How Brands Shift Tactics to Engage Different Demographics

In today’s marketing landscape, brands must constantly rethink their strategies to remain relevant and reach untapped demographics. Whether it’s embracing cultural trends, forming unexpected partnerships or launching innovative campaigns, modern marketing requires creativity and adaptability.

Last year, we saw this with the NFL tapping into new fanbases by engaging with Swifties during Taylor Swift’s appearances at games. This year, we’ve seen brands continue to shift their messaging and even products to connect with new audiences. Here are a few recent examples of brands stepping outside their traditional marketing tactics to reach new consumers.

LEGO Courts Millennials

LEGO has always captivated audiences with its creative products and immersive marketing tactics. In their recent campaigns, they continue to expand their reach. When launching their new Botanicals product line, the brand engaged adult fans through TikTok challenges and Instagram posts featuring intricate floral builds that captured the attention of millennials. Who needs a live houseplant you can kill when you have a beautiful LEGO one?

Most recently, LEGO announced a new challenge: Build Your Nostalgia – 90s Throwback, a contest where participants can recreate scenes from 90s movies or shows with the winning idea becoming an official LEGO set. This idea capitalizes on millennials’ nostalgia for the 90s and encourages adults to use LEGO as a creative outlet. These toys aren’t just for kids anymore.

Solo Stove Partners with Snoop Dogg

Solo Stove, a brand known for its sleek fire pits and outdoor accessories, made waves when they teamed up with Snoop Dogg. The first awareness-driven stunt "Snoop Goes Smokeless” went viral after he posted on social media that he was “giving up smoke,” making fans question how serious he was. This fall, the brand announced a second campaign, titled “Blunt Marketing,” which will feature Snoop Dogg and Warren G talking about their favorite Solo Stove products.

This clever use of celebrity partnership not only reinforced Solo Stove’s lifestyle appeal but also showcased the brand’s ability to appeal to younger, more diverse audiences who resonate with Snoop Dogg’s influence and style.

Goldfish Appeals to Adults with Chilean Sea Bass

Goldfish Crackers, a childhood staple for many, recently underwent a gourmet transformation in their marketing efforts. Wanting to reassure consumers that the beloved snack crackers are not just for kids, Goldfish announced a temporary rebrand to appeal to adults: they changed their name from Goldfish to Chilean Sea Bass. These limited edition crackers were available to purchase online only for just a week, with a two-bag-per-day limit. As the @goldfishsmiles Instagram post announcing the new name says, “They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up.”

While this temporary rebrand may have been a gimmick to stir up interest, it reminded adults that they can use their adult money to buy the same snacks that brightened up their childhood, like Goldfish. The decision to change the brand name on the classic fish-shaped cheddar crackers also served as a great reminder that Goldfish are still the same delicious crackers they’ve always been, no matter what they’re called.

The most successful brands today aren’t afraid to challenge conventions and experiment with their marketing strategies to reach new audiences. By embracing unexpected partnerships, tapping into nostalgia, or reimagining their products, they create opportunities to resonate with audiences they may not have reached before.

At Sells Agency, we specialize in helping brands uncover these opportunities and craft impactful campaigns. Contact us today to learn more about how we can help your brand think outside the box.