Anvanda or How to Sell a Bag by Making People Chuckle

Anvanda, despite sounding like some posh canned delicacy from Scandinavian seas, is actually just a simple carrier bag. Even the creators who designed it admit that happily. Their entire campaign stands in contrast to approaches we usually see on Kickstarter. There’s no pointless bragging, lengthy descriptions of obvious features or overused marketing slogans. All of these got replaced by a healthy and delicious dose of charm and cocky bluntness. Do these sell? Let’s find out!

A Look Inside the Bag

Använda comes in two sizes, both able to fit a small or medium sized laptop. Or pretty much anything you want. According to the creators, the bag is extra comfy and feels good when it’s resting on your body.

The amount of pockets in Anvanda was limited to two which makes the entire design more minimalistic and simple. Each buyer can choose from a whole array of colors starting from classic Dark charcoal grey to oriental pattern with birds. Customers can also choose whether they prefer authentic or artificial leather.

The bag itself can be carried in few different and easily changeable ways. You can wear it on your back, under the arm horizontally or vertically. All “modes” can be easily switched around and adjusted to your liking.

People responsible for the Anvanda bag boast about bag’s sturdiness and durability. It also sports an extendable rainproof cover and the material itself absorbs smells and is infused with anti-bacterial liner. Some pledging options include an additional leather wallet made with similar simplistic and minimalistic philosophy.

So there we have it. A bag and a wallet. Nicely crafted ones, just like many others on the market. So where’s the catch? How did the creators set themselves apart?

Charm is the Key

That’s right. The way Använda’s campaign is written is truly something else. The very title calls it a “great f*cking bag” and that’s just the tip of an iceberg. Entire tone of communication is mocking and hilariously comedic, sometimes even turning into a parody. For example: the classic “how does this work” section instructs us how to use a regular bag and how to put things inside it. Many infographics include team members making fun of each other.

And they keep going like that for the most of the text body. It makes you laugh and feel intrigued enough to continue reading. Creators come as full of themselves in a funny way, and yet the product somehow feels solid and on point. This approach definitely gives it personality that many Kickstarter born things lack. And we’ve been proven countless times how campaign’s text can often be more important that what it is actually advertising.

Final Strides

At the time of writing of this article, Använda still has a week to go before the campaign’s end. Currently they’re sitting on 871,473 USD, which means beating the initial goal of 12,000 USD by a huge margin. Bags are supposed to ship to backers in June, just in time for summer holidays.