Recent events have stirred up exciting changes in the branding landscape.
From Lil Jon’s playful twist on a classic hit to Erewhon’s luxury apparel debut and Hostess’ fresh branding after nearly twenty years, there’s plenty to talk about.
Here’s a closer look at these noteworthy updates.
Lil Jon’s Humorous Comeback
This week, the rapper Lil Jon has made headlines with a creative spin on his iconic hit “Get Low.” In a surprising departure from its original theme, the new track, dubbed “Get Low #2,” leans into bathroom humor.
This reimagined version serves as part of a marketing push for Cologuard, a home testing kit designed for colon cancer screening.
The cheeky lyrics not only entertain but also offer playful guidance on how to complete a sample for testing.
This innovative approach to advertising cleverly invites listeners to connect directly to the product’s purpose.
Given Lil Jon’s appeal to an audience aged 45 and up—precisely the demographic that the American Cancer Society advises to consider regular screenings—this partnership is both strategic and timely.
The catchy tune has already sparked substantial buzz online, racking up nearly a million views shortly after its launch, all despite Cologuard’s modest social media presence.
Erewhon’s Couture for Wellness Enthusiasts
In a different corner of the branding world, Erewhon, the upscale grocer known for its extravagant health foods, has just rolled out a chic clothing line that includes a notably pricey $335 sweatsuit.
This new venture is a natural extension of their brand, which has previously captivated customers with $20 smoothies and $40 jars of sea moss.
The collection features a range of essentials like zip-up hoodies, crewnecks, and sweatpants, all adorned with trendy names like “chaga” and “coconut.” Each piece is crafted from a blend of organic cotton, which the brand argues justifies its lavish price tag.
With bold branding prominently displayed on the garments, Erewhon seeks to transform its image from just a grocery store to a comprehensive lifestyle brand.
This ambition mirrors movements in the wellness space, as seen with Sweetgreen’s own merchandise efforts.
While the latest collection certainly makes a statement, past designs from Erewhon have leaned into more visually appealing aesthetics, using vintage fonts and colors.
Hostess Refreshes its Identity
In a major shift, beloved snack brand Hostess has unveiled a fresh logo and new packaging for its iconic products, including Twinkies, Zingers, and Ding Dongs.
This marks the first significant redesign in almost twenty years, demonstrating a commitment to staying relevant in today’s market.
The revamped logo ditches the dated drop shadows and gradients of the old design, opting instead for a sleek, contemporary font.
A new border element symbolizes the light and fluffy nature of Hostess treats, enhancing the overall look.
This update not only modernizes the brand but also retains its fun essence and signature colors, particularly the heart emblem that has become synonymous with Hostess.
This initiative is crucial as the brand looks to bolster its sales, which have seen a decline since its acquisition by J.M. Smucker Co. last year.
With these updates, Lil Jon, Erewhon, and Hostess are proving that a fresh perspective can breathe new life into established brands, each in their unique way.
Source: Fastcompany