The circus is not just a spectacle; it’s a nostalgic experience that brings back memories of summers spent with loved ones under vibrant tents. It’s a unique combination of athleticism and absurdity, a place where jugglers, acrobats, and fire breathers can freely showcase their talents. The circus has even made its way into movies and a Dr. Seuss book. However, the circus is not just about fun and entertainment; it’s a business that needs to make money to support its performers.
Cirque du Soleil, like many others, faced financial troubles during the pandemic. The company heavily relied on live shows, featuring breathtaking displays of balletic grace and gravity-defying gymnastics. After filing for bankruptcy in 2020, Cirque realized it needed to transform itself into more than just a circus. It wanted to become a brand that could sell a variety of products, including perfumes, sunglasses, tote bags, and video games. To achieve this, they sought the help of consultants who introduced them to phrases like “elevate the art of clowning” and “focus on Soleil.”
Cultique, a cultural analysts firm, was hired by Cirque du Soleil to answer a crucial question: Can popularity be hacked? Cultique believes it can be done. They specialize in selling cool and have outlined the steps a business can take to transform its reputation at a time when branding is both vitally important and challenging due to the influence of social media.
Cirque du Soleil recognized that despite embodying everything Gen Z loves, such as campy outfits, kitschy makeup, and daring stunts, they were not capturing the interest of this generation. Cultique was enlisted to help make Cirque relevant to Gen Z. Cultique’s secret to success lies in their ability to anticipate cultural changes before they become widely acknowledged. They don’t rely solely on data, as by the time trends show up in surveys, it is often too late.
Cultique’s founders, Linda Ong and Sarah Unger, believe that cultural relevance can be studied and controlled. They’ve had success in helping companies create strategies, marketing campaigns, and products that align with cultural sensibilities. Despite skepticism surrounding their ability to predict cultural fixations, they managed to generate $3.8 million in revenue last year with just two full-time employees and a handful of contractors.
To transform Cirque du Soleil, Cultique worked closely with the company’s leaders. They brainstormed ideas on how to make Cirque more appealing to a younger audience. Cirque is branching out into various ventures, such as a video game collaboration with Roblox, a fragrance line, a line of home goods, and corporate partnerships. They are even planning a television documentary series and a convention similar to Comic-Con.
Cultique and Cirque du Soleil envision a future where the circus’s revenue is not solely dependent on live shows. They aim to make Cirque an omnipresent brand that people encounter everywhere they turn. They want Cirque du Soleil to be associated with cool people and events like the Met Gala, Art Basel, and New York Fashion Week.
Although this may seem like a lofty goal, Cultique believes it is achievable. They have observed young people embracing new cultural trends and believe that Cirque can tap into that enthusiasm. With the guidance of Cultique, Cirque du Soleil is determined to embrace the modern era and establish itself as a relevant and influential brand.
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