I notice we tend to talk about challenger brands from the implicit position of ‘Blimey! Who would have guessed that would work?!’ Yet from the very first second you hear a good challenger idea, it’s screamingly obvious when it’s gonna slay⁵. The whole challenger approach IS JUST ANOTHER CHAPTER IN THE BOOK OF CONVENTIONAL WISDOM INNIT.
They’re textbook challenger. They have fans, not customers. They’re about emotion, not function. They use comedy and comedians like Red Bull use extreme sports and extreme sports athletes.