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Today’s the day! 600 editions of DTC have landed in the inboxes of marketers around the world. Whether this is newsletter one or newsletter 600 for you, thank you for being here! ❤️
With that being said… WE NEED YOUR HELP.
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Here’s what you’ll find in today’s DTC:
🍹 Skinny Mixes celebrates their 15th brand anniversary by updating their packaging design. But is it a glow up or a glow down?
📸 We explain why Lofi content is all the rage and how some of the biggest brands like Nike and Zara are using this technique.
😂 And…see how Graza turned negative feedback into a hilarious TikTok video.
You’re reading this newsletter along with new subscribers from: Empress Athleticus, Brainfuse, and Renue The Label. 👋
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🤩 Why Lofi Images Are Taking Over
For years, the Pilothouse team has been preaching the importance of using Lofi and organic content in ads.
Why?
It's historically cheaper to run which allows your ad dollars to go further.
Organic ads feel native to the platform and, therefore, yield greater turns.
However, some brands are reluctant to run Lofi content.
Some say less polished-looking ads might cheapen the brand. However, many big brands now use Lofi as a staple in the post-click DTC space.
Here are a few Lofi examples:
This Nike ad could very well be a piece of UGC content. It shows off their kicks in a casual way while creating visual interest with a stunning Parisian backdrop.
Zara never shies away from experimenting with product photography and now they are also including more Lofi images in their image carousels so customers can picture them wearing the item in real life.
Why does Lofi work so well?
Because it's relatable and authentic.
Nowadays, people want to purchase from brands they are familiar with, and Lofi does just that.
By embracing Lofi aesthetics, brands can create more authentic connections with their audiences and increase engagement.
Take some pointers from the most well-known household brand names that have adopted the Lofi content across their brands and update your DTC brand.
🍹 Skinny Mixes Celebrates 15th Anniversary With Packaging Update
Jordan's Skinny Mixes just celebrated its 15th anniversary with a packaging upgrade!
The popular brand has grown tremendously in the past few years thanks to fans eagerly sharing their favorite mixes and recipes on TikTok using the hashtag #WaterTok.
By refreshing their packaging, they hope to make the product more modern-looking and desirable to the younger TikTok crowd while still retaining some of its signature design elements.
Here are the main design tweaks they made:
This change results in a cleaner, more contemporary appearance that aligns with current trends.
However, traces of the paint stroke can still be found on their website and in select products, albeit in a minimized form, striking a balance between their branding heritage and a current clean aesthetic.
The end product?
The new packaging design looks cleaner and less cluttered than the original label and uses simpler and more streamlined shapes, which appeals well to their target demographic.
🌐 IN THE SOCIAL SPHERE
The trendy olive oil brand Graza added potato chips to their product assortment but not without some negative reactions.
Customers complained that the bags were difficult to open.
Graza’s team was quick to respond by creating this video on TikTok demonstrating ways customers can open their chip bags.
Possible solutions?
Hitting it with a baseball bat, running it over with a bike, or rolling over it. 😂
⚡ QUICK HITS
💰 From leading eight-figure growth at OluKai to now nine-figure growth at Alpha Lion, meet Sarah Carusona. We’re bringing Sarah to DTC’s C-Suite Mastermind this September 18-19 to cover reliably scaling online and offline marketing channels. Get your ticket here!
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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