We all need undies, but how do you get blokes to care about the brand on their waistband?
It’s easy - just don’t take yourself too seriously.
The big box retailers demand two things, sales and profits. If you can’t make your brand a drawcard why wouldn’t they just fill your shelf space with a generic alternative. Tradie needed to inject awareness into their brand and fast.
Tradesmen like to keep things light on the worksite, banter and inappropriate humour is part of the daily social diet. Finding a relatable personality who could talk to them in a language they understand is the aim. Of course Nick Cummins AKA the Honey Badger fits the mould perfectly (Oh, except for the understanding part).
We needed fast exposure so TV was the obvious choice, but the Badge has a charm that makes him instantly shareable, so the viral impact of these slots was instantaneous. A TV shoot with the Honey Badger is a lesson in no control branding.
Social Media Development