Brainfood: What We Can Learn from Cult Brands

In the realm of advertising, few phenomena are as powerful as the cult brand. These brands transcend mere products to become a way of life for their devotees. Cult brands evoke intense loyalty, emotional connections, and a sense of community that other brands can only dream of. Recently, our Brainfood session delved into the intriguing world of cult brands, exploring what makes these campaigns so special and how we can draw inspiration from their success. Here, we highlight key insights and notable examples from our discussion.

Understanding Cult Brands

Cult brands are characterized by their ability to forge deep, lasting connections with their audience. This connection is often rooted in shared values, distinctiveness, and a consistent, engaging narrative. According to our discussion, the ten characteristics that define cult campaigns include: emotional connection, authenticity, community building, distinctiveness, consistency, narrative, engagement, visibility & influence, aspiration, and adaptability.

Old Spice – “The Man Your Man Could Smell Like” | Lanny Geffen, Director, Strategy and Brand Innovation

Launched in 2010, this campaign rejuvenated Old Spice’s image with humour and engaging social media interactions. The character Isaiah Mustafa became iconic, helping the brand connect with a younger audience and boosting sales significantly (over 60% increase in body wash sales). The campaign launched online during the Super Bowl weekend with a 30 second video, garnering over 40 million views on YouTube, becoming the most-watched video at the time​.

got milk? – “Milk Mustaches” | Drew Lindsey, Creative Strategist

The iconic cult ads made an appearance in 1995 with the campaign as we know it ending in 2014. Known for its simple yet powerful tagline and memorable milk mustache ads, this campaign tied closely to pop culture and celebrity endorsements. It was discovered that children thought milk was boring, so the milk mustaches aimed to make it exciting to this audience. Although milk consumption didn’t increase, the campaign left a lasting cultural imprint.

“Fearless Girl” | Linda Carte, Creative Director

In April of 2017 a bronze statue of a defiant looking young girl was placed on Wall Street the night before International Women’s Day. It was commissioned by State Street National Advisors to promote it’s Gender Diversity Index Fund. This statue symbolized gender diversity and empowerment, garnering widespread media attention and becoming a cultural icon. The campaign’s success lies in its deep cultural resonance and ability to spark conversations.

Barbie’s Modern Reinvention | Carole Ineichen, Art Director

As we all know, Barbie took the world by storm last summer. Not only was the campaign itself a huge success, so too were the endless collabs and campaign extensions like Airbnb Malibu Dream House, Burger King’s pink burger, the Barbie edition Xbox, and that’s just naming a few. The campaign brilliantly leveraged nostalgia while updating Barbie’s image to resonate with contemporary values. Extensive collaborations and creative extensions made it a multifaceted success, engaging fans at every turn.

Key Takeaways for Modern Advertising

From these case studies, several key lessons emerge for crafting successful campaigns:

• Emotional Engagement: Cult brands create deep emotional connections through authenticity, narrative, and community engagement.
• Consistency and Distinctiveness: Maintaining a consistent brand message while standing out in a crowded market is crucial.
• Real-Time Interaction: Engaging with audiences through real-time interactions on social media can significantly boost a campaign’s impact.
• Cultural Resonance: Embedding campaigns in cultural moments or creating cultural phenomena can elevate a brand’s presence and influence.
• Authenticity and Social Responsibility: Brands that align with genuine causes and show real commitment tend to resonate more deeply with consumers.

By learning from these cult brands, we can craft campaigns that not only capture attention but also build lasting, meaningful connections with our audiences. Cult brands teach us the power of going beyond the product to create an enduring legacy.