a his & hers weblog of worlds apart
Under-serving Brands ‘Since _____’
Sipping a pint of Grolsh the other day I noticed the custom glassware read “since 1615.” I was pretty struck by the year. I had absolutely no idea this beer’s been brewing almost 400 years. In a category where authenticity is king, I wondered how I wasn’t aware of this?
What I think it comes down to is the hugely over-used “since [year] statement”. It’s such a stock phrase that most people don’t notice it anymore. As marketers I know we love looking forward, but I think we have to remember all the untapped value in looking back once in a while. Brands that have been around can unlock a wide range of emotion in the past regardless of whether people actually had a relationship with their product.
Take the exceptional Grolsh example: this Dutch beer is nearly 400 years old. As a ‘since statement’ – if you happened to notice it – you might say ‘hey, that’s really old.’ But if you give it some more thought and actually place the period, you’d realize:
‘Whoa, that’s really old. Like Rembrandt could have drank it.’
Obviously not all companies can claim 400 years of history, but even those with relatively little background have existed through some trend, noteworthy event, or memorable moment in the past that aligns with their brand story.
Canadian Club offered up a great example of this brand reminiscence last year – leveraging its place in your father’s heyday with a breakthrough campaign that said Damn Right Your Dad Drank It. Bottoms Up.