So. You’re scared people can’t pronounce your brand name.

When I was working with Whitecap Entertainment, I got to be part of the brand creation for their newest festival: Sommo.

It’s pronounced So Mo. Like Slo-mo. Or FOMO.

I took one look at it and thought, “How do I make sure people don’t think it’s somm-oh?” (with a short ‘o’ sound)

Tactic #1 was a collab with a colleague who made a comment about Sommo Fomo. I put that right into the account bios: Rhymes with FOMO.

Tactic #2 was much more subtle. I wanted to get that long O sound in people’s minds anytime they were interacting with Sommo on social. To do that, I planned my launch campaign to only use captions that started with the word ‘so.’ Every time someone looked us up and scrolled through the posts, they saw that word emphasized over and over and didn’t even realize they were lowkey being taught how to say our festival name 😎

Here are some of the captions:

So. Wondering what the highlight of your summer is going to be? We bet it’s going to happen on July 14th & 15th.

So. What kind of music are you hoping to hear at your new favourite festival?

So. Interested in a festival that includes celebrity chefs on the artist lineup? You’ve come to the right place!

So. Beer, wine or cocktails? We’ll have them all 🍻🍷🍹

So. Are you ready to rock?

So. Are ready to hear what artists are coming to Sommo? Check back here tomorrow!