Few companies would be so bold as to brand a product as "ugly," but this is exactly what Ugly founders Hugh Thomas and Joe Benn did for their line of flavored water drinks.
The pair found themselves fed up with products that claim to have the power to make your life better, dressed up in attractive packaging that actually hides harmful ingredients. Ugly flavored water was designed to stand out in a saturated market, pitting itself against these kinds of products by proving it has nothing to hide. To make this distinction clear, Ugly is branded as an "unsweet water" that is only flavored by natural ingredients.
Although Ugly's products are packaged in a pleasing way, the self-aware, transparent marketing tactics will speak to consumers who want to bond with brands that also reject the status quo.
Candid Water Branding
Ugly's Flavored Water Drinks are Branded to Show It Has Nothing to Hide
Trend Themes
1. Transparent Branding - Branding products with transparency, honesty, and authentic promises, can create an instant connection with consumers who seek genuine products.
2. Anti-advertising - Consumers prefer products with a more honest and genuine approach to advertising, showcasing authentic branding and product messaging over flashy ads and false promises.
3. Natural Flavors - Brands that focus on natural, organic, and simple ingredients are becoming more attractive as the public becomes more health-conscious, providing a prime opportunity for natural flavors in the beverage industry.
Industry Implications
1. Beverage Industry - Creating a unique branding experience that promotes natural, health-conscious alternatives can disrupt the beverage industry.
2. Marketing Industry - Marketing, advertising, and PR firms can capitalize on the trend of transparent branding by promoting genuine and honest messages of their client’s products.
3. Health Food Industry - The natural and organic food and beverage industries can thrive by emphasizing their commitment to producing healthier products that are honest about ingredients and sourcing.