In a surprising marketing twist, The Ordinary, a skincare brand known for its no-frills approach to beauty, made headlines by selling eggs. Yes, you read that right—cartons of eggs for just $3.37. This unexpected promotion was launched in two of The Ordinary’s New York City stores, drawing curious crowds and online buzz.
The eggs were marketed as “ordinarily priced,” a playful nod to the brand’s minimalist, no-nonsense image. With egg prices skyrocketing due to shortages, the strategy capitalized on the public’s frustration, offering a highly discounted product amid a national crisis. Within hours, the eggs sold out—proof of the strategy’s success.
From a marketing perspective, this move demonstrates the power of guerrilla marketing and the ability of brands to tap into current events for attention. The collaboration with MSCHF, known for its bold, boundary-pushing campaigns, elevated the strategy even further, combining humor, scarcity and social media buzz to create an unforgettable moment. The promotion was a hit among fans, though some were puzzled by the non-vegan, non-cruelty-free product.
Beyond the in-store success, the real triumph of this strategy was its ability to generate conversation on social media. Hashtags like #OrdinaryEggs quickly started trending as consumers shared their experiences, whether they were posting pictures of the eggs, debating the ethics behind the promotion, or simply laughing at the absurdity of it all. Influencers, media outlets, and everyday users took to platforms like Twitter, Instagram and TikTok to weigh in, amplifying the campaign’s reach. The buzz surrounding the campaign transformed The Ordinary from a skincare brand into a cultural moment, with conversations sparked across the internet.
Ultimately, this strategy shows how leveraging timely issues—like the egg shortage—can propel a brand’s visibility and consumer engagement, even when it strays from its core product offering. The campaign proved that when done right, a playful, timely strategy can not only capture attention but also fuel a conversation, creating lasting buzz well beyond the initial campaign.
Here’s how businesses can apply key takeaways from The Ordinary’s viral egg campaign to boost their own marketing success:
The Ordinary’s campaign succeeded because it addressed a real consumer concern—rising egg prices—at the perfect time. Businesses can apply this strategy by staying aware of market trends, industry shifts and cultural moments that matter to their audience. Aligning marketing efforts with timely issues not only makes a brand relevant but also positions it as responsive and in touch with consumer needs.
How this helps your business:
✅ Increases visibility by entering ongoing conversations
✅ Strengthens brand reputation as a company that listens and reacts
✅ Builds a deeper connection with consumers through shared concerns
Selling eggs had nothing to do with skincare, yet it worked because it sparked curiosity and conversation. Businesses can learn from this by embracing unconventional marketing tactics that challenge expectations while still reinforcing their brand’s core values.
How this helps your business:
✅ Makes your brand stand out in a crowded market
✅ Encourages storytelling that captures attention and creates buzz
✅ Opens new opportunities for creativity without requiring massive budgets
The success of #OrdinaryEggs wasn’t just in-store—it exploded online through social media discussions, memes and influencer engagement. Businesses should design campaigns with social sharing in mind, making them fun, relatable and easy to talk about.
How this helps your business:
✅ Amplifies reach organically through user-generated content
✅ Boosts brand awareness without heavy advertising spend
✅ Creates long-term engagement beyond the initial campaign
By adopting these principles, businesses can craft bold, attention-grabbing marketing strategies that not only drive engagement but also leave a lasting impression on their audience.
And if you need a helping hand developing your strategy, don’t be afraid to reach out!
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