Choosing Chaos

Happy Friday,

One of my favourite campaigns I've built was while I was on Molson Export while managing the Montreal Canadiens partnership. What's not to like, selling fun while cheering for your favourite team? Huge fan, by the way.

My big idea was simple; if the Habs win the cup, every Quebec household would get a free case of 24 to celebrate. 

The spot was a beautiful ballet of forklifts schlepping cases, writing the campaign tagline "we believe" center ice to the rhythm of Rock and Roll part 2  ( aka hockey national anthem song) (20,000 cases to be exact, I remember I had to sell my firstborn to borrow them from production for the shoot). Still, the concept was risky, to say the least; some could say even illegal. Giving away alcohol is a big no-no, especially millions of cases. 

Taking risks is often how brands try to disrupt through the clutter to make a dent against mega brands.

Surreal Cereal, a UK-based high-protein, low-carb cereal for adults, launched an audacious billboard campaign featuring glowing endorsements from Dwayne Johnson, Serena Williams, Ronaldo and more, except it's not the one you think.

I don't know how Surreal got their legal team to sign off on that, but I looove it. 

Quickly after, no kidding, they had to remove all ads. Instead of issuing an apology, Surreal kept at it and continued to poke fun at the situation, staying on brand, on tone, and taking sarcasm to a whole new level. 

Someone definitely chose chaos that day 

(or every other day if you ask me, looking at their past campaigns). Taking risks is easier for smaller brands; the bigger the brand, the more risk averse they become, having much more to lose. 

Let's hope Surreal Cereals keeps that edge as it fills its big brand shoes someday.

See you next week