Why do people choose a particular brand of commercial varieties? The biggest secret of advertising is discovering the motive for buying. Here are some examples of how global brands look for the true reasons for buying their products through trial and error and then use small advertising tricks to boost sales.
The first Snickers chocolate bars in Russia appeared in 1992 presented as a snack that can replace a complete meal. For a long time, a consumer from former Soviet Russia could not get used to the fact that they could eat chocolate instead of soup for dinner, and bought a Snickers as a “sweet with tea.” Once the agency BBDO Moscow advertised the product as the real thing for teens who love sweets and do not like soup, the popular bar sales went through the roof.
Brandy, rum and gin were very popular in London in the late 19 th century . Promoting whiskey, therefore, was not easy. Thomas Dewar, the co-founder of ancestral brand, chose a surprising strategy.
He hired fake shoppers who visited various pubs and required whiskey Dewar’s. Naturally, it was not available, and they left. After several parishes Dewar himself appeared at the bar and offered to sign a contract on the supply of whiskey.
In 1892, Thomas Dewar went on a trip around the world. Over the period of two years he visited 26 countries, and the company began working in 1932. The sales increased by 10 times. Tommy Duhart wrote his famous book “A Walk Around the World.”
Once in the 1960′s in advertising Alka-Seltzer threw a glass of water, not one as earlier, and two tablets, the sale of the drug increased exactly in half. Cunning publicity stunt invented agency Tinker & Partners. There is a similar stunt for a shampoo advertising: once in the instructions for use shampoo indicated that it should be applied to the hair and rinse twice, the sale universally doubled.
Nikita Khrushchev first advertised Pepsi in Russia . In 1959 at the American National Exhibition in Moscow, Sokolniki the U.S. Vice President Richard Nixon, skillfully playing the role of host, invited Nikita Khrushchev to drink the sample. The photo in which the Soviet leader is holding the cup with the Pepsi logo had been on the pages of newspapers and advertising journals for a long time. That fateful moment in the history of the brand is considered a “Happy Birthday” Pepsi in Russia.
An interesting trick was also used for the cigarette brand Parliament. Initially, its price was lower than their main competitor, Marlboro, and sales were fairly modest. Parliament cigarettes were in the low-price category and few consumers appreciated their exclusive filter. Then, a year later, their price became higher than Marlboro, hitting a niche “premium”, which happened because of their different filter.
Founder of the biggest store chain Woolworth have found the correct insight that allowed him to forge millions. Shy and stammering young man from a village in the age of 21, settled as assistant seller in a small shop. In that time the price of goods in the stores, placed on the counter for the seller, was not shown. Seller “by eye” determined the richness of the buyer, and called its price. Further, the buyer trade, or buy. Poor Frank didn’t know how to do that. He was so afraid that one day even fainted while he worked. Because of that, a shop owner fired him. Before opening the store Frank attached to the lowest possible price on paper (a prototype of the modern price tag). The whole sticker, dumped in a warehouse, he put on a huge table, and attach the plaque with the inscription “All five cents.” He placed table near a window so that the goods and the plate was visible from the street. Shaking with fear, he waited for customers by hiding behind the counter. All goods are sold out for several hours. Frank retired from the owner, took the money and opened his own shop. In 1919, the Woolworth empire consisted of thousands of shops, and a personal fortune of Frank was about 65 million.
The famous and best-selling (after the Bible) “Guinness World Records” is nothing more than a publicity stunt invented by the Managing Director of Guinness Brewery, Sir Hugh Bivero. In 1954, at a dinner hosted by “Wexford” for hunters, Hugh Beaver started with one of the guests asking him, who flies faster – plover or grouse. This is where the Beaver started this unfolding debate about the “most-most.” And he decided that he should create a book that will contain the records officially confirmed in various fields. Years was spent on research, and in August 27, 1955 everything was ready for the first book on 198 pages. The success was stunning: even before Christmas it became a bestseller in Britain, bringing a good income.
In 1913, the Camel cigarette brand is one of the first in America tested the teaser ads. Deciding that a camel – it is not only a vivid image, but also an excellent opportunity for advertising innovations, experts of the company RJR for a few days before admission to the sale of cigarettes, published a cryptic messages in the newspapers . “Camels” – read the first one. A few days later, a new message: “The camels are coming” and then: “Tomorrow, the camels will be greater than in Asia and Africa combined!” The next morning, intrigued by the Americans finally learned the truth. “Camel cigarettes are here!” and new cigarettes are born.
The original logo of the company Nestlé, founded in the 60 years of 19 century, was as follows: nest with three birds and their mother. As a trade mark for its first product, Henri Nestlé (Henri Nestlé) used a family coat of arms. It is believed that traditional family should have parents and three children, at that time. Later, closer to the mid 20 th century, the tradition has changed. And logo was changed also.
