RAAK

Fast moving consumer goods (FMCG) brands don’t have it easy. We’ve written before on the particular difficulties that FMCG brands face with social media.

But there are more and more examples of these brands turning adversity into strength.

To recap, FMCG brand’s particular set of circumstances have them pushed into a corner:

• because their products are often unremarkable (Toothpaste anyone?)
• because brand marketing is seen as crucial to differentiate and create ‘mind share’ for these products
• because it has dawned on people that social media is a great form of branding.

The FMCG brands have come out fighting

Because of all these reasons the FMCG marketeers responsible for these brands have grasped the social media nettle better than most. Evidence? How about three of the best Company Twitter accounts for brands like Skittles (yes), Innocent (ok, they are kinda as sexy as a FMCG can get) and Cadburies (yes, you heard right).

Skittles

Skittles has 40,000 followers and is consistently funny. They engage their audience and do simple smart things.

For that RT, @charlidellaway, I’m sending a pterodactyl to fan you with its wings all day. No need to thank me.

— Skittles (@Skittles) September 25, 2012

 

Your tweet was my command! RT @kendrachantelle Tweeted about LOVING Skittles… they sent me a ton! instagr.am/p/Puo6B8mdDE/ #samp

— Skittles (@Skittles) September 19, 2012

 

Innocent

Innocent is top class with a deserved 78,000 followers. They pull out all the stops – including some journalism – to make their Twitter account entertaining, but always in the Innocent way.

A great way to get people to be brave and try something new or different #innocentinspires twitter.com/innocentdrinks…

— innocent drinks (@innocentdrinks) September 27, 2012

 

They tell their own story…. (It helps that’s its a non corporate one).

Here’s the third part of how we came to be innocent.4th part to follow in a mo too #innocentinspires twitter.com/innocentdrinks…

— innocent drinks (@innocentdrinks) September 27, 2012

But they are funny as well…

Top tips for anyone looking to start a business #3 – keep the main thing the main thing (ie. don’t do this) twitter.com/innocentdrinks…

— innocent drinks (@innocentdrinks) September 27, 2012

 

Ha ha! – (but notice the innocent branding – so pro).

We’ve just added a bunch of new animal pictures to our juice labels. Thought we’d share one with you twitter.com/innocentdrinks…

— innocent drinks (@innocentdrinks) September 21, 2012

 

Cadburies
Last but not least is sexy (not) Cadburies in their purple glory…

Now, call me a snob, but in my mind Cadburies should have the hardest time. The chocolate is poor, the design is old-fashioned. But their Twitter account is pitched just right.

They use Google Hangouts to launch products -

We launched #NewCadburyDairyMilk Mint Bubbly in a Hangout with fans last night, here’s some of the (crazy) highlights: youtu.be/hbRlkuD2oM0

— Cadbury UK (@CadburyUK) September 26, 2012

 

They have some ironic humour with clever sponsorship going on…

Taking Lawson Merch to the next level! Thanks to the folks at @cadburyuk !! twitter.com/LawsonOfficial…

— Lawson (@LawsonOfficial) September 25, 2012

 

And they have mixed good production values with well scripted humour…

Psst – the Joyville workers will be revealing their latest creation later tonight, what are you hoping it might be? twitter.com/CadburyUK/stat…

— Cadbury UK (@CadburyUK) September 25, 2012

 

Why cry when you can laugh? #Joyville twitter.com/CadburyUK/stat…

— Cadbury UK (@CadburyUK) September 15, 2012

 

And how many followers do they have? Just over 100,000.