Navigating Risk in 2024
In the past decade or so (accelerated since the 2020s), the world of marketing has undergone a significant transformation from the audacious and often problematic ads of the past to a more empathetic and socially conscious approach. This shift is a far cry from infamous and unbelievably recent missteps like Burger King’s notorious “women belong in the kitchen” tweet widely condemned for its tone-deaf execution to H&Ms ‘coolest monkey in the jungle’ campaign causing protests with its racist connotations and Pepsi’s Kendal Jenner ad minimising real-world issues and police brutality in the US.
A standout example of effective risk-taking from a more wholesome (wholewheat?) angle this year is Surreal’s cheeky approach to cereal marketing, a sometimes stale medium when it comes to the big brands (targeting adults). Surreal’s campaigns, known for their bold humor and playful jabs at traditional cereal brands – in tandem with relatable social campaigns – have resonated deeply with Gen Z and millennials. While their risky, marketing tactics have raised eyebrows and corporate legal threats, they’ve successfully captured public attention and built a strong, loyal following.
Two other campaigns this year that illustrate the thin line between success and ‘failure’ in risk-taking (to lesser extents) come from Waitrose and Specsavers. Specsavers’ “Van Crash OOH” campaign cleverly played on their famous “Should’ve gone to Specsavers” tagline by featuring a mock-up of their van seemingly crashed into a billboard. This humorous and self-deprecating approach captured public attention and was well-received. In contrast, Waitrose’s “Wonky Billboard” campaign, meant to promote their line of imperfect produce, whilst witty, ended up causing confusion and frustration, as many interpreted the intentionally askew billboard as a mistake with some residents complaining to the council. As always with these campaigns that tread the line there is no right answer but one thing is for sure – they were extensively talked about.
The key takeaway for marketers in 2024 is clear: cultural awareness and empathy are crucial in crafting campaigns that resonate and avoid controversy, helping brands build deeper, more meaningful connections with their audiences. Part of this should be consulting people from a variety of ages and backgrounds to avoid personal bias’s or blind spots.
