Humour is a strategy employed by many brands to get the attention of their target market. People are more receptive to a funny commercial than they are to a factual one. But the humour must be balanced and make sense to the people that you’re targeting.
In terms of brands there has, for quite some time now there has always been one that never fails to make me laugh – Nandos.
After a night of scrolling on my mobile I came across a great trailer for a film called “PLUCK – A film not just about the chicken” by Shifty. The film highlights Nandos’ memorable tongue-in-cheek advertisements and goes on to talk about how Nandos “are in the business of making people look at themselves”,through a lens of laughter, and at this beautiful African continent of ours.
On a more serious note, the Nando’s brand resonates in everything they do from their well thought through design, encompassing a rich history dating back to 1987 which has been cleverly weaved into the designs of their restaurant décor as well as the continuous inclusion of their lucky Barcelos cockerel. A truly South African culture of storytelling is probably one of the great contributors to their success…that and their hilarious collection of adverts.
On a day to celebrate the women who raised us, Checkers has a lovely moment of what some have called “dragging us back to ancient nonsensical stereotypes” with their Mother’s Day display. Checkers ‘mistakenly’ promotes cleaning products under gifts to Wow Mom for Mother’s Day.
I’ll admit that I did chuckle; as the images of these displays were making their way through every WhatsApp group I have, my heart ached for the fail on Checkers’ part.
A later apology statement by Checkers was given in Times Live stating that “The intention was never to put up a Mother’s Day display consisting of cleaning products. The Mother’s Day merchandise was moved first‚ with the posters only following later. The supermarket finalised its display on Saturday morning‚ with the display looking like it should”.
This made me realise how important the key ingredients are to keep a brand name clean, so to speak. Ensuring that everyone that plays a role in your business not only knows your Brand Platform, but lives, guards and enforces it.
The whole ordeal led me to launch a brief investigation into the Checkers (who form part of the Shoprite Holdings). On the Shoprite Holdings site their mission states in part “we believe in treating all people, be it our colleagues or our customers, with respect and integrity, keeping our promises and acting fairly in all our dealings.” #ActForChange. One of their community initiatives also boasts “We empower Women” which makes the display mishap that much more disappointing.
Granted that that this may have been an honest logistical error but, in this fast moving digital age we find ourselves in, it is paramount that we think really hard about how we do what we do for the sake of our brands.