Salmon sperm (PDRN, aka Polynucleotide, to be exact) is the next big thing in anti-aging skincare, but no one is having any fun with the branding, even though the innovative product is primed for a comedic brand identity. Join us upstream as we live-brand this trending K-beauty ingredient making waves in the wellness world.
In this episode of “Can They Brand That?®”, Semiserious founders Allie LeFevere and Lyndsay Rush Sanders pitch brand strategies ranging from bold business names to humorous ad campaigns to viral mascots to a disruptive brand voice with the mouth of a sailor to rebranding wrinkles as “waves,”…all in 20 minutes with no script, no prep, and no edits.
It’s loads of fun and as spunk-y as you’d expect from the world’s first humor branding agency. Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Intro, Show Rundown, Best Friend Banter, and Discussing Today’s Branding Challenge: Can They Brand Salmon Sperm Skincare?
05:29 The Brainstorm Begins!
08:22 Building a PDRN Brand From Scratch: Discussing Target Audience and Brand Positioning, Ideating a Brand Identity, Brand Names, Taglines, Brand Voice, Messaging, Packaging Design, Visual Identity, Funny Campaigns, Stunts, Activations, Product Lines, and Marketing Strategies for Salmon Sperm Skincare
27:02 Mascot O’Clock [Funny Mascot Ideas]
37:22 Funded or Done-ded [Would this idea get funded? Should someone hire us to actually brand it?]
Key Branding Ideas from This Episode:
- The power of provocative brand names lies in their ability to combine shock value with humor to stand out in saturated markets.
- Playing with taboo or unexpected words creates memorable impressions that cut through the noise and invite curiosity.
- Hyper-specific, absurd product concepts defy consumer expectations and generate buzz by challenging traditional branding norms.
- Choosing an unconventional, even grotesque, ingredient or idea flips standard consumer preferences and makes the brand impossible to ignore.
- Metaphors generate visual and emotional associations that make the brand more intriguing and relatable.
- The integration of visual storytelling solidifies playful branding and creates a cohesive universe.
- Distinct visuals, especially nostalgic or humorous ones, make the brand instantly recognizable.
- Blending industry trends with absurd humor enables brands to engage audiences both through comedy and a sense of curiosity.
- Leveraging current trends within a humorous context lowers consumer resistance and sparks social sharing.
Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.
Say hi or snoop around:
🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That? show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/
ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.
#PDRNBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing
