As marketers, we sometimes forget there are individuals behind the audience profiles, segments, demographics and other classifications we use for consumers. This can lead to marketing copy that’s out of touch and impersonal. In this day and age when brands engage with consumers through various channels, rather than hiding behind an 800 number, we need to make sure brand interactions are relatable, not robotic.
Our friends at Little Duck Organics embrace this idea and their copy reflects their audience. Here are a few lines from the back of their Tiny Fruits organic snack for kids:
Ever experience a toddler meltdown at the bank or while jamming some J. Biebs in your super sweet minivan? Mom. Dad. Aunt Becky. We’ve got your back. Not only are Tiny Fruits perfect for mealtime and snacktime, but they’re also awesome for thwarting any impending disaster with a sometimes temperamental toddler.
Little Duck created a brand voice that’s fun, hip and down to earth, rather than corporate.
This post originally appeared on the GY&K Marketing Innovation Blog. Continue reading here.