Turning salt into a cult brand called Season
Anaita designs a fictional cult brand for salt named 'Season', using a double meaning around seasoning food and the four seasons, with mini portable packaging and seasonal product names like Summer Salt and Winter Salt. She proposes a Margarita activation launch and a flavour partnership with Gelato Messina to disrupt a boring product category.
The lessons
Pick a brand name with a double meaning that's easy to remember and instantly differentiates you.
Package everyday products in portable, convenient formats to solve a real daily annoyance.
Launch with an experiential activation that lets people physically interact with the product.
Partner with a well-known food brand to co-create flavours and borrow their audience.
Transcript
Let's create a cult brand out of a boring product. Today we're going with salt. The first thing that I would do is come up with a name. Now the name needs to have three key thing, needs to be easy to remember, can't have regular spelling and it also has to have a double meaning.
For my salt brand, I'm calling it a season, which is a play on seasoning your food, but also the Four Seasons. I would focus on it being in these mini packaging containers so you can easily put it in your bag. I know that I'm always asking for extra chilli or salt when I go to restaurants and this would be so easy to use. I would call the products after the season.
So this one here would be called summer salt and this is winter salt, which would be more of a smoky ever to launch, I would have a Margarita activation that was super aesthetic and all the drinks have a seasoned salt rim and people can choose which salt they want. A really cool partnership that I would do is with gelato Messina and I'd come up with salt inspired flavours like Smoky Maple Crunch and Summer Sea Salt Caramel. I feel like this boring product category is so right for disruption and this could turn into a cult brand very quickly.
