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This Brand Speaks Only Truth, No Sugarcoating!
Market fears this brand that's spilling truth nuts out!
Radhika Agarwal
February 05, 2024
Hello tribe!
Last week was wholesome as I did a few things I love. Not that it matters directly to weekly case-studies I write here. I’m only hoping to build a human connection with you guys & also maybe inspire you into one of these activities.
I overcame snoozing & did workout 4X times with my fav Cult home
I sun bathed almost every morning (Call it a millennial’s attempt to bond with Mother Nature).
I planned to draft this newsletter on Sunday, but failed coz social life happened.
This week, I’m diving deep into my all-time favourite Indian brand. I've been repping it to every human I know, like I’m getting paid to do it. Read further to know what’s so amazing about it & how I actually applied it’s strategies, in one of my client’s brand.
Buckle up! You'll thank me later for this muse. 🚀
Before we dive, check out blanq’s latest unique 3D billboard campaign
Meet …..The Whole Truth, one of the most honest brands you’ll find in Indian market!
The name chosen by the team is everything exactly they stand for. Read below.
Their vision 🔽
Get consumers to choose right product by revealing the whole truth of the market.
The best part is how it reflects to their marketing strategy 🔽
Pick any topic related to health, food. Always tell the truth about it.
“Our purpose is simple. We make food so clean, we can proudly declare every single ingredient that goes into it, upfront. And we can speak the whole truth, because we have #nothingtohide.”
THE BEST PART! Their crazy branding & marketing strategies 🔽
Earlier their brand name was ‘and nothing else’. When they said they wanted to build a brand on truth, keeping the brand name ‘& nothing else’, was a gutsy & rewarding move. The copy on their packaging before looked like:
A
list
of
their
products
and nothing else.
You need no agency for this. You need simple creativity. Nothing too complex.
Their current brand ‘The Whole Truth’ has aced the brand identity game. i.e. visuals that communicates the brand message without explaining it.
Both names came from “nothing but the whole truth” sentence. SMARRRRT!
They named it ‘the truth’ & then went on to add ‘whole’ with a pen stroke which made it seem natural. No off topic. Most effective.
When they changed the name to' ‘The Whole Truth’, naturally, their packaging changed, but the vision remained the same. Their current product packaging looks like 🔽🔽🔽
Describing the whole truth about their ingredients on the front side of label itself
Some instances where you can’t stop loving them!
Honest communication & snarky digs at popular brands. Fun. Consumers love promoting it.
No space under-utilised. Even their box copy which is ignored by everyone else, is interactive.
Their backside product label. Really different from what we’ve grown up seeing. Basic Math.
Truth along with a little naughty!*
TBH, even their disclaimers are attractive
The copywriter deserves lifetime free access to their cocoa bars.
The kind of photography brands should invest in.
That’s not even it.
Now check out their truth revealing ads performed by the founder himself.
Their consistent social media game
Right & purposeful social media marketing
I could dissect a lot more, but this brand clearly deserves part 2!
Now what can you takeaway from The Whole Truth?
Brand name should not equal the founder but reflect what the brand stands for. Invest in a creative brand name agency.
Brand name and tagline matters a lot. If you really don’t wish to invest in an agency, invest your own time in coming up with honest brand ideas. It’s non-negotiable.
Marketing was taught to us in moral classes; looks like we forgot as we grew up. Lesson for FMCG brands. Many of you might be thinking that smart play can only be done by health-centric brands. NO! Honesty matters to consumers. Even if your product has sugar or salt, consumers will love it if you wear it with pride. Being honest is the best policy. Show it in your brand.
Words charm people more than anything. When investing in an agency, do give importance to copywriting & content writing. It’s not just about the logo or how beautiful your post is. It needs to be relatable first!
The best marketing is not over-selling your product. It’s talking about your brand mission via a creative and strategic approach. Sales will come.
Look at how different yet common their brand color palette looks. When choosing brand colors, retain the colors with pride in all places, be it your product, space, shirt, social media, or website. People love to relate to brands.
Invest in a creative partner agency rather than an agency based on pricing. Pricing-based partnerships never work out. Only being a different, unique brand matters in the long run.
Different will always cost more. Why? Because there’s no-one like it.
Fun fact: I discovered the whole truth in a local gourmet store while I was hangry & looking for healthy options. Their packaging caught the creative bee inside me & I went to their Instagram. That’s when I discovered truth.
Marketing & branding book recommendations for the week
This is my attempt to share all my learning sources. Over the years, I learnt lots about branding & marketing & it is through these books which I discovered via people I looked-upto or researched myself, it happened.
1. How to create a kickass brand - You can buy it here
This book talks about to-the-point steps in building a brand image. It’s through this book that I discovered Virgin Airlines & Richard Branson. Who should read? Marketing students, brand owners, business owners, creatives, freelancers, influencers & bloggers, content creator, personal brand enthus.
2. Catalyst - Self Improvement - Buy here
This golden book I discovered myself. It’s one of the best books for people who want to grow themselves, build their career, in corporate or service especially. Who should read? Corporates, employees, growth enthusiasts, self-development seekers, business-owners, MSMEs or early start-up owners.
3. Pandeymonium - Buy here
Once, I googled top marketing agencies of the world. I found Ogilvy. Through it, I found Piyush Pandey. He’s the main guy behind legacy brands & TV ads we saw in childhood for Cadbury, Fevikol, Vodafone Zoo Zoo, Aplenliebe & many. Who should read? Brand owners looking to go big, brands who invest in media buying, agency owners, creative teams of advertising, marketing enthus, TV commercial enthus, marketing aspirants, copywriters, strategists.
Marketing Muse discoveries of the week
Software People Stories - A series of podcasts with software people about their failures & successes. If you’re into SaaS or Software development of any kind, this one’s for you
Proceed.fit Health-Tech start-up doing wonders. Found this amazing initiative where we can get our health check-ups done. Has the lowest cost we can find anywhere.
That’s it for today folks! Do share this with your friends if you liked it. Would also love your feedback & suggestions for the type of case-studies you want. Write to me at [email protected]
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See you next week!
Your writer,