What Surreal Can Teach Us About Bold, Cheeky Marketing

Welcome to Copy Stream, you’re in for a ride if fun marketing campaigns and HOT copywriting make you orgasm!

I’m Nikita, and after 10 years in content marketing, here’s one truth I know for sure:

Great copy is timeless, and… a compelling story is all you need!

In every newsletter, I’ll bring you ONE powerful brand breakdown with brilliant marketing examples, so you can sharpen your skills and learn how to make your marketing HEARD! 

P.S.: I am also going to be your go-to for all things content marketing, LinkedIn and personal brand! Now… let’s kick things off with a brand that’s made waves with its cheeky, rebellious style — Surreal.
If you haven't heard of them yet, buckle up because their approach is a masterclass in bold, engaging marketing.

Sarcasm For Conversions

Surreal is no ordinary cereal brand. They’ve built an entire marketing strategy on a cheeky, irreverent tone that breaks all the traditional rules, and guess what? It works.

A Brand’s That All Main Character & Personality

Surreal's cereal boxes are more than just packaging—they’re part of the conversation. Statements like, “Zero Sugar. High Protein. If You’re Into That Sort of Thing,” make the brand feel approachable and fun, rather than preachy or salesy.

I loved their January campaign- Zero Sugar, Protein, Whatever … with an asterisk that said something along the lines of we wouldn’t be bothered writing this copy, just buy the damn cereal… It’s unhinged, funny, and so relatable to millennials and GenZ who have just returned from the holidays. 

Pfft., We Don’t Need Influencers

In fact, Surreal even hired non-influencers with barely any social following to promote their cereal. Ads with phrases like “This Influencer Has 7 Followers. Hopefully, One of Them Is You” turned heads and drew laughs, but more importantly, it connected with an audience tired of fake online hype.

I am sure most of you must have come across their campaign that said Dwayne Johnson eats our cereal; he is just a regular school teacher from New Jersey. Serena William eats our cereal, she is just a woman working in an MNC. And people loved it, it was humorous, it drew attention and it did the job!

‘I Can't Believe It’s Healthy’ Billboards

Their outdoor ads cleverly tapped into nostalgia while mocking traditional cereal brands, saying, “It Tastes Just Like the Sugary Cereal You Grew Up With. If the Sugary Cereal Was 100% Healthy.” The humor resonates with anyone who misses their childhood treats but is now health-conscious.

Because nothing sparks joy better than humor served on a platter of sarcasm. Half-assing their product marketing with an IDGAF about this job vibe is a very 2024 thing to do. And I am here for it! 

Bold? Maybe! Cheeky? Definitely. 

Surreal’s approach to copywriting shows that breaking the mold, injecting humor, and being unapologetically bold can be the most powerful tools in your arsenal.

Ready for More?

If you loved reading about Surreal, you’re going to want to stick around.
Next week, I’ll be back with another deep dive into a campaign that
masterfully combined emotion and storytelling for a marketing ploy that has my heart!

Catch you soon,
Niki.

P.S. Do you have a favorite campaign you’d like to see broken down?
Hit reply and let me know!