Page 143 - 100 Great Marketing Ideas (100 Great Ideas)

The end result was that Grolsch exceeded the planned sales target
of doubling sales by a margin of 75,000 barrels (a 58.4 percent
increase overall). By combining country-of-origin effects with the
product’s USP, The Leith Agency created an award-winning, and
business-winning, campaign.

In practice

• Take a look at your advertising slogans and check if they are

boring. If you’ve been using the same one for more than three or
four years, it’s probably boring.

• Find a humorous or startling way to convey the USP.
• Look for a further feature of your product to link the USP to—for

example, place of origin, the way it is made, the age of the firm,
and so forth.

134 • 100 GREAT MARKETING IDEAS