How a Cereal Brand Used Fake Celebs to Win Real Fans
What do fake celebrities, a quirky theater producer, and a bowl of breakfast cereal have in common?
Using names that resonate with millions, they embarked on out-of-the ordinary marketing campaigns that turned fiction into sales.
But this isn’t just a story about clever marketing; it’s a lesson in creativity, audacity, and the power of well-known names.
From the bustling streets of London to the breakfast tables across the UK, Surreal Cereal’s billboard and print ad campaign has become a sensation, sparking conversations and inspiring marketers.
It’s a tale that reminds us that sometimes, the most unconventional ideas can lead to the most unforgettable success.
A Surreal Breakfast Experience
Meet Surreal Cereal, a UK-based brand that’s high in protein, low in carbs, and free of sugar, gluten, and animal products.
But what really sets them apart is their audacious ads.
In one campaign… instead of hiring A-list celebrities, they found regular folks off the street who just happened to have famous names like Serena Williams, Dwayne Johnson, and Michael Jordan.
That’s right, “Dwayne Johnson” is actually a bus driver from London, and “Serena Williams” is a student who gave the cereal a thumbs up!
The Power of Names
This isn’t the first time such an idea has taken flight.
In 1961, the Broadway producer David Merrick turned bad reviews into a standing ovation by hiring seven ordinary NYC area residents with names identical to top theater critics.
He asked these civilians to rave about his musical, then published an ad with their praises and names.
The Impact of Surreal’s Campaign
Surreal’s billboards, with their bold typography and pleasing pastel hues, have become a viral sensation.
People are loving the sheer audacity of the campaign, and it’s making waves on social media.
In just four days, Surreal’s ‘celebs’ video commercial had over 4,130 reactions, blowing away even huge-budget brands like Kellogg’s.
But alas, the lawyers came, and the campaign had to be revised with asterisks by the celebrity names.
Lessons for Your Business
So you may be thinking, how can you translate this surreal story into actionable insights for your business?
Here are a few thoughts…
- Embrace the Unconventional: Just like Surreal Cereal, don’t be afraid to think outside the box. Sometimes, the most outlandish concepts can lead to the most memorable campaigns.
- Leverage Names and Identity: Consider using names or identities that resonate with your audience. It could be local celebrities, community leaders, or even your customers. Just remember to keep it legal and ethical!
- Leverage Customer Testimonials: Why not create a campaign featuring real testimonials from your customers? Share their stories, their names, and their experiences with your product. It’s authentic, engaging, and builds trust.
- Create a Buzz with Humor: A touch of humor can make your brand more relatable and engaging. Surreal’s humorous approach got people talking, and it can work for you too.
Why not take a leaf from Surreal Cereal’s playbook and embrace the unconventional.
After all, success, much like a good bowl of cereal, is best served with a splash of imagination.
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