Branding

Mooving with the times

How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.

This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.

Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.

Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.

But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?


Reframing Popularity as Herd Mentality

Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.

With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.

By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.

This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.

However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.

This is despite no actual change to the product recipe!


Behavioural balancing

The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.

So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.

The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.

However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.

Branding

Mooving with the times

How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.

This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.

Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.

Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.

But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?


Reframing Popularity as Herd Mentality

Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.

With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.

By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.

This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.

However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.

This is despite no actual change to the product recipe!


Behavioural balancing

The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.

So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.

The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.

However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Branding

Mooving with the times

How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.

This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.

Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.

Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.

But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?


Reframing Popularity as Herd Mentality

Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.

With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.

By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.

This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.

However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.

This is despite no actual change to the product recipe!


Behavioural balancing

The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.

So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.

The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.

However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.

What’s a Rich Text element?

The rich text element allows y

ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Hungry for more?

Go Wild with the case studies

Other "Wilds"

Nuggets In The Wild

Related "Wilds"

Avoiding Danger

If you can see it, you can feel it

How Experian uses salience to create a sense of safety during a time of panic with its CreditLock feature

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Product Development

Zap's the way to view it!

How new web browser Arc lets you "create your own internet" with its Boosts feature

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Conversion

Reframing fees as benefits

How clothing marketplace Vinted neatly reassure and motivate buyers to use their platform.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Pricing

Tipping in the age of convenience

How Deliveroo uses positive, reciprocal feedback and round pricing to increase generosity.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Experience

Extra-purrestrial exploration

What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Loyalty

From Mini-Cheddars to iPhone Mini: The surprise and delight of "Super Substitutes"

Unsuspecting customers of UK Supermarket Tesco are met with a mysterious, expected item in their weekly shop. What's going on?

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Pricing

Using price locks to create reassuring certainty

How supermarket Co-op are highlighting that the cost of your groceries aren't increasing, during a time when everything else appears to be.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Communication

Making statistics hit hard

By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Avoiding Danger

Wait, and you shall be rewarded

Money and short-term thinking are a match made in hell, leading to spontaneous decisions that can cause great harm. With their Vault, Coinbase have a solution to this problem, slowing down decision-making with a few extra steps...

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Experience

Out of sight, out of mind

Surfacing quantifiable data can be a powerful driver of behaviour, but it can also cause stress, comparison and feelings of inadequacy. Instagram understand this and now offer a way to avoid such discomfort. Just how does it work at a behavioural level?

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Task Completion

To complete the matching pair, helpful feedback you must share

How bed company Button & Sprung use socks (!) to create a strong, playful form of post-sales reciprocity

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Donations

Turning a 'should I?' into a 'which one?'

How Tate Modern makes donations quick, easy and of high value with an expertly-designed digital request box

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Environment

Green, clean and designed to be seen

How a small, status-laden addition to the license plates of electric cars will lead to a green revolution in the UK

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Product Development

Bringing self-expression to 3 billion people

Google's "Material You" design framework enables device personalisation at a depth and scale never seen before.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Product Development

Power is nothing without (a cute, customised) control

XBox Design Lab lets takes your IKEA Effect to the max by giving you the ability to build your own bespoke gamepad for its new console.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Environment

Ghent, wee have a problem...

How a historic Belgian city reduced rates of public urination step by step with a creative use of behavioural science...and a lot of yellow spray paint

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Loyalty

Scarcity well done

Offering a positive, brand-enriching experience that's far-removed from conventional misuse, UK-based Honest Burgers show us how to 'do scarcity' well

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Offboarding

Turning a Bye into a Goodbye

‍How streaming service Spotify have navigated the pain of subscription cancellations by offboarding customers with speed, ease and unexpected delight.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Branding

From receiving the booze to joining in the cheers

In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of physical distance...

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Product Development

Your introduction to Nuggets In The Wild

A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world.

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Business Models

Using curiosity to redesign travel and bring out our inner explorer

How Dutch firm srprs.me have artfully navigated that difficult balance between too little information and too much…

Read more
Nugget In The Wild Illustration
Nuggets In The Wild

Related "Wilds"

Experience

Offsetting painful loss with reassuring certainty

How UK supermarket Tesco provide a little extra information on sold out products to turn the dread of losing out into a reassuring future event we look forward to

Read more
Nugget In The Wild Illustration

What's Cooking?

New Nugget In The Wild

How Experian's CreditLock creates calm with well-designed control
How Experian's CreditLock creates calm with well-designed control
This week

New Cheat Sheet

New "Overcoming Status Quo" Cheat Sheet
New "Overcoming Status Quo" Cheat Sheet
This week

Improvement

Simplified navigation
Simplified navigation
This week

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
How new browser Arc overcomes Status Quo bias with Boosts and Zaps
This week

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week

Feature

Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
This week

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week

Coglode Live

Self-Expression Live event announced
Self-Expression Live event announced
This week

Coglode Live

Feedback Loops video and deck now available
Feedback Loops video and deck now available
This week

Feature

Figma Behavioral Design System released
Figma Behavioral Design System released
This week

Feature

Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
This week

Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week

Coglode Live

Prospect Theory video and deck now available
Prospect Theory video and deck now available
This week

New Nugget In The Wild

Reframing service fees as benefits
Reframing service fees as benefits
This week

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week

New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
This week

Feature

Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
This week

New Nugget In The Wild

Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
This week

Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
This week

New Nugget In The Wild

Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
This week

Improvement

Improved persistent login pane
Improved persistent login pane
This week

New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week