Short Takes: The Ordinary’s Un-Ordinary Marketing
The Ordinary is a skincare company that prides itself on its simplicity: no frills, no celebrity brand deals, no big campaigns – just plain, simple ingredients backed by science, and a business operated in a way that keeps prices reasonable.
So, it may seem strange that The Ordinary-branded cartons of eggs started popping up in two New York City locations, selling for $3.97 in a city where eggs currently are selling for over $5 a dozen.
The message? No frills = lower costs. The Ordinary was selling, well, ordinary eggs. Quite a stunt, cleverly newsjacking a conversation where eggs have been the star of every article about rising costs.
Though – their message wasn’t completely clear to some, many calling out the misalignment of this vegan, cruelty-free brand selling a non-vegan product in the name of impressions.
What do you think? Was this a hit or miss for The Ordinary?