Ever looked at a brand and thought – “jeez I just love that!” Often you don’t know why, but you just do. Well, we know. There’s a little bit of psychology, wrapped up in some unconscious bias and sprinkled with magic.
In other words. It’s Brand Personality. As a you are a curious creative with an account on our Brand Magic system, we thought we would drop a few examples of brands that we love because they ooze personality.
First one up is one of our favourite Entertainer Brands – and they also happen to be Ozzie.
Have you heard of Who Gives a Crap?
Now I’m not trying to be antagonistic here. This is the actual name of the brand. A toilet paper brand that is also a social enterprise. Get it?
Their witty name not only refers to your (hopefully) daily ablutions but also how much you care about social justice. And apart from their recycled toilet paper that is not only good for your bum, it’s good for the environment too – they also donate 50% of profits to help build toilets in third world countries, because they believe access to a safe, dignified loo is a basic human right.
So even though they are tackling a pretty big issue, and their core business is toilet paper, they are choosing to connect you to their brand in an entertaining way – making them the perfect Entertainer Brand Personality.
Why we love who gives a crap
Well as a designer – hello? That packaging is fab. Not only does it look great but it also has really fun messages on it so when you unwrap, you have something entertaining to read on the loo. Also, it’s not plastic and that has to be a good thing, right?
Never a dull moment on this blog! TalkingCrap is fun and playful and filled with poo and fart jokes (what makes you think that this company was started by men?) Smacking with innuendos and lightheartedness, the language and tone is clear and consistent and totally engaging.
They have thought about every touch point – even down to the box the toilet paper is delivered in. Still fun and witty, they still get their message across about doing good where ever they can.
Launched just as Covid was breaking – these posters were not only on point but pretty damn funny too, considering the toilet paper shortage. Fun and engaging yet still on message.
What do you think of Patootie?
Bum, bottom, butt, backside, rear, booty, toosh, derrier, arse – so many words for your gluteus maximus, yet these billboards in Melbourne almost didn’t get approved because of the word ‘patootie’. Check out what Who Gives a Crap thought of that and how they responded – true Entertainer style.
For more on Who Gives a Crap and how they engage their customers, head to their YouTube and check out some very funny videos.
