Emotional Campaigns That Changed the Game

If demographics were all that mattered, then King Charles and Ozzy Osbourne would be the same person. Both are British men, born in 1948, raised in the UK, married twice, wealthy, famous and living in castles. And yet, unless we’ve missed a particularly wild Buckingham Palace phase, they couldn’t be more different.

This is exactly why demographic-based marketing is crumbling. It's no longer good enough to define consumers by their age, gender or location - you’re missing the bigger picture. They’re shaped by their values, experiences and emotions, and the brands winning today aren’t the ones marketing to “males aged 35-50” - they’re the ones that make you feel.

Despite everything we have been told in the past, consumers don’t and never have fit into neat little boxes, and their purchasing decisions aren’t dictated by arbitrary labels. Instead, they align with brands that reflect their values, evoke strong emotions, or tap into shared cultural moments. Some of the most successful food and beverage brands understand this shift and are using polarising creativity - bold, emotional and sometimes divisive campaigns - to spark conversations, build loyalty and create a distinctive brand identity.

Here are some brands that have mastered this approach, proving that standing out often means taking a risk.

Surreal Cereal: The Underdog’s Playbook

Challenge:

The cereal aisle is a battleground dominated by industry giants like Kellogg’s and Nestlé, leaving little room for challenger brands. Health-focused cereals, in particular, have long suffered from an image problem - often seen as dull, bland, uninspired and lacking the nostalgia and fun of their sugar-laden competitors.

Approach:

Instead of following the conventional playbook, Surreal Cereal chose to flip the script with a Fake Celebrity campaign that played with perception and humor. Their ads featured ordinary people with famous names - Dwayne Johnson, Serena Williams and Michael Jordan - endorsing their cereal. The beauty of this campaign? The moment of confusion it created. Viewers initially assumed these celebrities were actually endorsing the brand, only to realise the playful bait-and-switch.

Beyond this, Surreal leaned into the cheeky underdog persona with direct, humorous comparisons to the biggest names in the industry. Their billboard campaign included lines like:

“Kellogg’s haven’t approved this ad. But we’re running it anyway.”

Rather than positioning themselves as “a healthy alternative,” they embraced their challenger status, taking on the cereal giants with wit, confidence and a self-aware rebelliousness.

Impact:

The Fake Celebrity campaign was an instant viral hit, racking up over 20 million organic views in just five days. It didn’t just sell cereal; it sold an attitude - one that consumers loved. Engagement skyrocketed, and Surreal positioned itself not just as another cereal brand, but as a cultural disruptor.

But what made this campaign so effective? It wasn’t just that it was funny - it was that it was divisive. Some people found it hilarious. Others were confused. Some weren’t sure if they liked it at all. And that’s the secret: when you create something that sparks a reaction, you create something people talk about.

This is the power of polarising creativity: It naturally alienates some people - but it speaks more powerfully to the people who matter most.

Heinz: The Power of Brand Obsession

Challenge:

After 150+ years, Heinz is more than just a food brand, it’s a cultural icon. But in a world of endless choices, how do you reinforce that emotional grip and make people actively choose Heinz over anything else?

Approach:

Rather than convincing people to love Heinz, they celebrated the obsession that already exists.

The “It Has to Be Heinz” campaign took real consumer behaviours: sneaking Heinz into restaurants, using it as a sushi dip, hoarding bottles like treasure, and turned them into storytelling gold. The brand’s message?

“Is it possible that you’re too obsessed? Nah.”

Heinz knew that when love runs this deep, logos aren’t needed. Their out-of-home ads featured nothing but classic Heinz pairings - fries, toast, pasta - all without a single brand name. Because when people see ketchup with fries, their brain already knows.

To take it even further, Heinz leaned into their superfans, the ones tattooing the logo on their bodies, by launching Heinz Tattoo Ink, a campaign showcasing real people branding themselves with Heinz, proving their love was more than skin deep.

Impact:

This wasn’t just another campaign - it was a declaration of brand love. Heinz reinforced its irreplaceable status without pushing a product or relying on traditional advertising tactics.

It didn’t sell ketchup - it sold belonging.

It didn’t tell people why Heinz is great - it showed them why they already believe it is.

It proved nostalgia isn’t just about the past - it’s an emotion you can tap into forever.

When your product is so deeply ingrained in people’s lives that they’ll tattoo it on their skin - and you can run an ad without even needing your logo - you don’t need to fight for attention. You already own it.

BrewDog & Aldi: From Brand War to Best Friends

Challenge:

Aldi, known for its cheeky “inspired-by” products, released a beer that bore a striking resemblance to BrewDog’s Punk IPA. BrewDog, known for its rebellious and bold marketing, had two options: fight it or have fun with it.

Approach:

Instead of sending a cease-and-desist letter, BrewDog responded with humor. They created “YALDI IPA,” a parody of Aldi’s branding and posted it on social media, tagging Aldi in the process.

Aldi fired back with equal wit, saying they’d consider stocking it if BrewDog actually made it. One thing led to another, and before anyone could say “brand rivalry” the two companies teamed up to create a new beer, stocked in Aldi stores.

Impact:

Their response was cheeky, rebellious, and exactly what their loyal fans expect from them. It reinforced their identity, making the brand feel real, human and consistent. That’s why BrewDog’s audience didn’t just laugh at the move - they loved it. This wasn’t just social media success, it was another example of why brands with a strong, unwavering personality build lasting loyalty.

The takeaway? Humour and self-awareness can turn potential conflicts into powerful brand building moments.

The Impact of Polarising Creativity

What do all these brands have in common? They weren’t afraid to take a stance. They didn’t try to appeal to everyone, instead they focused on making a connection with the right audience, even if it meant alienating others. This is the essence of polarising creativity. And in an overcrowded marketplace, taking a bold stance isn’t risky - it’s necessary.

Surreal, Heinz, and other bold brands understand a crucial truth: not all attention is equal, but the right kind of attention is invaluable.

Taking a stance, embracing humour, or launching a product that sparks debate might alienate some people, but it also creates die-hard fans. And die-hard fans don’t just buy from you, they advocate for you.

For marketers, the challenge is clear: Do you want to be universally acceptable, or do you want to be unforgettable?

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