The old joke when expanding a brand’s logo outside of the product was always ‘throw it on a tote.’ But by the time you have 8 free giveaway totes in your closet, do you really need another? Gone are branded coffee cups. Mouse pads are dead to me. Brands have started to think outside the box…
Enter stage left the merger between CPG / FMCG and.. wait for it… fashion. The merchification of brands is one of the more humorous trends we’ve seen evolve in the last year. From Oscar Mayer to Panera, from Burger King to SunnyD, brands across the US are creating their own range of craveable, and crucially, WEARABLE fashion lines.
It’s important to note what kind of fashion we’re talking about here. Streetwear was always subversive in its origins, but has come to the fore in the last few decades. And as an advertising tactic for CPG / FMCG brands, it’s equally as subversive today. Notably, it puts the power of writing a new narrative, a new style, a new interpretation of the brand directly with the consumer. The brand is in their hands, rather than a more dictatorial space of billboards or conventional ad campaigns.