Authenticity in Marketing: The Key to Unlocking Real Engagement

Let's talk about the New Years 'Surreal' cereal campaign, a slight maverick in the marketing world. This campaign is our poster child (see what we did there) for an unconventional truth: sometimes, raw and real trumps flawlessly polished.

(Image credit: SURREAL)

Being authentic isn't just about shedding the corporate mask. It's about creating stories that strike a chord, one people can have a ‘day to day’ understanding of. The 'Surreal' campaign, with its clip-art design, showcases the magnetic pull of a brand that dares to stand out. In fact, 86% of consumers believe authenticity is vital when deciding which brands they like and support, highlighting the appeal of genuine and relatable content.

Innovation in design isn't just a nice-to-have; it's a must-have. It's what sets you apart in an increasingly saturated digital marketplace. 'Surreal' is a testament to that - its offbeat strategy has made it ‘sticky’ already attracting a strong and positive reception online, proving that uniqueness is key to being remembered.

This speaks to a topic our founder Ben is constantly banging on about…authenticity. The ‘cant be bothered’ motif used in the campaign speaks to all of us in the first week of January. Mimicking Surreal's strategy of using real, relatable content can radically change how your brand resonates with its audience and drive loyalty.

(Image credit: SURREAL)

Let's not forget the power of personal stories. Weave them into your marketing like you're sharing a story down the pub. It's not just about attracting customers; it's about turning them into loyal fans and vocal advocates for your brand. The fact that 55% of consumers are more likely to buy a product if they love a brand's story underscores the importance of this.

In summary the 'Surreal' campaign is a masterclass in blending raw authenticity with innovative design. By adopting this approach, you're not just catching eyes; you're building brand legacy and fandom. Remember, in the world of marketing, sometimes straying from the path of polish and perfection reveals the most compelling and memorable stories. In 2024 brands that succeed will be those that cut through the digital noise with honest, meaningful perspectives.

Patrick Lambert


Entrepreneur, Presenter. Marketing, Web3, Cars, Property.

Currently working on uGen: Web3 social content platform

Ben Collins is a Creative Director 👑
Business Founder x 5 🚀
Loves nuts 🥜

Writes about entrepreneurship, marketing and the gym

Authenticity in Marketing: The Key to Unlocking Real Engagement

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