Cases of Brand Communication Through Rituals
Issue Discovery | Brand Communication Leveraging Rituals
Consumers who value ritualistic experiences place greater importance on the meaning behind using a product and the process of purchasing it. Let’s explore examples where everyday rituals were transformed into strong brand recall.
The Guardian 〈Joy of Print〉
What meaning does a printed newspaper carry in a world that has moved on from print?
The Guardian focused on the tactile experience of reading a physical newspaper—something that can’t be replicated by smartphones, tablets, or e-readers. The campaign emphasized the daily morning ritual of learning about the world through print: the act of opening the newspaper to take in global events and turning each page to absorb the information. Taking playful jabs at the digital world, the Joy of Print campaign resulted in an 11% increase in print subscriptions and a 4% rise in annual revenue.
KFC That’s Finger Lickin’ Good
What if a brand instantly comes to mind the moment youfocus on your meal?
For the first time in its history, KFC launched a campaign that didn’t feature any of its own menu items. Instead, under the phrase “That’s Finger Lickin’ Good,” the campaign showcased images of food from other brands—such as burgers and pizzas. The message was clear: you don’t need to see KFC to think of KFC, because “everything reminds you of KFC.” Whenever you enjoy good food, KFC will naturally come to mind. The campaign also included playful messages directed at utensils, like “Sorry, Utensils. It’s Finger Lickin’ Good,” creating a ritual of brand recall in every satisfying bite.
Nike Run Club
How can the equation “Running = Nike, Nike = Running” be established?
Nike transformed running from a simple exercise into a repeated habit and a meaningful ritual. Each time users go for a run, they open the Nike Run Club (NRC) app and press the start button to track their progress. The act of sharing performance data and receiving feedback fosters a strong sense of community. Nike also emphasizes the shared experience of running through NRC’s unique challenges, which help motivate consistent participation. By weaving the brand’s message—“Beyond Limits”—into the ritual of running, Nike positioned its products as tangible symbols of progress, further strengthening brand loyalty.