WHAT BRANDS CAN LEARN FROM REBELS

COUNTERCULTURE & REBELLION: WHEN CPG & FASHION BREAK THE RULES

Approximate 8-10 Minute Read

The Evolution of Rebellion in Branding
In every era, certain brands transcend their product category to become symbols of rebellion, counterculture, and individual expression. Whether it’s a pair of ripped jeans, a can of soda, or a pack of cigarettes, some consumer-packaged goods (CPG) and fashion brands don’t just sell products—they sell attitude, defiance, and cultural identity. From the rock ‘n’ roll leather jackets of the 50s to the streetwear movements of today, fashion has long played a role in defining rebellion. But CPG brands have done the same—whether through shock advertising, anti-establishment marketing, or positioning themselves as the alternative to the mainstream. These products aren’t just consumed; they’re worn, carried, and flashed like a badge of defiance against the status quo.

The rise of counterculture branding is deeply rooted in the human desire for self-expression. Every generation has its own version of rejecting the mainstream, and brands that successfully align with these movements often become iconic. The key to this branding approach is authenticity. Consumers, especially those drawn to counterculture, have a finely tuned radar for inauthenticity. If a brand tries too hard to be rebellious without actually standing for something, it risks being perceived as opportunistic rather than genuinely disruptive. The most successful counterculture brands tap into societal shifts, giving people a way to express their dissatisfaction, their independence, or their desire to break free from norms.

The 1950s & 60s: Rebellion, Rock ‘n’ Roll, and the Rise of the Anti-Hero
The post-war era was America’s great awakening of commercial rebellion. While the mainstream upheld ideals of conformity—white picket fences, nuclear families, and polished advertising—a new youth movement rejected the norm and sought an identity outside of parental expectations. Enter: rock ‘n’ roll, Hollywood anti-heroes, and brands that embraced the bad-boy aesthetic. The rise of figures like James Dean, Marlon Brando, and Steve McQueen coincided with an era in which youth culture was beginning to reject authority and embrace an edgier way of life. With this cultural shift, products that once seemed ordinary took on new meaning, becoming symbols of defiance and personal freedom.

No brand embodies 1950s rebellion quite like Lucky Strike (a former client of ours). Originally a chewing tobacco brand dating back to the 19th century, Lucky Strike became one of the most iconic cigarette brands in the world thanks to its association with Hollywood icons, war heroes, and counterculture figures. The act of smoking itself became a statement, a visible symbol of a person who didn’t play by the rules. Meanwhile, soldiers in World War I & II were issued Lucky Strikes, adding to its rugged, masculine appeal. The brand’s minimalist advertising and bold packaging design reinforced its association with effortless cool. At the same time, the leather jacket, ripped denim, and slicked-back hair of the greaser look became synonymous with rebellion. The cigarette wasn’t just a habit; it was an attitude.

While Lucky Strike was fueling rebellion through smoking, Pepsi was taking a different approach—positioning itself against Coca-Cola, the ultimate symbol of establishment America. Coca-Cola was the drink of diners, Norman Rockwell paintings, and wholesome Americana. Pepsi, however, positioned itself as the drink of the next generation. The 1963 "Pepsi Generation" campaign marked a shift: Pepsi was no longer just a cola—it was for those who wanted to break from the past. As youth culture embraced rebellion, Pepsi leaned into being the alternative, the disruptor, the challenger brand. This set the stage for later marketing wars, including the Pepsi Challenge of the 1980s, where it encouraged drinkers to reject the norm and choose differently.

The 1970s & 80s: Punk, Skaters, and the Birth of DIY Culture
By the 1970s, rebellion wasn’t just about looking cool—it was about rejecting consumerism, breaking rules, and disrupting the status quo. This era gave birth to punk rock, underground zines, and brands that didn’t just support counterculture but became part of it. The punk movement, fueled by anti-establishment attitudes, reshaped both fashion and branding. In music, punk bands rejected mainstream production values, embracing raw, unfiltered sounds that reflected their dissatisfaction with society. Similarly, brands that aligned with this movement did so by rejecting polished advertising and embracing authenticity.

