Decision
The strategic decision to leverage creators alongside mainstream advertising wasn’t just a marketing tactic; it was a pivotal choice that led to Pepsi’s famed $2 billion acquisition of Poppi. The lessons learned are clear: it’s the combination of effective influencers and traditional tactics that can differentiate brands in a crowded marketplace.
Conclusion: The Future of Branding
The landscape of branding is evolving. As more challenger brands prevail through innovative strategies that focus on entertaining their audience, established players must adapt or risk being left behind. The story of Poppi and Pepsi underscores the essential truth: in today’s marketplace, entertainment reigns supreme, enabling brands to connect more deeply and resonate powerfully with their audiences.
For those keen to stay ahead in branding, the roadmap is clear: embrace creativity, entertain first, and watch your brand soar. To explore more about the future of branding and creator marketing, check out additional resources from System1 and other industry thought leaders.
By providing a fresh perspective on the evolving dynamics of branding, this article resonates with both industry professionals and curious readers alike. Let’s engage in the conversation—how are you planning to leverage creators in your branding strategy?
