Today I’m going to review the branding for the latest alcopop phenomenon taking Australia by storm – Little Fat Lamb. This brand has been getting in the news for providing a fruity, low cost cider style beverage popular with young drinkers in large volumes.
What is the Brand:
Little Fat Lamb is a alcopop beverage brand which has come into the Australia consciousness in the last 12 months. Offering a range of fruit based non-spirit beverages they aim to target the cheap end of the alcohol market. Their branding is simple – cheap soft drink style containers, a simple yet dated looking black cursive text for their name and the flavour/imagery on the bottles changing with each flavour. The brand is relatively consistent across the beverages, with colour used to denote each flavour type – ie ginger is orange, berry purple etc.
What do they do right:
As a brand – they’re leveraged the young pop-culture market through the usage of ‘memes’ – looking at their official Facebook pagecurrently has a display picture such as this:
They’ve also leveraged the news media storm which whilst trying to condemn the brand for being seen as encouraging irresponsible drinking, has instead grown its customer base dramatically being seen as a fun, cheap alternative. A lot of this relies upon the current tax environment in Australia, which taxes these types of alcoholic beverages lower than other sweet fruity spirit based beverages.
Not attempt is made to make the brand from being seen as a cheap option, the opposite is true. Little Fat Lamb bottles their drinks in 1.25L soft drink style containers, as cheaply as possible to build the image as the cheap drinkers choice. This brand decision has worked in their favour as the price conscious younger generation will buy the product in droves.
What do they need to do better:
My only criticism towards the branding design is based on the lack of a very simple yet important factor – a website! Scouring for information on this brand, I’ve only managed to find news articles complaining about the range of beverages, or the Facebook page which shows a reel of images of the beverages and the antics of the purchasers of the product. In saying this however, the relatively anonymity of the brand hasn’t impacted the sales of this beverage so perhaps their marketing strategy isn’t being impacted by the lack of a website.
In a crowded market, Little Fat Lamb has carved a relatively strong niche which has garnered interest from consumers and media a-like. Using the discussion on alcohol taxation and drinking culture, Little Fat Lamb has “meme’d” their way to success. The key for their brand to continue will be to counter any potential new rivals which will emerge in the price-sensitive space and to ensure they continue to hold the interest of its buyers – whether through developing their brand further or through the introduction of new products, flavours or ranges.