Why Jaguar's Copy Nothing campaign broke the internet - plus 5 ways to nail your next product launch
Sooooooo, the internet is pissed at Jaguar…
Jaguar, one of the most iconic sports car and luxury vehicle brands on the planet, has recently launched a trendy and colorful "Copy Nothing" rebranding campaign.
I don't know about you, but when I think about Jaguar cars, I think about drinking tea with my pinky extended so people know I'm fancy. ☕
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I think about adding words like "indubitably" to my vocabulary. 🤓
Don't quote me on this, but I'm pretty sure whoever invented the word "demure" drives a Jag.
I don't think of loud colors.
It's giving sports drink launch, not iconic sports car launch.
Needless to say, the internet is pissed.
I can't even tell you what they're saying because my editor, Aly, specifically said I couldn't use that language here.
But trust me when I tell you it's bad.
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It makes a Samuel L. Jackson movie look PG.
It would appear this launch isn't going well…
Or is it? 🤔
In this article, I will bring you up to speed on what happened, what I like, things I would have done differently, and five takeaways for your next product launch. 🚀
This isn't a "kick them while they're down" piece. It's a "what can we learn" piece. 😤
Quick Intro
If you're new to my work, my name is Lester. My friends call me Les.
You can call me Mr. Mapp…
Just kidding!!! Call me Les. 🙃
I'm a founder with a successful exit, but at my core, I'm an award-winning performance marketer, so I've seen my fair share of good campaigns and bad campaigns.
And as far as launches go, what Jaguar is doing is very interesting.
Here's the Deal
Jaguar is rebranding.
This is what it looks like...
New logo. New icon. New core messaging.
Let's talk about what I like…
✅ I like that they took a chance on something new, going beyond their comfort zone.
✅ I like that this is just a tease for the main event on Dec. 2, 2024, so the prelaunch game plan is building a lot of hype. LOVE THAT.
✅ I like the urgency in trying to appeal to a younger audience.
But now, let's talk about what I don't like (If you work at Jaguar or the agency behind this campaign, now's the time to close your eyes).
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❌ I don't like that this campaign is trying to appeal to everyone. It's trying to be trendy. When I think Jag, I don't think "cool and trendy." I think timeless and classy. If they were going to double down on something, I feel timeless was the way to go instead of the flavor of the week.
❌ I don't like that so many trends are rolled into one campaign. The messaging got lost. It feels like a collection of good ideas shoved together. It's like all your favorite snacks and meals but dumped in a blender.
❌ I really, really, really don't like that the main visuals didn't showcase the product.
Check this out, and you'll see what I mean.
In a vacuum, this is fire. 🔥
The colors and the models are giving Zoolander Blue Steel. 💙😎
But this could literally be a campaign for anything.
A fashion collection…
A perfume…
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I don't look at it and think of Jaguar the apex predator or Jaguar the 7-time Le Mans winner. 🏆🐆
That's what upsets me the most; it's not that they took a chance, but that the passion and the heritage were lost in taking that chance.
Marketing is about letting the world know you have the solution to their problem.
While good marketing is an art, it's NOT an art project.
In many ways, marketing is selfless, letting prospects know, "Hey, you can trust me to solve your problem, and I'm here to serve."
It's not, "Hey, look how good I am with color palettes and fancy taglines."
The fundamentals are missing in this rollout… and I won't lie, it hurts. 💔
The Bigger Picture
Jaguar's car sales haven't been great lately and are trending in the wrong direction.
The company has paused new car sales in the UK for 2025…. oof. 😖
They had to do something, and while I may not be a fan of some of the choices made in the "Copy Nothing" campaign, I get it.
I applaud them for taking a chance.
It's an A+ for being bold and committing to a direction, but an opportunity was missed by not leaning on their heritage. I think being around since 1935 is something they should celebrate.
A Wild Theory
Hear me out (now's a good time to grab your tin foil hat).
What if this is what Jaguar (or their agency) wanted?
They wanted to get everyone riled up and talking.
Jaguar is getting a TON of free press.
For all we know, the CEO is going to walk out at the event on Dec. 2 and be like, "Gotcha!" 😏
If that's the plan, it would be epic.
So I'll reserve my final thoughts for after Dec. 2. 👀
That said as promised...
5 things to keep in mind for your next product launch
1. Be very specific and clear with your messaging
Be crystal clear about your product or service and the problem it solves. The last thing you want is a solution in search of a problem. Talk to your ideal customer and understand their perspective, their slang, and what keeps them up at night. Then, use that research in your landing page, ads, emails, etc.
PRO TIP: A product for everyone is a product for no one. 🎯
2. Grow your audience before the launch
Fun fact: Launch day is closer to the finish line than the starting point. Before you launch, focus on building your mailing list -- it's the ultimate cheat code. Let your ideal customer know you're launching something unique that solves their problem. Make it clear the only way to get perks or early access is to sign up.
PRO TIP: Ensure your product is a painkiller, not a vitamin. In other words, it should be a need, not a want. 💊
3. Engage, engage, engage
Once prospects are on your list, keep them engaged. Share your wins, losses, sneak peeks, and gather feedback. Build excitement and deepen the connection.
PRO TIP: Validate your decisions during this time. Whatever you do, don't ghost your audience until launch day. 👻
4. Leverage influencers and partnerships
Partnering with influencers before and during a launch is a game-changer. It creates instant social proof, builds credibility, and sparks trust. Think of influencers as the modern-day press release.
PRO TIP: Make sure your messaging is dialed in before reaching out. 📢
5. Make it urgent and make it scarce
I've always had the best results using urgency and scarcity. Use urgency "This event is only available for a few days" and scarcity "Only 100 units available". Without these, customers might think, "I can get it next time." You don't want that.
PRO TIP: If you say it ends in five days, it ends in five days. If you say only 100 are available, only 100 are available. No exceptions. 🙅♂️
My two cents
I'm rooting for Jaguar, especially the account exec who pitched this campaign. I'm hoping Dec. 2 rolls around, and they've got something amazing to share. 🤞
That said, sometimes the things we create won't be well-received, but that doesn't mean we shouldn't try.
If it bombs, that's okay.
Try again, and remember, chin up or the crown slips. 👑
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