Mini Marketing Case Study: The Lesbian Donkey

How to stand out in a crowded market

In an overcrowded market with minimal product variation (like the olive oil aisle at the grocery store), you need to grab attention at a glance. “Lesbian Donkey” does just that by pairing two words you rarely (if ever) see at the grocery store – especially together. It was so unusual, I had to pick it up.

Step 1: Grab Attention
Consumers can see over 5,000 brands a day (most subconsciously), so getting noticed is half the battle. Bold names, unexpected visuals, or risky copy make people pause – and that pause is priceless.

Step 2: Create an Emotional Connection
Once you have their attention, you need to act fast to form a bond. The story on this bottle did just that:

• The olives come from the mountainous region of Lesbos, Greece (hence “Lesbian”)
• The donkeys are at risk of extinction due to mechanized farming
• The brand explains how their sustainable farming methods support both the local community and the environment

This blend of humor and empathy connects with people who care about sustainability or simply enjoy an authentic story.

In seconds, this product:
• Caught my attention
• Allowed me to form a bond with the brand
• Explained their mission and why I should care

It was enough to sway my purchase decision.

Marketing tip for small businesses: Be bold enough to stand out! Don’t just sell a product by listing features – sell a brand people can relate to!

Hint: This olive oil didn’t catch my attention by saying it was tasty, smooth, and easy to cook with.