Doc Martens became an iconic part of this era, evolving from a work boot to a punk staple. Originally designed as a German orthopedic work boot, Doc Martens were practical, durable, and intended for factory workers. But in the 1970s, they were adopted by the punk movement as a symbol of working-class defiance and nonconformity. British punks and grunge kids wore Docs as a rejection of mainstream fashion. They were deliberately scuffed, spray-painted, and worn with ripped fishnets—an early example of fashion as self-expression and protest. The brand itself did little to embrace this identity at first, but by the 90s, it leaned into its rebellious association, securing its place as a fashion statement for those who don’t follow the rules.

In the 1990s, another counterculture brand emerged—Snapple (another client of ours). While Coca-Cola and Pepsi had polished, global marketing campaigns, Snapple had weird commercials, everyday people as spokespeople, and an irreverent sense of humor. The Snapple Lady, Wendy Kaufman, became an unexpected advertising star, adding to the brand’s authenticity. The random facts under Snapple caps turned each drink into an experience—fun, unexpected, and unlike anything else in the beverage aisle. Snapple was the Beverly Hills thrift store compared to Coke’s Fifth Avenue luxury shop—different, fun, and a little rebellious.

The 1990s & 2000s: Streetwear, Sports, and the Rise of Performance Culture
As rebellion moved away from punk and grunge, it found a home in sports, hip-hop, and street culture. Under Armour disrupted the industry by focusing on performance wear. When Under Armour launched in 1996, Nike and Adidas dominated the market. But instead of trying to be another sneaker brand, Under Armour disrupted the industry by focusing on performance wear. Founder Kevin Plank’s sweat-wicking compression shirts revolutionized how athletes dressed. The brand’s marketing emphasized grit, sweat, and hustle, positioning it as the choice for underdogs and those willing to outwork the competition. Just as Supreme and Off-White disrupted high fashion, Under Armour’s aggressive marketing challenged the dominance of old-school sportswear giants.

Diesel Jeans: Rebellion Woven Into Denim
Few brands have embraced counterculture as boldly as Diesel Jeans. Since its founding in 1978 by Renzo Rosso, Diesel has built its identity on anti-establishment messaging, provocative advertising, and a rejection of traditional fashion norms. Unlike mainstream denim brands that focus on durability or classic Americana, Diesel positioned itself as the choice for rule-breakers, misfits, and urban renegades. Its early campaigns featured raw, unpolished photography that felt rebellious, irreverent, and sometimes controversial, reinforcing the idea that Diesel was not just another denim brand—it was a statement.

Diesel’s “Be Stupid” campaign, launched in 2010, became one of its most infamous moments, celebrating reckless creativity, impulsiveness, and living on the edge. The campaign challenged the notion of playing it safe, encouraging consumers to embrace their wild side rather than conform to societal expectations. This messaging resonated deeply with younger generations looking for brands that encouraged individuality and self-expression.

Beyond marketing, Diesel has consistently challenged fashion norms, from its distressed denim designs to its limited-edition collaborations that reject traditional luxury aesthetics. The brand thrives on being unpredictable, keeping consumers engaged by staying ahead of trends and rejecting conventional beauty standards in favor of raw, unfiltered realness. Diesel’s commitment to rebellion isn’t just in its advertising—it’s stitched into every pair of jeans, making it a lasting icon of counterculture fashion.

Today: Who Are the Rebels Now?
Rebellion in 2024 doesn’t look like it did in the 1950s, 70s, or even the 90s. Today’s counterculture brands are those that:

• Challenge sustainability norms (like Patagonia’s anti-consumerism campaigns).
• Disrupt food and beverage industries (like Liquid Death’s punk rock approach to canned water).
• Subvert expectations in fashion and beauty (like Billie’s rejection of traditional beauty advertising).