That’s why curd is the word (unfortunately) in this episode of “Can They Brand That?®” where our improvised creative challenge is a kid-friendly rebrand for the most polarizing snack out there: cottage cheese.
Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Introducing the Creative Challenge: Branding Cottage Cheese for Kids
00:16 Can They Brand That? Show Premise & Cottage Cheese Brands Analysis
00:52 Improvised Branding Brainstorm [Highlight Reel]: Ideating packaging, stunts, funny brand mascots, new product concepts, brand names, campaigns, taglines, and activations
Key Branding Ideas from This Episode:
- Reframe Identity, Not Product: Transforming cottage cheese from a dull food to a fun, energetic concept can sidestep its limitations. Ideas like mascots and playful packaging shift focus from texture to playfulness and convenience.
- Context Over Product Improvement: Placing cottage cheese in a sports or teen culture context changes perceptions. Concepts like edible tattoos and hidden surprises align the product with lifestyle aspirations.
- Form Factor Innovation: Turning cottage cheese into popsicles or snack tubes reframes it as a versatile treat, opening new markets and reducing focus on texture.
- Emotional and Cultural Branding: Using mascots and social sharing mechanics transforms cottage cheese into a social experience, making it a badge of identity.
- Narrative and Myth-Making: Storytelling elements like treasure hunts turn a bland product into an experience, shifting focus from the product to the emotional journey.
- Explore quirky marketing ideas, mascot concepts, and product innovations to make cottage cheese fun, tasty, and appealing for a younger demographic
- Introducing mascot Kurt, a curd-handed basketball player, and a bird mascot who loves curds
- Fun packaging ideas: squeeze tubes that turn into slap bracelets or collectible tokens
- Targeting teens with messaging about energy and hobbies, with secret or rebellious angles
- Innovating with frozen cottage cheese pops, inspired by TikTok trends, can create organic social sharing.
- Partnering with established snack brands for easier on-the-go consumption can help you reach new, established, and trusted audiences.
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.
#CottageCheeseBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing #GenAlphaMarketing #GenAlphaBranding
