Tyrells: Chips (or Crisps), Depending Upon Where You Live

March 14 2014

The other day I went to the grocery store in search of a delicious salty snack. A photo of a group of little old ladies caught my eye, and I knew I had found what I was looking for: Tyrrells English Chips (or Crisps for you Brits). The chips were absolutely delicious. In this case, the packaging was witty and effective in differentiating the product, and definitely pulled me in.


via

The company was running a promotion that was featured on the bag that I decided to enter (more on that later), and after a quick google search, I found that they had two different websites, one for their US customers (tyrrellschips.com), and one for their UK consumers (tyrrellscrisps.co.uk). While the sites have the same look and feel, I could see a slight difference in the language, which makes sense given that the UK and the US are two countries separated by a common and similar language! The UK product offerings are far more extensive, offering a wider variety of flavors like Sunday Best Roast Chicken and Naked. The brand’s witty, playful voice comes across in the flavor naming and design, which is very effective (note that I bought the first time I encountered the chip = 100% success for the brand). Having a more extensive product line in the UK makes sense considering that Tyrells is well-known in Britain, and the UK is their main market.


left & right

The US and UK sites do share a few promotions, such as a Facebook potato sack race game and caption contest, but the “big-ticket” promos differ vastly. In the US, you can enter to win a Cambridge Satchel. This style of bag has been very popular this past year in the fashion industry in the US (and still is). It is a slice of traditional English design that is still very much in vogue with the younger crowd. The bag design is a play between modern and vintage, and it works well with the Tyrrells brand voice and aesthetic.

The UK promo is quite different, and very quirky. You can win prizes like “A Monkey’s Uncle”, “A Pack of Lies” or “Inappropriate Trousers”—the actual prize being £25,000, but of course, if you’d prefer an awkward head massage, they’d be happy to oblige. The UK promo really emphasizes Tyrell’s humorous voice to a degree that a caption contest cannot capture, and as an established brand in the UK they can run an almost snarky promotion. This type of oddball promo might not fly yet America because their audience here does not know them well enough. I’m going to track them to see how they promote in the US in the future.

The takeaway? When marketing and communicating your brand in different markets, like Tyrrells, it’s likely that you will want to shade your marketing and communications to target and engage your specific audiences based on the culture and country. Your approach to marketing your brand is unlikely to be monolithic, whether you are selling a service, product, or company.

Brand Meld: Fashion at its best, and most curious

August 14 2013

What happens when you have two brilliant designers with similar sensibilities, one who has rarely made a misstep in his storied career, and the other a rebellious, self-destructive genius? Obviously, you put the two of them together, mix it up, and come out with some extraordinary, unbelievably desirable evening wear.

                                  Images via www.thefashionspot.com and www.winterbellskw.files.wordpress.com

John Galliano and Oscar de La Renta are both about all-out glamour, both with a deep understanding of what makes a woman look and feel like Rita Hayworth or Ava Gardner. Galliano has always been more subversive, dark, and gothic than de la Renta, but the clothes that come out of the melding of his dark and light attributes are always spectacular, modern and yet with a deep reverence and knowledge of the past. His evening gowns can be theatrical – theatre married with the Duchess of Devonshire married with a sex club in some dark corner of the world.

De La Renta, on the other hand, has always called upon his Latin roots and love of women to inform his designs. He lives in the same sophisticated, refined world as the women he sells to – socialites around the world, women who want to look feminine and desirable. His work is meticulously adorned and often filled with a color and fire not frequently seen at the highest levels of haute couture.

De la Renta always claims that he won’t retire, but now in his 80s, he needs to plan for the future of his brand. The whole fashion industry has waited to see what would happen after Galliano’s try-out earlier this year, as at their roots, these two designers have a tremendous amount of crossover in their brand sensibilities. Fashion is the best place to study how brands are constructed and maintained, and in this regard, de la Renta would be making a smart move for his brand legacy and its ability to survive. Galliano will take the de la Renta brand and sex it up in a darker way, but he has the same understanding of how fantastic a woman feels when she is dressed, and desired, like a goddess.

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Deliverance Delivers: Building a Sustainable Food Brand

August 09 2013

Last night I was sitting and eating with some friends at Pizza Express in London. It was much better than it sounds, as many restaurants in the UK are part of chains (or chainlets) actually serve fresh, locally sourced food. Anyway. A delivery moped passed the window from deliverance.co.uk, painted in red, with beautifully modern typography. First of all, the name is so smart, a great play on words that references the biblical ways in which food delivers us. The offering itself is unlike anything that I know of in NYC. Incredibly high-quality food cooked to order and delivered to your door. It's a modern version of a personal chef.

This brand is very well managed. Like many British companies, they focus on the provenance of their food sources, naming the family farms and butchers with a Royal seal of approval, purveyors to the Crown. Given that London is a wide, horizontal city where it takes hours to run an errand in Central London, communities tend to focus around the local High Street. That High Street will have Indian, Arab, and Thai restaurants plus a few pubs with gastro pub aspirations. At the same time, Brits tend to lavish lots of love and care on their homes, are very social, and just like their American counterparts, are working too hard. So Deliverance has filled a hole in the market.

It's a branding and marketing rule that the first one successfully out of the gate with a new offering will own 50% of the market. In London, you can get your food delivered from the supermarket, from a shop that stocks only frozen ready meals, like Cooks, or from you local pizza place. It seems to me that Deliverance is delivering on their name, and their service, which is another factor in building and maintaining a brand: credibility. As they've been around for 15 years, they are sustainable, credible and differentiated, the three hallmarks of brands that are set up for long-term success. New York foodies, take note!

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