How did I miss this?
Corona (Grey Global) created 25,000 laser cut limes with “Lime Guides” on them – to help consumers solve the “problem” of limes which didn’t fit into their bottles.
When I think of alcohol brands and rituals or “the perfect serve” as we called it in beverage world – the strongest (and most valuable) brands have an affinity with something.
FMCG is full of these rituals – perhaps the way a product is packaged, a manufacturing limitation which became an invaluable brand asset…
🍊 Terry’s Chocolate Orange = Don’t Tap It Whack It
⚪ Pringles = Once You Pop
🍋🟩 Corona = Lime
🔴 Babybel = Wax
🍺 Guinness = Half Pour / Split The G
These rituals need not be the realm of the global groups only…
- As challengers like MOJU have created theatre with their serving marks on the side of bottles…
- Or Jason’s Sourdough with their iconic Blue roll top sourdough packs…
- Bold Bean Co | B Corp™ – talk about getting their product out of the jar, the squelch it makes when you shake it out… (THEATRE!)
A texture – a format – a quirk – these brand rituals become valuable brand assets.
Did I miss anyone?
Guinness has the pour. Corona has the lime. Pringles has the pop.
Every category has room for one brand that owns a ritual – what’s yours?
Sign up to our building better brands newsletter
Free insights for scaling brands
