There’s a pervasive myth that some products are simply too boring to build creative branding or advertising campaigns. Whether it’s a highly technical industrial widget or an everyday household item, the challenge often lies in making these products appealing and memorable to consumers or business clients. However, the truth is that with the right approach, even the most mundane products can shine.
One of the most important things to remember is this: if you’re creating content and messaging for something that certain audiences care about and is relevant to their lives and livelihood, the topic will always be of interest to them. Here are a few basic approaches to tap into this interest and “un-bore” the branding and communications supporting them.
Highlight Innovation and Quality
For B2B products, where audiences may appreciate technical details and quality assurance, the focus can be on the innovation and reliability of the product. Caterpillar, manufacturer of heavy construction and mining equipment, highlights the durability and cutting-edge technology of their machinery. By showcasing real-world applications and the superior performance of their products, they create a sense of trust and reliability.
Inject Humor
Humor is always a powerful tool for products that might otherwise seem dry or technical. Consider the advertising campaigns by Geico insurance, which has long used humor to turn an inherently unexciting product—insurance—into something memorable and enjoyable. By employing quirky characters and funny scenarios, Geico has made its brand synonymous with entertainment and relatability.
Humanize the Product and Company
Through visual content and storytelling that mirror how your audiences—not your corporate leadership—think and process information, you can create a more emotional and personal connection to customers. Heatcraft Refrigeration Products created low-budget in-house videos—instead of text-heavy PDF documents—that explained its highly technical products and their applications in fun and compelling terms that contractors regularly use and understand. It also created social posts and videos spotlighting individual employees and families, letting viewers meet the people who made their products.
Here are more examples of companies that successfully applied these principles in their branding and marketing:
Dyson: Dyson revolutionized its branding by emphasizing unique design and functions in their vacuum cleaners. Their ads often resemble tech product launches, highlighting features like cyclone technology and futuristic yet purposeful designs. As a result, Dyson repositioned its products from appliances to home & lifestyle innovations.
Squatty Potty: A toilet stool might seem like one of the most unappealing products imaginable to market, but Squatty Potty turned heads with a campaign featuring a unicorn that poops rainbow-colored ice cream (yes, you read that correctly). This LOL approach also explained the health benefits of the product, making the campaign informative as well as memorable and shareable.
Blendtec: Known for their “Will It Blend?” YouTube series, Blendtec transformed their blenders into viral sensations. The videos featured the company’s founder blending unusual items like smartphones and golf balls, demonstrating the power and durability of their blenders in an entertaining way. This approach not only showcased the product’s strength but also built a fun, memorable brand identity.
Mailchimp: As an email marketing service provider, Mailchimp could easily fall into the trap of being perceived as just another technical tool. Instead, they’ve embraced a playful and approachable brand voice, with whimsical illustrations and a friendly user interface, making the brand accessible and engaging.
No product is inherently boring—it’s the marketing and branding that fails to think creatively in connecting with the right audiences. By focusing on storytelling, humor, innovation, and the human impact of products, brands can transform even the most humdrum or esoteric items into something exciting and memorable. Whether you’re in the B2C or B2B space, the key is to find the unique link that resonates with your audience and brings the product to life.