What 12 Eggs Can Teach Us About Marketing

“12 Ordinarily Priced Eggs” — a cracking (😏) collaboration.

Bird flu outbreaks in the US have sent egg prices sky-high, with some cartons reaching $8 USD. Enter: a skincare brand?

The Ordinary teamed up with viral art collective MSCHF to launch “Ordinary Eggs”, sold in supermarkets for just $3.37 USD a carton.

It was weird. It was wonderful. And it was very smart marketing.

This wasn’t just a quirky collab. It was a masterstroke in brand marketing rooted in showcasing brand values and a deep understanding of what makes consumers tick.

Here’s why it worked (oh, and what your brand can take from it). 

1. Reinforcing brand vision through affordability and accessibility

The Ordinary made their name by flipping the beauty industry on its head. They offer quality skincare without the luxury price tag. This campaign extended that same ethos into a totally different category, just to prove that same point.

Eggs are a pantry staple, not a prestige purchase. But with rising prices, they became a talking point, to bring some marketing jargon in, a pain point even.

They dropped a $3.37US carton into the conversation when Americans were paying $6, $7 or $8US. So, a surprising move but firmly on-brand: affordable, effective and culturally aware. 

2. Leveraging cultural context in a physical (not just digital) way

Imagine walking through the supermarket and spotting a brand you know and love… in the.. egg section? Cue confusion - quick, unscramble your thoughts (😏😏) about what you're seeing - onto curiosity. Then delight.

Scroll stopping's got nothin' on shelf stopping. No need to rely on social media algorithms.. this was discovery in a basic needs category. Reaching into a completely new category for brand storytelling. Wild and wonderful. 

3. Using clever brand partnerships to reach new audiences

MSCHF is a brand that is known for it's controversial projects and viral moments.

 MSCHF's creations are often social critiques, poking fun at consumer culture and our collective obsession with trends and hype. So, what a clever move for The Ordinary to collaborate with MSCHF. Not only have they created another viral moment, but will get the attention of the MSCHF audience who is likely aligned in ethos and consumer habits.

4. Good old brand awareness and customer loyalty

It’s weird enough to be memorable. It’s value-aligned enough to build trust. 

And, it’s timely enough to land in people’s heads just before their next skincare shop, literally, in the next aisle for their cleanser top up. Top of shelf = top of mind. 'Ooh, might wander from the eggs aisle across to the pharmacy to stock up on that The Ordinary product that I enjoyed a while back'.. you get the gist.

Top of shelf = top of mind. Even if you don’t buy the eggs, you’re now thinking about The Ordinary. That’s the win.

The takeaway?

This was never about eggs. It was about showing up in an unexpected place, with a dead-on brand message, at exactly the right moment.

And whether you're a skincare brand or any kind of B2C or B2B brand, that’s a lesson worth cracking (😏😏😏) into.

(Okay, now we'll stop with the puns. For now.)

If you’re looking for a creative brand and marketing partner who’ll help you build scroll-stopping content, strategic campaigns and culturally relevant moments with commercial impact? That’s us. Get in touch here.