Sometimes marketing can be really boring.

Although some kind of seriousness is required in certain sectors (think about banks for instance) in others there is really no need to take it all so seriously. I reported here over an -in my mind- unsuccessful attempt by Crédit Agricole, to break with the “codes” of the banking industry. In crisis time (especially when banks are one of the rootcauses) consumers are definitely not looking for fancy things and try to reassure themselves with low-risk signals.

In other industries however, marketeers may be well inspired to break the codes and add a touch of fun to their all-to-serious strategies. Countless companies in the IT, FMCG, hospitality, … sectors are much too serious (not to say boring to death) and I found the below example to be very refreshing and inspiring.

Loyalty cards are all the same and usually bear your name, surname, enrollment date in the program and tiny letters sometimes a disclaimer or the terms and conditions or actually any other useless piece of information. Guapa is a Brussels-based company which sells fresh made-on-order smoothies. The company is positioned as a provider of fresh and healthy food (which is translated in their visual communication) and wants to make health conscientiousness an easy task for everyone. Easy means also fun and their loyalty card reflects this very well as every purchase is accompanied with a funny and unique message.

My take:

Definitely well done. I love to be surprised and life deserves also to be fun … sometimes.