OffLimits launched in the USA in 2020 and is a brand to watch. Every single move they make, makes us smile with delight. This may be the first, but it will mostly certainly not be the last time we shine a spotlight on their brilliance.

1. Go against the grain of what is normal and expected.

OffLimits is a cereal company, made from organic, natural ingredients. However, unlike the traditional bland ‘good for you cereal’ brands, targeted at adults to have a nutritious start to the day, there is not an oat icon or yoga pose in sight.

OffLimits is a brand that knows, understands and mirrors its customers. Cereal is more than a breakfast staple and instead something that is snacked on throughout the day, straight out of the box.

It's bold, colourful and straight-talking tone, features relatable mascots with attitude. Whether you are reading an Instagram post or attending an event, or reading an article by the founder, the feeling that the brand creates is consistent.

2. Use their platform and voice for good.

Central to the brand is 4 flavour mascots; Dash, Zombie, Flex and Spark. Each of the characters has a backstory, personality, TOV and perspective.

“Dash is an early bird, hustler, always feels like she needs to be doing more. She deals with the pressure of trying to be successful and trying to figure herself out”

The long term ambition of the brand is to give these characters an increasingly large platform for speaking up against inequalities of society, providing a voice on the behalf of people who don’t always have a say.

3. Create immersive experiences to get the product in front of customers

OffLimits has had trial central to their marketing approach. They know the value of their product, and getting it in their hands is the most effective way to convert.

Off Limits has been proactive at jumping on ‘unconventional’ sampling opportunities, including providing packs to Uni students hauled up in a Covid quarantine.

They think about their target customer, the assets of the brand and combine the two to give them an experience that feels authentically true to the brand.

4. Use collaboration to build brand equity and reach new audiences.

OffLimits has partnered with some of the coolest most iconic artics and streetwear brands in the US and created limited edition art, merchandise and collectables that further personifying the brand and the mascots.

Collaboration not only offers an additional revenue stream but the opportunity to extend and introduce a brand to other audiences.

It is vital to note that for collaboration to be effective it has to align with both brands values and mission and there needs to be a clear and distinct offer and values for both parties.

5. Move fast, take every opportunity to get in front of your audience.

The OffLimits team don’t sit around for months thinking and talking about an idea. By having a really clear definition of the brand, values, mission and goals, they can move quickly if an opportunity presents itself.

The sampling drop to college students forced to self isolate on campus was executed in 3 days.

6. Everything they do is inherently shareable

Just take their new limited edition cereal glitter. I mean....... who doesn't want to start the day with a little sprinkle in your step and believe me, I would be telling everyone about it.

Although Sprowt has no affiliation with OffLimits, other than a deep-seated infatuation, we work with purpose-driven challenger brands, looking to stand out and scale, so get in touch to chat about your marketing challenges, because the world needs brands that care.

OffLimits is a cereal brand that goes against the grain.

Obsess about your value…. NOT the competition.

Cheeky Panda are wiping the competition with their sustainable toilet paper.