Lola's Cupcakes - Reinvigorating the Cupcake Marketplace
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Transcript of Lola's Cupcakes - Reinvigorating the Cupcake Marketplace
Category conventions have emerged.Almost all brands are going for a 50’s kitsch / ice-
cream parlour look using pastel shades.
Lola’s Cupcakes needs to continue to remain exciting, different and relevant.
To do this, it needs to push its branding to new frontiers to breathe new life again
into cupcakes.
Stalls in Topshop and Selfridges on Oxford Street - the epicentre of UK and international high-street fashion.
Lola’s presence within these stores has associated it with fashion.
Lola’s can therefore credibly draw upon this world to differentiate itself - and to take cupcakes into a whole new place.
Lola’s Cupcakes has one highly marketable x-factor that none of its competitors have; stalls in Topshop and Selfridges on Oxford Street -
the epicentres of both UK and international high-street fashion.
It really makes sense to draw more upon this fashion link.
Topshop is one of the most popular brands
with women this era…
…and Selfridges is the coolest clothing retailer. Whatever Selfridges is selling is cool, purely
because its in Selfridges.
Lola’s Cupcakes has one highly marketable x-factor that none of its competitors have; stalls in Topshop and Selfridges on Oxford Street -
the epicentres of both UK and international high-street fashion.
It really makes sense to draw more upon this fashion link.
And this move towards fashion resonates with your major audience: women.
When eating a cupcake, women treat it as a visual experience as much as a culinary one.
This also links with a new broader digital phenomena that has arisen through social media: food as a
fashion accessory.
This approach is not unfounded either.
Fiat’s recent campaign targeting female drivers didn’t talk about its function but its style.
Comparatively, this was a different approach for a car brand in the highly conventional car category.
The result is a highly standout campaign that breathes new life into the category.
So how can Lola’s Cupcakes use fashion in a relevant way in its communications?
My answer is simply the following:
The campaign can fit according to your budget. It could work by posting the idea through your social media pages or be delivered on billboard posters.
The campaign also has room to grow. You could simply run it as a one-off
campaign, but it could go much further.
You could collaborate with Topshop and/or Selfridges to do a photo shoot matching their
clothes to your cupcakes.
Or you could take a street style approach by matching up the well dressed on the street with
your cupcakes – photographing them on the way.
You could collaborate with young designers for London Fashion Week to create clothing inspired
by your cakes. (These students always get a lot of press).
Fashion is constantly changing. It is constantly moving forward and creating new styles and looks.
By moving with this Lola’s will continue to stay fresh.
Drawing upon fashion will also mean that it will also inevitably inspire and innovate within Lola’s. Who
knows what fashion will do to the cupcake?
I hope you find this idea exciting.
It has never been done before in your market.
It breathes new life into the cupcakes.
It has the potential to move and grow in multiple and rich directions.
Ultimately, it will ensure that Lola’s continues to move forward and adapt in a highly fast-paced and food market both in London at the moment.