Playfulness is the current credo of brands. They gamify their shopping experiences, they converse with us in the tone of humor, they make their employees play as a team building. What is behind this desire to entertain the gallery?
All fallen in the game
Before, the game was the business of PMU or Ubisoft. Just today fashion brands come to interfere in video games. Before, a bottle of orange juice was simple and standardized, today with Innocent and all the others, every corner of the pack is covered in funny things. The humor of the French Slip is copied and recopied by many young shoots making boring and has been their competitors. Fanta goes so far as to reposition itself as an 'official fun drink'. Definitely, you have to laugh to succeed.
The playful has replaced the useful. Beaudrillard had foreseen it 50 years before Michel & Augustin wandered disguised as cows in the metro. For him 'playfulness increasingly governs our relationships with objects, people, and culture'. It is everywhere, and for good reason, it seduces. What is the use of getting tired of praising the extreme precision of Gillette Mach3 Turbo blades when Dollar Shave Club has enough to create strikethrough videos - with 130 million views - to sting the customers of the American giant, just 1 year after its launch.
Too much gambling kills the game
The dazzled playful brand. It puts aside what bothers us: price and product. Replaces the useful with the pleasant. Reflection for pleasure. Result? In the blink of an eye, we are under his spell. The choice is made even before we know who we are dealing with. Love at first sight.
That's the whole point. Laughter can also be harmful. The distrust of brands continues to increase. No one is completely ignorant of their seduction ploys anymore. The game can lead to yet another feeling of being ripped off. Like a hard awakening from an excessively fantasized heartthrob the day before, and afterwards, not so desirable; the brand that hides its lack of added value behind the joke can, once the laughter has passed, get thrown away.
Get out of the game
In the face of irony and play, commitment and seriousness are opposed. For the brand of hygiene products by Humankind, the joke has gone on long enough: 'single use plastic waste is not a joke'. She's not here to mess around: armed with scientific graphics, she informs us that it is wrong if we continue to shine the enamel of our gums with plastic toothbrushes.
In the fertility market, Mylo is determined to bury the clichés about the 'right time' to get pregnant: 'we don't sell romance, we do sell ovulation tracker'. Its tool allows you to know when you have the most hormone and therefore the most likely to ovulate. On her Insta, no fulfilled woman who has just given birth and looking lovingly at her husband: only expert advice. Ditto for Bodily: 'information you want, products you need, all backed by research and validated by experts'. Useful information replaces sweet words. No buddy-buddy, but a role of ally.
Like a warden ringing the end of recess, these marks do this for our good. Asket shouts loud and clear the unbearable reality that lovers of fashion shun: every piece of cotton you buy destroys the planet. She goes so far as to have her customers sign a receipt detailing the cost of their purchase to the planet.
These brands are playing a whole different game. Far from laughter, reality. In branding as in love: humor instantly seduces, but sincerity binds lastingly. In the shadow of every standard, there is always room for less traveled paths. So before giving in to temptation, let's make sure to always question it.