Social media provides a powerful opportunity to create and reinforce brand identity through consistent messaging, which is especially important when distinguishing between multiple products under a single brand name. This challenge occurs when a brand launches a new product under the same parent company, or when a parent company purchases an existing brand and wants to expose the parent company fan base to a new member of the family.
A classic example creating a distinct brand identity is the creation of Diet Coke. On August 9, 1982, The Coca-Cola Company launched the first new brand since 1886 using the Coca-Cola name, debuting Diet Coke to compete with Diet Pepsi and Tab, also a product of the Coca-Cola Company. Marketed as a new low-calorie alternative to sugary soft drinks and an alternative to Tab, which was saddled with fears about the sweetener sodium saccharin, the Coca-Cola Company not only leveraged existing fans of Coke and Tab to try the new soft drink, but poached fans from their competitors Diet Pepsi and Diet Rite to quickly take the market share.
One of the key components of the Diet Coke campaign was to include current Coke drinkers in the advertising mix, maintaining some of the commonalities between the two products. Refreshing and flavorful, Diet Coke’s first key slogan “Just for the Taste of It” maintained that just because it was a low-calorie beverage, it didn’t taste any worse than regular Coke. The success was in the sales. Diet Coke outpaced the competition from the start and in 2012 was the second bestselling soft drink in the world behind Coke Classic (five spots ahead of Diet Pepsi).
FROM BISCOTTI TO THE GET FIT COOKIE
In crafting a social strategy for THINaddictives—a health conscious almond thin brand purchased by Nonni’s Foods— we were challenged with making the distinction between the indulgent treats Nonni’s Biscotti fans were already familiar with and a new, healthier alternative.
THINaddictives’ low calorie content and convenient grab-and-go packaging is a natural choice for active and health conscious consumers. Fluency created a campaign called Get Addicted to Fitness designed to attract these customers by featuring popular sports, activities and workouts as the focus of social content throughout the year. Publishing Get Addicted to Fitness content on THINaddictives social channels made it possible to build a community around fitness-based content relevant to this new audience, while not alienating the audience on Nonni’s Biscotti’s channels.
In developing a distinct identity for a product, it’s important to include the brand’s existing fan base. By framing fitness content in an accessible, non-judgmental way, we were able create social content that appealed to new, health-conscious fans, without excluding current Nonni’s fans who didn’t identify themselves as particularly fit or active. THINaddictives content featured on Nonni’s Biscotti channels focused on the virtues of the THINaddictives product and the importance of making healthier food choices.
Aligning social content with a specific area of interest also opens up opportunities to partner with influential brands and personalities who have their own engaged audiences and platforms. A large part of the Get Addicted to Fitness campaign involved partnering with influencers in each featured activity to demonstrate a workout or give advice to fans who were interested in trying a new activity. As part of the partnership, each influencer shared THINaddictives content with their own fans on their social channels, helping expand the THINaddictives social fan base.
Rather than positioning THINaddictives as a snack for athletes, the Get Addicted to Fitness campaign distinguished THINaddictives as a healthy alternative for the Nonni’s Biscotti audience that could be enjoyed by health-conscious fans at any fitness level.