The rise of weird: Why FMCG brands are ditching safe.

More FMCG brands are starting to embrace something a bit different: Weird.

Not weird for the sake of it. Weird that makes people stop, smile and actually remember the brand.

People Remember the Unexpected

Think about the adverts you've talked about recently. Chances are, they weren't the ones that simply listed product benefits. They were the ones that made you laugh, surprised you or made you think, "What did I just watch?"

That's the power of doing something unexpected.

Rubicon's Big Flavour Behaviour

A great example is Rubicon's Big Flavour Behaviour campaign.

Rather than just telling people its drinks have big flavours, Rubicon has turned that idea into a whole brand personality. It's bold, colourful and a little bit surreal. Exactly the kind of creative approach that makes people take notice.

The important thing is that it works because it feels right for the brand. It's not random. It's built around what Rubicon stands for: Big flavours and a big personality.

That's when weird works best.

Don't Be Afraid to Do Something

One of the biggest challenges in marketing is that brands often become too afraid to make a mistake.

Ideas get watered down. Campaigns go through endless rounds of approval. The thing that made the idea interesting in the first place slowly disappears.

Of course, creativity needs strategy, but brands also need the confidence to take a risk.

Sometimes you just have to back the idea and do it.

The campaigns people remember are rarely the ones where everyone played it safe. They're the ones where someone had the courage to try something different.

Because in a world full of noise, being a little unexpected might be exactly what makes your brand stand out.