KEGS FOR PREGS has been buzzing around this site [ed note: this was originally posted to LinkedIn], so I thought I'd chime in with a few thoughts… because I love brilliant creative like this, and can't stand the discourse around it.
The campaign is so fun and so clever. It's just a flat out great idea, executed flawlessly. But leaders see great work like this and then ask the wrong question.
Step 1: Awesome campaign comes out
Step 2: Boss asks team "WHAT'S OUR KEGS FOR PREGS?"
Step 3: Boss and team come up with a bunch of ideas, none of which are as smart or effective as KEGS FOR PREGS
I don't know what your specific path to winning is, but I am certain of what it is not: trying to out-creative this creative.
Your team won't do better than this... AI won't do better than this... The agency you're paying bags to won't do better than this… I won't... Don Draper won’t… you get it.
I love when great work like this makes the rounds, because it gives strategist dorks like me a chance to make the case for a more valuable question leaders *should* be asking.
KEGS FOR PREGS is effective because Liquid Death has earned the right to be this bold... like - and go with me here - Radiohead going off the rails (in a good way) with "Paranoid Android" by first finding success with the straight-forward pop bop "Creep"... *NOT* by being incredibly clever, but by being incredibly clear, and methodically disciplined about maintaining that clarity.
The question leaders *should* be asking when they see something like this is: "how does our brand earn the right to get away with something this bold?"
Well, I'll tell ya... with a relevant but high-level, vague yet actionable list, because you LinkedIn freaks love relevant but high-level, vague yet actionable lists!
🐿️ Deeply understanding and continually measuring your audience's *actual* needs, not just their demo
🚜 Prioritizing clarity over cleverness
🎛️ Creating opportunities to building genuine connections that earn loyalty
🧤 Showing up consistently, even (especially!) when immediate metrics aren't impressive
Pick your lame, overused platitude:
✴️ "Brand is compound interest! Small consistency adds up to a big payoff over time!”
💥 "Brand is going to the gym! It sucks in the moment to go, but you'll get results!"
Unfortunately they are overused platitudes because they are true. Your brand earns the right to be this bold through the methodical, boring, deliberate, trust-building stuff that industry award committees ignore.
And so with that, I'll end by sharing a sentence that Claude recommended as a strong closer because "it elegantly summarizes your core argument and helps make an abstract marketing concept more concrete and memorable."
*clears throat*
The tortoise doesn't win by suddenly growing spectacular plumage. It wins by understanding that the race rewards persistence over spectacle.
- JMO
#HereToHelp #HustleAndGrind #MambaMentality #AgencyLyfe #IHateThisPlace #ButMyWifeIsSoGoodAtThese #TheWorkIsMysteriousAndImportant
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