By now, youâve probably at least heard of The White Lotus and Knives Out â if you havenât already binged on them
So, what has this got to do with the global retailer, MANGO?
They recently launched their holiday collaboration with the brand Simon Miller. At first glance, it looks like a typical brightly colored summer campaign on a boat, but subconsciously, it resonates with the fans of these shows because thereâs a level of kookiness and eeriness to it.
Before we go deeper into the analysis, watch the Mango x Simon Miller campaign video below:
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Here are just two examples in the campaign:
The campaign takes place on a chaos-filled boat, synonymous with both seasons of the White Lotus. The caption under the image above reads: âIt looks like an ordinary vacation, but there is a different feelingâŠâ. This could double as a tagline for the show and movie themselves.
Another example: here we have a more mature cast member, Mino Sassy, who ensures that ânot a year goes by without treating herself to a voyageâ. We see Jennifer Coolidgeâs character, an older woman just like Mino sparing no expense for her summer vacation in both seasons of The White Lotus.
Hereâs why it works so well.
By subtly referencing them, Mango is able to draw on and attract audiences that are familiar with and fond of them. This is a technique called invoking brand recall. This is something we try to include in all of our client campaigns, especially when weâre directing commercial ads.
The ability to recall something in marketing is when, a customer has seen a brand or items in one place (such as worn by a celebrity, influencer, or on a billboard), so by the time theyâre in-store or shopping online, they are more likely to buy from that specific brand because they (sub)consciously recognise it. Customers are more likely to buy because trust has already been built by referencing ideas and concepts they resonate with - without a brand like Mango having to pay millions in ÂŁs/$s for licensing exact text or imagery from film and TV.
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Itâs very similar to dating or forming a deep friendship
Now, this may not have been intentional by the Mango creative team, but itâs likely some of the visuals and ideas were inspired by these shows or at least on a company mood board out there somewhere. And it works.
Watch the video version of this blog:
@abxola marketing, mango, white lotus (&glass onion) watch the campaign video at the end and hmu for consulting #marketing#marketingstrategy #marketingagency #campaigns #mango #whitelotus #glassonion #simonmiller @mango @simonmillerusa #fyp #culture ⏠Renaissance (Main Title Theme) [from "The White Lotus: Season 2"] - Cristobal Tapia De Veer And thatâs it!
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