Marketing in the news
The Ordinary campaign
In a more recent and unusual marketing move, The Ordinary, a skincare brand known for its affordable and simple products, launched a campaign where they sold eggs at a surprisingly low price, $3.37 per carton in fact. Referencing the recent surge in egg prices due to a unfortunate bird flu outbreak in New York City. This fun but yet socially relevant marketing tactic was a statement about affordability, taking the concept of "value" beyond skincare and into the broader context of consumers everyday lives.
The Ordinary’s decision to sell eggs at a low price was directly tied to the highly relevant and timely issue of rising food costs, particularly egg prices in New York City. The campaign wasn't just about skincare—it was a commentary on affordability and value in a time of rising consumer costs. The campaign also perfectly aligns with The Ordinary’s reputation for offering no-frills, affordable skincare products. By drilling into a widely recognized issue and adding a little bit of humor, the brand was able to make a memorable statement about its mission, to provide affordable, quality products. This move allowed the brand to stand out in an industry that is already competitive. In addition, instead of using traditional advertisements or influencer partnerships, The Ordinary opted for a random and attention-grabbing tactic, selling eggs. The ordinary's value proposition has the ability to produce high quality, science backed skincare products at prices that affordable for most consumers. Ordinary has pride on their transparency, making their products with simple ingredients that makes customers seek a skincare that isn't confusing and also cheap. I figured that that the marketing relevance in this campaign is about brand differentiation and crisis management. It shows how a brand can be relevant with issues we are dealing with right now, such as rising food costs. If I were in the Ordinary shoes as a manager of marketing I would say that this idea was risky but smart. The move made Ordinary more relevant in todays world, as well as this move was unique in a way as they sell skin care products, not eggs. Additionally, this approach was creative and the reason I say that this could have been risky is because it can alienate some customers who may not fully understand the humor. Overall, this campaign ended up reaching millions which is a thumbs up if I were a manager.
In all, I would say that this campaign taught me that the importance of timing, creativity, and relevance is key for marketing. Ordinary not only brought more customers but they are now a brand that has a wider social grasp.
https://www.thecut.com/article/why-is-the-ordinary-a-skin-care-brand-selling-eggs.html
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