The brand clearly defines who the product is for, turning consumption into an identity signal. Instead of appealing to everyone, it sharpens its positioning by speaking to a specific tribe, mindset, or attitude.

Stella - For Those With Taste

https://youtu.be/IhdqDjeglUg?si=yr8ODI4avnz3A4bI

Kayak - For Millenials

https://www.youtube.com/watch?v=9HP3JCiqz_s

Freshpet - For Those Who Love Pets More Than Their Family

https://www.youtube.com/watch?v=-UIbDh9fCOg