The personality of a Melbourne natural coffee scrub company is truly challenging the conventions of the beauty industry. Adopting the persona of a mysterious man called Frank, his use of pick-up lines and amusing seduction technique is refreshing and charming to see, needless to say it is also the very strong reason as to why it’s sitting in our bathroom shelves.
Hats off for this terrifically refreshing marketing move, enveloping a product in a mystery man who appears somewhat coy about his identity.
As they say, appearances can be deceiving…’Frank’ is actually the brain child of three smart women. Erika Geraerts, Jess Hatzis and Bree Johnson are the founders of Willow & Blake creative agency who are helping brands manage their tone of voice.
Given that the product is just coffee grinds with a few other ingredients in a bag, how do they get people to buy it?
What can we learn from Frank?
1. Be upfront and engaging with your customer base
2. Stop with the third person perspective - there’s nothing wrong with being personal
3. Inject a little fun and excitement into your tone of voic