The Case For Quirky Brands

A recent New York Times article about a beautiful new Hendrick’s Gin website - the Curiositorium - got us thinking about brands that differentiate themselves by playing up their more curious, or quirky sides. With a proclamation like “it’s not for everyone”, Hendrick’s is not trying to appeal to the masses, but appears to embrace that its flavor profile might be more compelling to a select portion of the population than, say, vodka drinkers. The website and corresponding social media campaign celebrates its curious history and other unusual items.

Hendricks got us thinking about some other brands that appear to be embracing and celebrating their quirks to generate – and tell a story behind – curiosity. It doesn’t hurt that at least a couple  of these brands and their agencies are being awarded for it:

• Silly Bandz – banned by some schools, but sales still booming
• Sony has brought out a video streaming service named Qriocity, pronounced “curiosity.”
• Orcon Broadband, “Together Incredible”: with Iggy Pop as the face of the campaign, it became a Cannes Lions winner this week
• LEGO Click: embracing whimsy and the nearly obsessive love from its hard core fans
• Diesel’s “Be Stupid”: with the Outdoor campaign developed by Anomaly as a recent Grand Prix winner at Cannes

New York Times: The ‘Curious’ Case of Gin