Early on ad agency Strawberry Frog jumped on the smart positioning of creating cultural movements. As someone steeped in the strategy business, I understand how powerful movement ethos can be. Movements are easy to talk about and aspire to, not so easy to create.
Sales of flat bottled water grew last year by 11% according to Beverage Digest. Sales of sparkling water, sans sweeteners, grew 20%. If you are in the carbonated soft drink (CSD) market, you are smart to see that double digit growth as a movement. A healthier-for-you consumer push. Look at year-over-year store register receipts at McDonalds for further evidence.
Scott Goodson, founder of Strawberry Frog was prescient, with his movement positioning. He knew advertising, done well, can spark a movement. But he really understood it is not the best way to do it and he saw social media coming.
One of my Social Media Guard Rails is “Don’t Sell.” Advertising can’t help itself. It has to sell. Social media, done poorly, also asks for the order. But social media with a consumer-biased motivation — with an organized, well-plotted field of persuasion is a movement waiting for a place to happen. And if you support the movement with not too heavy handed advertising – making it easier for consumers to participate – you have a win. And a new agency revenue model. Peace!
