What Marketers Can Learn from the Newest Spork

Culture Vulture - Mindshare InSites
Cover image for  article: What Marketers Can Learn from the Newest Spork

This week, on Mindshare's Culture Vulture Live, Joe Maceda explores what marketers can learn from a new version of the spork.


U.K. department store Fortnum & Mason partnered with design group Map to create a new tritensil -- a piece of cutlery that combines a fork, a knife, and a spoon. It's not suitable for every meal: The tritensil is really meant for eating things like yogurt or a salad instead of steak. But what's interesting is that this new version of the spork was designed to go with Fortnum & Mason's picnic snack products. They're giving plastic versions away in their café for free, and selling stainless steel versions for frequent users.

There are a few different takeaways here for brands and marketers:

1) Don't just think about your product. Consider the delivery mechanism for what you're selling and how it can be improved.

2) According to Map, the tritensil first appeared in a 1914 Fortnum & Mason Christmas catalogue. So, while the redesign is new, they're also tapping into their brand heritage with this.

3) Think about conspicuous consumption. People see the products that they buy as an expression of their identities. Using a redesigned spork while on a picnic definitely falls under that.

So here's something to keep in mind: When consumers buy your brand, what does it say about them?

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