Natasha Collie
Senior Brand Marketing Manager at Penguin Random House UK
At the start of the year, Ladybird Books approached Sonder & Tell with a dream brief. In 2021, a year that’s been particularly challenging for...
In conversation with
Country Manager for Karma Drinks
Why should brands be purpose-driven? “It’s the right f*cking thing to do – look at the world around you, and take some responsibility.” So says Jessamy Beeson-Jones, Country Manager for Karma Drinks, a company on a mission to make fizzy drinks a force for good. We spoke to Jess about the role of creativity in communicating purpose and why Joe Lycett encapsulates the very passionate, slightly weird spirit of Karma’s brand.
I loved that lemon. The jaunty whistling lemon with the swirly writing that I saw in the fridges of all my local coffee shops. I then dove into the brand world and was blown away; a genuine business wanting to affect change for the people in its universe while protecting the planet with organic and Fairtrade ingredients. The depth of the storytelling behind each of our core soda’s is inspiring; from Karma Cola to Gingerella, each unique character has a backstory, while also giving back to our farmers.
I stayed for the impact; we donate 1% of revenue to our Cola farmers in Sierra Leone, and through a huge variety of programmes the communities that we work with have traded their way to better lives. For example, at the moment we are funding x5 women to go to Uni, who went through school as children on Karma bursaries, and are the first women from these communities to pursue higher education. They’re opening doors for other young girls in their corner of the rainforest, and I couldn’t be prouder to be a part of that empowering journey.
Consumers are definitely tired, just look around you – it’s been a long winter, and times are tough. And as humans we’re unfortunately hardwired to pay attention to bad news. It can all look a bit depressing for a purpose-led brand, but fundamentally our moods and energy are lifted by connection and daily acts of kindness and ‘Karma’ (in its truest sense). There’s still so much space for purpose brands to own their storytelling and connect with their consumers, but the challenge is to keep re-writing the copy book. Move away from the word ‘purpose’ and influence in more joyful and colourful ways. Humour can be a great trojan horse to talk about serious things.
1. Often purpose-driven products are fundamentally better; better ingredients meaning better taste, better packaging meaning better design, better solutions to consumer problems. If you’re solving the number one driver of your category, while also protecting people and planet, why would you not?
2. There’s a lot of growth in UK businesses right now, and if your business has no soul and is low on the caring side, then how are you planning on recruiting and keeping a new wave of activist Gen-Zers? There are 4.1 million Gen-Z in the workplace in the UK, and they’re actively looking for roles that align with their values, so don’t get left out the race.
3. It’s the right f*cking thing to do – look at the world around you, and take some responsibility.
Creativity is at the core of everything. Without unique design, evolving copy and engaging brand worlds – impact and purpose can quickly become numbers on a page, and you lose the emotion and human connection.
Thankfully for us all, there are loads! Reformation, Patagonia (the OGs), Brewgooder, Paynter jackets, Lucy and Yak for being caring and colourful and Belu Water.
Ha! It’s my excuse for being an extrovert. For Karma, the more work I see from Joe Lycett, the more I think “this man is Karma”. Colourful, funny, a little weird, passionate and standing up for what he believes in with authenticity and integrity.
Taking responsibility with small everyday actions that ladder up to more meaningful impact. And don’t be a d*ck while you’re at it.
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