Tuesday, March 22, 2011

Why Humor Works In Branding

When it comes to branding there's many ways you can tackle finding the right identity for a product or company. Take Toyota's Sienna SE minivan. The model has been around for years, but in 2010 the car company decided to go in a different direction with their new and improved minivan. They injected humor into their new campaign by introducing the Sienna Family. The campaign consisted of print ads, a social media attack and a web series. Word spread faster than Charlie Sheen's dwindling fame. But the gem was the music video starring the Sienna family. Enjoy the Swagger Wagon below.

They kept modern families in mind and made them laugh and took away the badge of shame from the minivan. Needless to say, the campaign was a huge hit which translated into a 20% sales increase from the previous year. And although humor doesn't always work with all brands, this is an example that should make you think.

Happy Designing,

Dennis (aka tanoshiboy)

Do you have any other examples of where humor worked in a campaign or brand? Share some links and join the discussion.

Special thanks to Sarah Wu