It was the contrasts and parallels between our studio and the hoodwinking swagger of advertising agencies in the 1960’s (as seen in my recent Madmen DVD super-sessions) that got me thinking. Granted it is a work of fiction and we are design studio / Stirling Cooper an Ad agency. And yes, their pitches only last 5 minutes ending gloriously in a clear victory or disaster, with whiskey flowing freely from 10am onwards, but there is something real and relevant I noticed about the decision presented to brand communicators both back there on Madison Avenue in the 1960’s and today: Should your brand make an alluring promise to consumers, or can it only ever showcase an appealing alternative? Can brands dictate desire, or are consumers the true holders of power who just want to be respected.

We encountered this question recently whilst developing an identity for a reusable take away coffee cup. The client’s idea was extremely smart, sustainable and had global potential, so we were excited by the possibilities from the first meeting. The only barrier to world domination we identified was that consumers/cafes had to be prepared to make a change to their daily habits, in return for the collective environmental good. We were engaging an audience to enact behavioural change.

Whilst the market potential was massive, the project resources were modest. We needed a plan to do a lot with a little, so we had to take the audience on a journey. There were two possible strategies we identified to win over the sceptics and rally the enthusiasts:

1. Make an alluring promise. Embellish the product with a cool, craze-worthy concept that would sell it as a must-have lifestyle accessory, sweeping the world like the iPod
2. Offer consumers a simple alternative. Play it cool and slide below the mainstream radar, spreading by stealth via a wave of social awareness

As a totally new product category there were no real direct competitors to study so many long client meetings were required to flesh out a strategy. In the end it was also the practical considerations that helped illuminate the path ahead. Right away we knew the name had to do several things that we non-negotiable:

1. Fit easily into the ordering sentence – i.e. “ Long Black in a …….. please”. Which we decided should make it ideally two syllables, or three at most.
2. Sound catchy and memorable
3. Communicate the idea of the product (we knew cafes would be on a short fuse if it was too tricky and required explanation to sell)

So there we had it. KeepCup. More than just a name, it was a set of instructions. “Keep (your) Cup”. If they could grasp that concept we are almost there.

Our instincts were leading us towards a brand that would makes it’s mark through honesty and a lack of pretence. There would be no gimmicks or coolisms. The client confirmed the market was responsive to the direction; we were on the right path.

From that point we had a unique positioning and the system began to take shape, informed by a communications strategy, which in turn was supported by some impressive environmental facts. We then developed a friendly, hand drawn custom type treatment, colouring it in a soft mid green and complimentary neutral shade, subtly highlighting the environmental cause behind the product. These elements came together nicely when we started to put together the website.

At this point it became clear that the campaign would be defined by it’s many facets. The visual language expanded to include a functional illustrative style and a playful, type-driven advertising style and all parties were now comfortable that we had given rise to a unique and fitting identity. 6 months past the launch, the market seems to agree with 60,000 units sold so far in Australia and the brand now on it’s way to the US, UK and Europe.

So going back to the bigger question of whether a brand should make an alluring promise or just offer a compelling alternative, for this project the answer was strongly towards the compelling alternative side. Supporting the case, the growing KeepCup supporter base were Twitter/Facebook enthusiasts, willing and able to shoot down anything with the slightest hint of hoodwink in less than ten seconds.

Can brands actually dictate consumer desires in todays environment? I think the jury is still out on that one. I’ll gather some more thoughts when series three comes out on DVD and get back to you.