It it just me, or does it feel like if you’re a Challenger without an Influencer Strategy, you’re going nowhere?

Little Moons. BOOM. PRIME. BOOM. Doughnut Time. BOOM.

But how does the digital driven success translate into packaging design and instore conventions? You might argue they don’t need to. Slick eComm linking directly and seamlessly from digital channels means packaging graphics can flip a finger at convention.

But is this a mistep?

Doughnut Time is most closely aligned to this strategy. Quirky-contemporary illustrations and pastel palette that would be suicide in-store - instead - thrive online. A rethink would be needed if the brand planned an assault on retail (outside of their own estate).

PRIME. Is there any column inch space left for this in-yer-face brand from ubiquitous You-Tubers KSI and Logan Paul. Their enormous reach and skill in connecting with Alphas and Zoomers created an overnight success both sides of the pond. Folks without that reach can only look on in envy. The pack execution is equally brazen. Zero taste cues, and bold colours simply grab attention - which is what the brand is all about. Flash in the pan or in for the long haul? Time will tell.

Little Moons is the most interesting case here. Yes, they grew a whopping 2000% in Lockdown, but there’s much more sophistication here than the overnight TikTok sensation suggests. The Marketing team had already developed the positioning ‘Ice cream from a different world’ and plans to appeal to a regular Millenial ice cream purchaser were in place too. The packaging execution links neatly to the positioning and is sufficiently different to master-brand competitors. We’re curious to see how Little Moons continues to stretch and innovate.

See you next Quarter!