Why Brands Are Looking to the Stars to Connect With Consumers

If it seems like every brand is suddenly talking about the position of Mercury and how you should eat (or smell) based on your star sign, you're not wrong. The list of brands using astrology in their marketing campaigns—from Pandora to Del Taco to McCormick & Company—is long, and only getting longer. Earlier this month, Molson Coors' Vizzy hard seltzer introduced a kit containing a candle, incense and limited-edition cans meant to protect consumers from the bad vibes of Mercury in retrograde. Procter & Gamble's Febreze also unveiled a collection of car air fresheners designed to pair with each sign of the zodiac. "Move over new-car smell," read a statement. "Now you can match your car’s fragrance with your personality, just as the cosmos intended." Last week, Kraft Heinz's Kraft Real Mayo began asking members of the public to post an image on TikTok or Twitter showing how they apply mayonnaise to a piece of bread. As a reward, the brand hired an official Mayo Reader to interpret what each individual style reveals about the person and their future. https://www.tiktok.com/@realkraftmayo/video/7099416062227254574 Astrology's appeal Why are so many brands doing this? For starters, America's adherence to organized religion is waning. In 2020, for the first time ever, the number of U.S. adults saying they belong to a church, synagogue or mosque fell below half, according to the data analytics company Gallup. Meanwhile, the number of consumers claiming to be spiritual but not religious climbed 8 percentage points between 2012 and 2017, according to the Pew Research Center. Statistics like these suggest many consumers are open to reconsidering the universe and their place in it. Without the sense of comfort and guidance organized religion can provide, shoppers may be seeking it elsewhere. This unmet desire, for example, might help explain why Google searches for "birth chart" have increased in recent years. "Astrology has become shorthand for millennials and Gen Z to say who they are, what they relate to and where they belong," said Brielle Saggese, an insight strategist at consumer trend forecaster WGSN. In November 2019, prior to the pandemic and the attack on the Capitol, WGSN released a retail report stating, “New Age spirituality has emerged as an antidote to anxiety, with today's youth looking to alternative solutions in the face of declining trust, political uncertainty, climate urgency and concerns around privacy.” It goes on to conclude “zodiac-inspired collections and services” are a great way to “connect with today’s youth.” https://twitter.com/vizzyseltzer/status/1524757560477241344 Personal connection More than just a broad framework for meaning, astrology is also deeply personal. And a brand that speaks directly to consumers has something over those that don't. "Rather than every product being for everyone, [if] there's a particular product that fits my particular sign, I might be more likely to purchase it," explained Jonah Berger, a marketing professor at the University of Pennsylvania's Wharton School and author of the book, Contagious: Why Things Catch On. During the autumn equinox in late September, spirits maker Diageo is planning to send a group of friends on a glamping excursion near California’s Joshua Tree National Park to promote its latest brand, Astral Tequila. The stargazing experience, titled The House of Astral, was created in partnership with celebrity astrologer Aliza Kelly, who crafted a special cocktail to go with each zodiac sign. Kelly, who also worked with Febreze on its astrological air fresheners, said the practice allows marketers to conjure a "specificity that invites more people to enjoy the brand, but in their own unique way." As WGSN's Saggese put it, companies can benefit from making the path to purchase feel like a spiritual journey. "Giving consumers new pieces for them to learn about themselves and their identity, while also learning how they align with a brand, is crucial to stand out in this space and retain consumer engagement across a campaign," she said. https://twitter.com/AstralTequila/status/1525131703290830848 Controversy drives conversation Astrology is also divisive. Most Americans don't believe being an Aries or Leo or Scorpio has any influence on a person's character. Some might even consider horoscopes taboo (or just stupid). This tension, according to brand manager Frances Sabatier, played a role in motivating Kraft Real Mayo to create its Kraft Mayo Readings campaign. Leaning into intense feelings and spirited debate has been part of the condiment’s strategy following a brand refresh in 2021. "Like many facets of astrology, assigning meaning to Mercury in retrograde can be seen as controversial and polarizing, much like mayo," said Sabatier. "Despite this, Mercury in retrograde has continued to evolve into a moment noted on cultural calendars and one that drives meaningful—and controversial—conversation." On the other hand, plenty of consumers don't take astrology too seriously. It's neither enlightening nor dangerous—just amusing. A January 2020 poll conducted by decision intelligence company Morning Consult, for instance, found that while 51% of U.S. adults read their horoscope at least sometimes, only 30% believe the positioning of stars and planets can affect people's lives. In other words, it's something fun to do while waiting for the next Wordle. Doja Cat Is the Average Marketer’s Worst Nightmare. That’s Why Taco Bell Hired Her