When life gets difficult, a sense of humor helps. Given the labor shortages, congested shipping ports and lack of raw materials combined with rising inflation, there is no question: We consumers are living in challenging times. For the past two years, brands have been going for the easy emotional reaction. How many “we’re in this together” commercials does it take before eyes start to roll?
I think it’s time to laugh again. This holiday season, I’m asking for clever, irreverent, even absurd messaging from CPG brands.