Surreal, a cereal brand that has gained significant traction in the competitive breakfast market, carving out a niche by combining nostalgia with modern health trends that resonates with both millennials and Gen Z consumers. The brand's success isn't just about the product itself, but also its bold, innovative marketing strategies that have captured the attention of a generation increasingly skeptical of traditional advertising.

Let’s look closer at Surreal’s marketing and how to tailor your own marketing efforts to build your brand identity, just like Surreal. 

Your Favourite Cereal Without The Guilt

Surreal offers a modern twist on classic cereal flavors, catering to health-conscious consumers. Unlike traditional cereals loaded with sugar and artificial ingredients, Surreal’s products are high protein, low carb, and sugar-free, making them ideal for those who want to enjoy nostalgic flavors without the guilt. 

This is an amazing midpoint between major competitors in their market; less exciting cereals providing nutritional value and sugary cereals that people love but don’t necessarily benefit from. This allows the brand to stand out in a crowded market by offering a product that satisfies both the craving for a comforting breakfast and the desire for a healthier lifestyle.

Crafting a Cereal Sensation Through Brand Identity 

From day one, Surreal has made one thing crystal clear: they know exactly what they stand for.

Their mission? To "make the kind of cereal we all loved as kids nutritionally relevant for today." This straightforward message gives customers an easy grasp of what they’re getting, while also highlighting what makes Surreal different.

Surreal has been very deliberate in shaping their brand image. They’ve nailed the “offbeat” vibe while capturing the nostalgia of childhood cereals, blending it with a health-conscious yet playful twist.

Surreal knows how to capture their audience’s curiosity and hold their attention—an essential strategy for getting noticed in a crowded market.

Want to SMASH your brand identity like Surreal? Download our Brand Audit Guide to define and refine your brand purpose just like Surreal here. 

Marketing Against The Grain

Surreal knows how to turn heads with their marketing, tailoring their content to fit each channel. 

Take LinkedIn, for example - a place where many brands play it safe with a corporate tone, making timelines monotonous and repetitive. But Surreal? They saw an opportunity to shake things up. Instead of sticking to the B2B script, they went full throttle with a direct-to-consumer approach, using bold, playful headlines that demand attention. 

The result? They’re currently sitting at an astonishing 110k followers on LinkedIn, even beating their 69k on Instagram. 

We particularly loved their recent OOH campaign targeting marketers. The brand poked light fun at marketers with a series of billboards, which capitalised on the hype they have created among marketers and got everyone talking on LinkedIn. 

Messaging with Impact (And a LOT of Humour)

Surreal is nailing the art of being funny, self-aware, and just a little bit irreverent, which is exactly what you need to cut through the noise. 

But how have they done this? Don’t worry, we’ll let you in on the secret… They have curated a consistent brand and tone of voice, leveraged sarcasm and humour in their marketing, leant into authenticity, and aren’t afraid to take risks and launch bold campaigns.

Surreal proves that creativity and imagination enables you to stand out even with a limited budget.

By staying true to its brand identity, embracing customer experience, and never shying away from a bit of spice in its marketing tactics, Surreal has carved out a niche in the competitive cereal market, proving to be the cereal brand on everyone’s lips.

So, What We Can Learn from Surreal's Marketing Playbook? 

Surreal’s marketing strategy shows that breaking the mold can be a powerful way to stand out. By defying conventions they’ve created a unique brand voice that resonates across multiple platforms.

To apply this to your business, start by identifying where your industry’s playbook feels stale. Then, look for creative ways to flip the script. Whether it’s adopting a more playful tone, experimenting with unconventional channels, or simply being bold in your messaging, the key is to stay authentic and true to your brand while daring to be different.

Feeling inspired? Download our Brand Audit Guide to define and refine your brand identity just like Surreal here. 

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