Same Message; Different Brand

While spacing out during the commercial break of Seinfeld reruns, I caught myself entranced in a commercial. A highly inspirational storyline with an edginess to its cinematography and visualizations. I found myself remembering where I’d seen this before and recounting the advertiser and message as well as the emotional, inspirational feeling I’ve had while watching the commercial before. I remember thinking, “I really love this Red Bull commercial. It’s very well done.” But, to my surprise (or chagrin), the end frame came and it was Mountain Dew; not Red Bull. Oops. A very strong, consistent message for the product category, however for different brands. You can see for yourself below.

As a branding consultant, I always advise my clients to find the true essence of what they are trying to accomplish and the “lifestyle” of their product, then make the product the hero of that lifestyle. But as we see below, we see this “lifestyle branding” executed very similarly in the same product category. Is this a new trend that we are embarking upon? Not necessarily “price wars” but “lifestyle wars?”

Red Bull

Mountain Dew

What would you have done differently?


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