How challenger brands can stand out with fewer marketing swings

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Last year, Emerald Nuts launched its first ad campaign in years that included a 30-second national TV ad filmed at a baseball stadium in Texas. A pair of Western-clad vocalists sang "Take Me Out to the Ball Game" during the seventh inning stretch. The singer eating Emerald Nuts got the song right, while the other, eating generic nuts, sang nonsensical lyrics to a confused crowd.

The ad compared the "nonsense in life" to the nonsense in the salty nuts category, and that "Emerald was coming in over the top of that," said Dan Eisenberg, CMO at Blue Chip, a Chicago-based independent brand commerce agency.

Emerald is among the packaged goods challenger brands that Blue Chip has collaborated with over the years. These are mid-market and smaller brands with limited marketing budgets, but that have to compete against large corporate-owned or established brands with deeper pockets.

For challenging brands especially, it's crucial that the precious money spent on marketing builds awareness in a way that differentiates a brand from its competitor

Fuente original: Yahoo Finance (https://finance.yahoo.com/media-advertising/articles/challenger-brands-stand-fewer-marketing-094000051.html)