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Why are you on my watermelon?


Branding isn’t as hard as you think.

It only takes one simple idea to create a unique brand in the customer’s mind. Example: The Krispy Kreme “Hot Now” sign. Even though all donuts start hot, Krispy Kreme now owns that idea.

Here’s another one: All the watermelons at our local store have this sticker on them.

I emailed, asking what the deal was. The reply:

On 10/6/13 1:40 PM, “Luke Brown” wrote:

The idea of putting a picture on a watermelon is simply that it makes the brand memorable. My grandfather and I are the growers and harvesters. We load our watermelons without bruising them or allowing them to get hot during the shipping process. Therefore, the resulting watermelon arrives at the store in a vine ripened condition; combine the quality we can produce with our marketing approach and that’s a memorable watermelon. Hope it answers your question. Thanks for the comment.

Luke Brown

Now a Luke Brown watermelon is the one and only watermelon brand I can name.

What’s the one extra thing you can to do create a special brand?

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  1. Greg Marshall October 28, 2013 at 11:33 am #

    The only problem with this WOM advertising is at first glance it looks like one of those “have you seen this kid” missing persons pictures. It may need a different type of picture.

  2. Michael Hicks November 6, 2013 at 2:04 pm #

    I actually removed the Luke Brown sticker from the watermelon I bought at my local HEB and put it on the fridge, half of the reason being it was wickedly random, half because it was genius…and it was the best brand of seedless watermelon I bought all summer, so I wanted to make sure I buy one weekly until the season was over.

  3. Safaa RAuf November 8, 2013 at 4:52 am #

    Even if it wasnt a person i guess the idea behind this is to stand out. The brands are distinctive from each other. even if it is a picture of a farmer or just a picture of anything random, that random turns that product into a brands product. It is soon recognized and associated.

    Simple and different.

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