Yesterday I posted about high-flying Oatly and the tagline “It’s like milk but made for humans.” I said I wasn’t a fan of the line. One reason being it identified the target as all of humanity rather attempting to carve out a special segment most likely to partake — thereby creating a bit of a tribe. Well, last night I watched a Neutrogena commercial with a similarly crafted tagline: “Neutrogena, for people with skin.” Doh!
This one wins. Though it offers a bit of a smile, it massifies the target into an amorphous blob of consumers. No one is special. No one is unique. None share a reason for buying Neutrogena.
Branding is about creating differentiation. It’s about consumers identifying products as different.
Imagine a brand planner trying to do customer journey work for people with skin. Step 1. You wake up in the morning. Step 8. You go to bed.
Neutrogena and Oatly have created taglines meant to be fun and humorous. But, sadly, that’s the creative people talking not the strategy people.