People don’t think about “branding” when they reach for a Yeti tumbler or pull up Google Maps. They just do it. That’s because these brands have moved beyond selling and into a space of default behavior. Rather than focusing exclusively on features or benefits, these opportunities allow for brands to speak to consumers more authentically and uniquely. This is the sweet spot of occasion-based marketing—when consumers don’t just choose your brand, they instinctively reach for it.

Consider these brands that have mastered this art:

Poppi has revolutionized the traditional soda market, but not by just offering probiotics and other benefits to consumers, but meeting them at their most social moments. With influencer collaborators, Poppi has leveraged a network of strategic partnerships to show the different use cases of the brand, and validate it using 3^rd party voices. This strategy has positioned the brand as a category juggernaut, leading to a potential purchase from Pepsi thanks to the marketing brilliance.

A great example of a brand that has broken through the clutter but isn’t that much different than its competitors. Stanely has transformed its brand into a lifestyle accessory by positioning the product with modern living components. Instead of trying to sell on attributes, Stanley has focused its efforts on showing up at key moments in a consumer’s life and showing the variation in choice and accessories to make it something unique. The shift in perception has made Stanley one of the hottest brands in the US.

Historically, Zesty Paws has fallen into the trappings of “product-solution” marketing. However, in a recent shift in their marketing strategy, Zesty Paws has begun to focus on content that ties more closely to the emotional connection their customers have with their pets. From leveraging user-generated content and testimonials, to a full overhaul in their marketing and channel strategy, Zesty Paws has tapped into being an integral part of pet owners’ routines by being the resource for “nose to tail” health and wellness.

Brands aren’t always solving a problem—so problem-solution messaging doesn’t always work. And not every consumer touch point is a selling opportunity. When sitting in front of the TV relaxing, someone isn’t immediately going to buy that product or service when they’re just trying to unwind. These are two incredibly important factors before doing anything around occasion.

We need to know the “why”. Why would someone care about that product in that moment? What are the best channels to communicate the value of that product or service? And how do we make the most of those connections when we’re in front of them?

With that in mind we’ve broken it down to these 3 simple pieces:

Amazon’s "Buy Again" feature makes it easy to reorder without thinking. Venmo’s split-payment feature feels instinctive. The brands that win aren’t the ones shouting the loudest—they’re the ones that remove friction from everyday life.

Not every brand can be “the thing” that defines an entire category, but every brand can own a specific moment. Liquid Death isn’t trying to be every type of beverage—it’s owning the irreverent, rebellious hydration space.

Occasion-based marketing isn’t about flash-in-the-pan campaigns. It’s about consistency. The reason why Starbucks is synonymous with mornings or Spotify with music discovery is because they’ve played the long game.

Consumers aren’t looking for brands to force their way into their lives. They’re looking for brands that naturally belong there. The moment your brand becomes a habit rather than a decision, you’ve achieved the ultimate win. If you want to do this with your brand, reach out and let's make it happen.

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