Be Different: Video Marketing Examples #159

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

We absolutely love to see a disruptive newcomer rip into an established market with some wild brand positioning!

Check out this ad we saw this week for Voodoo Ranger iced tea. To use their words - it’s not your grandma’s iced tea.

When you’re in an industry with lots of established competitors, or a single dominant player - and a certain ‘way of doing things’ where the whole industry sort of looks, feels and sounds the same - there’s an opportunity to make a big splash.

Going in with two feet on a radically different approach can be effective for many reasons:

• Recall and memory. The human brain’s conditioned to register and remember things that are different. This can be especially effective for physical products, where the colours of the packaging can stand out, too, matching the 'flavour’ of your marketing.

• Confidence. Making fun of the established ‘big boys’ can be a lot of fun, for brands and audiences. Everyone loves an upstart, a renegade. It’s why Pepsi have a cult following. It’s why the famous Dollar Shave Club explainer video was such a runaway success. The confidence of being willing to stick your head up and be different suggests that you have something different to offer in terms of your product, too.

• Niching down. You’ll often find that the dominant players in an industry cast a very wide net - they’re for everyone. It’s why they’re so big! Coming along and being clear that you’re the choice for a very specific subset of that audience can be a great way to steal market share. This means rejecting a part of the audience, too, but that’s ok: Voodoo Ranger isn’t your grandma’s iced tea, after all!

Feeling inspired?

Trying to make your way in a crowded, competitive marketplace can be tough.

But remember, the squeaky wheel gets the grease. And the brands that make noise are the ones that get noticed.

Looking to bring some 'volume’ to your marketing? Click the button. Our team of video experts will be happy to throw around some ideas on how to make your brand stand out!