The opening line of the post sums it up:
“Not many brands ‘get’ the youth market; they’re either too in-your-face, or try too hard to be ‘down with the kids’.”
Some brands do get it right though, as demonstrated by a recent partnership between Burger King and a Singaporean fashion brand, Flesh Imp.
Flesh Imp have designed a range of items as part of the tie-up, including some great T-shirts and headwear, and have implemented some engaging in-store activity too.
The result feels very natural: a hint of self-deprecating irony from both brands builds their respective personalities by showing that neither takes itself too seriously.
Nicholas at Flesh Imp gave me a bit of background to the whole collaboration, but it’s probably easiest to let some pictures from the brand’s flickr tell the story instead:
‘King’ playing card T
T-shirts come packed in great ‘take-away’ boxes
The window dressing at the chain’s flagship store
‘King’ T close up
Have it your way…
Limited edition headwear
Here’s your order
The brand has put together a great Facebook profile that shows more of the collaboration:
[click image to enlarge]
The whole tie-up fits nicely with the global BK Studio initiative – something that Flesh Imp have helped the brand with before:
BK isn’t the only multinational brand that Flesh Imp has collaborated with though.
This clip gives a taste of some great work they produced on behalf of Coke Zero, again in Singapore:
They did a great line for the Transformers movie too:
Flesh Imp 3D Transformers T
The magic ingredient that makes all these tie-ups work is authenticity: Flesh Imp manages to find an overlap in relevance between these large brands’ positionings and its own irreverent personality.
There’s a similarity to the Adidas Originals approach:
The difference is that Flesh Imp creates success for partner brands as well as its own, connecting them with a more cynical, younger audience.
As Nicholas pointed out, how many ad agencies could achieve that kind of impact?
As Ruby might say… Nice.