Marlboro brand first time appeared in 1924 and positioned itself as the first lady’s cigarettes. It was picked purely feminine slogan: «Mild as May» – «Gentle as May”. Mae West, Hollywood star, was hired as an advertising person. Packing of cigarettes was also made for ‘The ladies’ audience: a filter with a stripe of red serve. It has a dual purpose: to hide sloppy trail of lipstick and to protect women’s white teeth from yellowing. But no matter how they tried, product was not enough attractive to women: people had a painful dry cough. Therefore, in order to survive in the market after two decades, the brand had to change their sex. In order to change the perception of cigarettes with filter, as a product “for girls”, Philip Morris has hired one of the best American specialists on advertising – Leo Burnett, which coined the image of “Cowboy – tamer of the prairie.” Cowboy – the embodiment of American spirit – touched a consumers. Posters of these heroes of America – brutal guys, the likes of wild steppes, was a huge success. They conquered all – men and women, black and Latino. Marlboro sales in just one year grew so much that began to occupy the fourth position in the ranking of sales of all tobacco products. In addition, Malrboro were produced in, which later became the standard packaging, «Flip-top». Such a package has and a tremendous marketing value.
When the drink Red Bull started to work in Europe and the U.S., main competitors were Coca-Cola, Pepsi, Molson, Labatt and Anheuser-Busch. The concept was similar among all – all toned and stimulated, while energy Jolt Cola contained doubled, compared to Red Bull, caffeine. Then Dietrich Mateschitz was preparing to made risky step. He put a double price compared with its competitors, reducing the amount of container and began to place banks in stores, not only in departments of drinks, but also among other products. In addition, boxes of Red Bull were distributed free to students on college campuses. Red Bull was especially popular on collage and, later, parties because it has ben discovered he it made a perfect drink mixed with vodka. Thus were born a new and hugely popular cocktail Vodka Red Bull.
Rumor has it that the so-called casual fridays, when you can depart from the strict dress code, adopted in large companies and change the official costume for casual clothes, came up with P & G for promotional purposes. In the 80 years of 20 century the world’s largest company P & G has been the market leader in washing powders in the USA. But, despite the high advertising activity, market share does not want to grow. The company then conducted a study and evaluate the market care for clothing. In percentage terms it was found out that the powder used in 65% of cases, and dry cleaning – 35%. Further, the company found that 70% of washing powder are employed and 5 of 7 days a week, go to the suits that they give to the dry cleaners. Furthermore, joint research P & G and Levi Strauss Jeans showed that employees in their everyday clothes are much more creative and efficient people. And what have they done? P & G within the company introduces the right to go to job on Fridays in everyday clothes. This efforts of both companies received huge coverage in the press, and many corporations have followed. Market detergents grew by 20%.
Tefal has long believed that the primary motivation for buying a frying pan with teflon coating is that the preparation of these pans do not require spending a single gram of oil. However, subsequently it became clear that the main incentive for their purchase was the fact that the pan is very easy to clean because food does not stick to their surface. Content of the advertising campaign then has been changed and that greatly increased its effectiveness.
In the early 1980′s Timberland Company went through difficult time. It produced high-quality court shoes, and the price was lower than the industry-leading companies Topsiders. It seemed that a good product and low price should be a wining combination, but things went bad. Then, Timberland took a very simple solution: they raised their prices, so those are much greater than the prices offered by Topsiders. Sales have increased dramatically. That confirms the authenticity of statements by David Ogilvy, “The higher the price, the more desirable it becomes good in the eyes of the buyer.”
When the U.S. opened the first stores IKEA, after already received recognition in Europe, sales of furniture does not justify any expectations. After the study which found that Americans like the simplicity of design, and they wanted to match furniture to larger size of their houses. All that needed to be done – to increase the size of furniture.
Usually, all the children, after they eat candy, has sticky hands, and they’re just wipe them on cloth. Lollipop (original wood), which could suck invented in 1958 by Enrique Bernat. Main characteristic of the product was that it could suck, not dirtying clothes and hands. In the same time appeared the first slogan of Chupa Chups – «It’s round and long-lasting» (~ He is round and long). Fifty five years later, it’s still very popular.
South African diamond company De Beers offered the men a solution to all their problems with women, with brilliant advertising campaign. In 1948, Harry Oppenheimer, head of De Beers, went to New York to meet with representatives of the advertising agency NW Ayers. They went there with the intention to change the way people thought about diamonds: it is necessary to make the stone ceased to be a trinket-bags, and became everyday commodity, without which ordinary people could not do without. Promotional posters featuring spectacular actresses with the rings on his fingers and earrings have replaced black and white posters with images of diamonds and the words “It removes the headache from 1888″, “Think about it. Divorce is expensive “, ” No, your wife did not pay for this advertisement (But she told us which newspaper you read)” and so on. Since De Beers has proven that you can sell a luxury for women through their men.