An unplanned road trip from Philadelphia to Indianapolis this summer is the inspiration for the brands I’m loving this month.
We left early one morning to make the 10-hour trip to a cousin’s funeral. A half of the journey was spent making the diagonal across Pennsylvania. As the I-76 offers few towns to help travelers mark their progress, so I entertained myself by observing a few traveler-friendly brands:
SLIM JIMS: For anyone who’s spent time in Small-town, USA, this brand has been a source of on-the-go protein between two well-distanced destinations - towns or meals, I mean. Their latest ads target Millennial men but judging from social media engagement, Slim Jim draws much wider than this audience with its easy but clever humor and tagline, “Snap into a Slim Jim.” Watch and laugh:
STARBUCKS: Anyone who has spent time with me, knows that I never say no to a chai tea latte from this trusted brand. On this long trip, Starbucks became a beacon of hospitality allowing us to rest and indulge in a yummy beverage. They limit the food options along the highways but they’re still the best bet for healthy lunch sandwiches. We benefited from Starbucks latest expansion strategy that includes increasing drive-throughs and lunch and dinner options. The last time, they closed as many as 600 stores. This time, the company seems to have it right with store formats, product mix and locations making life convenient for its city-dwellers even when we hit the road. I found this video where Howard Schultz, their CEO, says a key learning is that growth is not a strategy, it is an outcome.
SUBARU: A road trip with a 5 year old boy usually entails some conversation on car brands and my son kept us on our toes behaving like Jeopardy’s Alex Trebek. On this trip we engaged in a Subaru-spotting game. This brand was on our shortlist of cars because it’s one of a few that offered standing room for our two 80lbs dogs. Coincidently their most watched ad features a dog couple, the Barkley's and their adorable pups. And you may recall this year’s heart-warming Super Bowl ad. For it’s 2017 Legacy ad, Subaru has shifted creative strategies, finding a smart way to connect functional positioning as longest-lasting car with emotional family insights about a little boy.
What brands are you’re loving now?
Disclaimer: This is our own (positive) opinion and does not necessarily reflect those of the brands mentioned.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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