When Brands Start Talking to Fewer People, On Purpose

Photo Credit: Nike

I’ve noticed in a couple of recent campaigns that some brands are edging towards "you can't sit with us" territory. Maybe not closing the door fully, but definitely raising the bar when it comes to who the message is really for.

Take Nike, for example. They believe if you have a body, then you’re an athlete. My choice to eat [number omitted] Krispy Kreme doughnuts accompanied by a regular absence from the gym, says otherwise. But I digress. For as long as I can remember its channeled a shared ambition. The idea that everyone could win. Lately, not so much. “Winning isn’t for everyone” is what I last heard. I mean, if we're being honest, they're not exactly lying. If you really aspire to be a winner then surely this is far closer to reality, than the idea we all have a shot. Maybe.

Cadbury is another one. 

I remember seeing a colleague work tirelessly on building ways in for generosity and how to bring that platform to life with consistency and cultural nuance. Their recent campaign, which split a chocolate bar into portions based on merit and who “deserved” a piece, felt like a different kind of framing. Maybe generosity in some instances isn’t the right thing to do.

No idea if these are one-offs or the early signals of a shift. Could mean everything. Could mean absolutely nothing. But it did make me pause.