Page 147 - 100 Great Marketing Ideas (100 Great Ideas)

that easily persuaded, but subconsciously the message gets through
that smelling better will improve your chances with women.
The idea actually grew from an earlier Unilever product, Impulse.
This was a body spray for women, and the advertising showed men
doing something romantic after catching a whiff of the Impulse-
sprayed woman—for example, chasing after her down the street
with a bunch of flowers. The motivation is similar: while the Lynx-
sprayed men enjoy the idea of a lot of sexy women chasing them,
the Impulse-sprayed woman enjoys romantic encounters with
attractive, non-threatening men.
In each case, the key lies in finding out what the real motivation is
for buying the product.

In practice

• Find the hidden motivator. Is it sex? Security? Respect of others?

Often these are totally separate from the apparent “surface”
motivation.

• It is OK to make the advertising a bit of a fantasy. Nobody really

believes advertising anyway—it all operates on the subconscious
level.

• Make the characters in your advertising believable. People relate

best to people who they perceive as being like them.

138 • 100 GREAT MARKETING IDEAS