Laughter strengthens emotional connections to events, people, and brands, making these moments easier to recall and more vivid in detail. Oracle found that 90% of consumers are more likely to recall a product or brand associated with humor, 72% would choose a humorous brand over their competition, and 80% are more likely to buy again if the brand is funny. And the leading platform changing how comedy is viewed today is TikTok, with numerous stand-up comedians, skit creators, and mini-movie makers all getting their start on social media.
International Delight needed to drive awareness of their seasonal and classic flavors in a way that authentically reflected the brand’s fun personality, so we took these insights and leaned into comedy, creating stellar creator content that both educated and entertained.
Specific goals included:
International Delight believes coffee should be flavorful and fun, so our plan of action was to lean into the humor of the brand by working with comedy creators to take on their “enemy:” plain coffee.
First, we identified leading social-first comedy creators. Then, we inspired them to incorporate International Delight into social-first skit content that delivered on key brand messages, such as, “you can be your own barista,” “if you hate plain coffee, you’re not alone,” and “plain coffee is canceled.”
We empowered creators to tap into their unique and authentic comedy styles, such as leveraging VFX effects, filming movie trailers, making news announcements, or playing multiple characters via low-fi costume changes, all while keeping our product and brand messages front and center.
Taking on the “enemy” of plain coffee was no small feat, and we knew we needed to entertain and educate on what flavors were available, how to use the product, and how it tasted. We successfully broke through the “sea of sameness” on social media, driving awareness to International Delight and their seasonal and classic flavors.
The campaign ultimately exceeded all expectations and benchmarks, proving that laughter really is the best medicine, and the best way to drive awareness and engage an online community.
We delivered:
All while utilizing only 80% of the previous year’s budget!
One of our favorite parts of the campaign was seeing the comments roll in, proving in real time that we were growing awareness of International Delight and the campaign was a huge success:
