The ultimate triumph of any brand is to be part of a ritual. It is when the brand’s product/service transcends its usual usage and be a significant part of consumers’ rituals in life. It is when this ritual is not a whole or complete if that certain brand’s product/service is not there!
Rituals in consumers lives are diverse. Everywhere you look, you could find a ritual even if its practitioners are not aware of it. There are common rituals among many consumers, take for the example the popcorn ritual in movie theaters. Most of movie fans would tell you that a movie is not the same without the buttered popcorn. This is more of a product ritual, unbranded ritual, the popcorn itself is the ritual.
Is there a branded ritual, yes there is! Think of that certain toothpaste that you like its taste on your tounge first thing in the morning. Something is different, missing, and uncomfortable whenever it is not possible to use that certain brand. What about that certain brand of coffee that you cannot feel the start of the day without. It is not the same with any other coffee, isn’t? What about those pair of jogging shoes? What about that bag of chips during the game? … Give it a thought and you will surely find many rituals that you yourself is having without even noticing!
Considering a brand to be part of a ritual is way beyond being only loyal to it. When part of a ritual, a brand is actually adding to the whole customer experience, it no longer a mere product/service!
For that, it is extremely hard to reach such position in today’s competitive markets. However, few brands have somehow done it; some of them planned it, some of them were just lucky!
Vimto, the very well known mix of fruits, herbs, and spices drink had somehow made it and part of the Ramadan’s rituals in this part of the world. For a lot, a lot, a lot of families I know, the Ramadan’s breakfast table would be missing a major component if that red and icy pitcher of Vimto is not there! I am not sure how they did it? I guess they somehow found themselves in that place because I would imagine that Vimto would have loved to be part of the table all year long, but over time, it only reserved a permanent space on the Ramadan’s table! Its producers and local distributors do not seem to mind it, and they should not, after all, it is part of a ritual now. We are getting closer to Ramadan, and Vimto ads started to appear everywhere. They are reinforcing the ritual; it is the image of Ramadan’s table and Vimto!
Nevertheless, there are brands that plan to be part of a ritual. It is not easy! It is a mix of catching on opportunity and creative branding. Something like what Kit Kat did in Japan. Check out this video and enjoy!
