A Wren Says

This is what just happened to me. I was casually watching a YouTube video, when an ad started playing. I thought, “Wait, is that Zac Efron?” Then I noticed the ad was for a brand raising money for bear population protection. It was Kodiak Camp. Next thing I knew, I was clicking on the site, mulling over whether or not I was going to buy a cooler, before I realized I certainly do not need an 85 can cooler. And then I realized that this was an ad put together by Kodiak Cakes, known for its higher protein flapjack and waffle mixes. I explored the website, not realizing their product could be used for recipes other than waffles.

There is something to that. Even though the ad had nothing to do with their core products nor featured key branding, it got me thinking about them in a different way. For starters, it pairs the brand with a cause that feels true to it (protection of the grizzly population) given its start and very visible bear mascot. It also pivoted my image of the brand. I only knew of the brand from how fitness community speaks of it, with a focus on the higher protein level in the mix. Instead, I got an image of a brand associated with the outdoors and hiking and great adventures.

Even though a tribute to the outdoors it is definitely in their branding, my image of them was shaped by word of mouth from consumers of the brand who may never have been in their intended target market. I suppose this is a good example of how a brand’s image can be shaped by factors it has no control over. Luckily for Kodiak Cakes, I had a positive association, but that is not always the case.

If you are curious about Kodiak Cakes and their collaboration with Vital Ground Foundation to increase efforts to protect and restore grizzly bear populations, you can go here. Or just watch the same ad I did.