I just went to The Ordinary pop-up in NYC and they were REALLY selling eggs

Yes — eggs, referencing the recent egg inflation in the US. I loved the creativity, the sharp read of the moment, and how they tied it to the brand’s affordability. But the idea ended up overshadowing something essential — the fact that the brand is vegan 🥲 — and people are calling them out for it.

I always celebrate good ideas, and I found this one SO CLEVER: getting people to go to their store and actually buy a product, which itself is a marketing action. So innovative, reactive, and honestly brilliant.

However, every idea has to pass through the filter of what makes a brand that brand, what its audience expects from it, and staying true to its values and selling points. I use and love their products, and even though I’m not vegan, they are — and that alignment is expected.

Hate to see such a disruptive move overshadowed by a disconnection from the brand’s core ethos. Curious to hear your thoughts. If the team behind it wants to share their process, I’d love to learn more!

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.