So Bad... You Have No Choice but Love It

The longer people are exposed to something, the more emotionally attached they become to it—even if it's clunky, silly, or objectively "bad."

1. Bónus (Iceland): The Pink Pig That Became a National Treasure

Let’s start local—with the grocery chain that everyone living in Iceland has known forever. Believe it or not, the logo you see in the photo above is the updated version. The one before it, which lasted over 30 years, was even more hilarious. Some joked that the pig mascot’s eyes looked clearly intoxicated—and those jokes lasted for decades.

But over time, after seeing it day in and day out—often without even noticing it—the quirky little pig grew on people. It became something you felt emotionally attached to. Bónus pig became more than a logo—it became a part of Icelandic culture.

So much so that when the company tried to update the pig and fix its famously goofy eye, the public reacted. People missed the imperfection. That weird little pig wasn’t just a mascot—it was a friend. This is what long-term exposure does: it transforms the ordinary into something people are emotionally invested in.

Biedronka (Poland): The Plastic Bag That Became a Meme

So if you're ever enjoying a tourist destination and spot a guy in a white undershirt, flip-flops with socks, and a yellow plastic bag with a smiling ladybug on it... there's a 100% chance he’s from Poland.

Once just a throwaway item from Poland’s cheapest discount grocery store, the Biedronka bag slowly became a symbol of everyday Polish life. A whole social media trend grew from it. Why? Because it was familiar, and in its familiarity, it became funny, nostalgic—even lovable.

Just like the Bónus pig, the Biedronka bag wasn't meant to be iconic. But constant exposure created attachment. Over time, people started to associate it with identity, humor, and home.

Crocs: The Shoe That Was So Ugly It Became Fashionable

It’s been so long now, some might not even remember how laughable it once was to walk around in neon-colored foam clogs with holes. But people kept wearing them—first for comfort, some for irony, and now, it's just nice to have a pair, no matter your age.

Today, there are over 100 different models in every color imaginable. Crocs leaned into their weirdness, doubled down on it—and it paid off. Collaborations with celebrities and designers helped, but it was the slow, repeated exposure that turned Crocs into a cultural icon.

What does that teach us? That even the oddest product, if consistent and authentic, can win people over.

That even the oddest product, if consistent and authentic, can win people over.

Why This Matters for Content Creators and Brands

All of these examples share one thing: they weren’t perfect—but they were present. They showed up again and again in people’s lives. That’s exactly how valuable content works today. Not everything you publish has to be viral or beautiful. But if it’s real, consistent, and speaks from your brand’s true voice, people will start to care.

We believe that social media content is today’s most powerful form of word-of-mouth marketing. It builds trust the same way these underdog icons did: slowly, naturally, and with honesty.

So maybe you don’t need a perfect campaign. Maybe you just need to show up, say something real—and let time do the rest.