Page 37 - Unlock Sensory Power

COMPELLING CLAIMS AND
PRODUCT NAMES ARE KEY
WEAPONS IN MARKETING.
COMPETITIVE EDGE IS OFTEN
SECURED WITH CLEVER
USE OF LANGUAGE.
CILIT BANG
Bang. And The Dirt Is Gone.
COORS
The World’s Most Refreshing Beer.
NEUTROGENA HYDRO BOOST
Clinically Proven To Hydrate Skin
for 48 Hours.
BENECOL
Proven to Lower Cholesterol.
RED BULL
Gives You Wings.
The declining impact of direct
communications, coupled with the
rise of savvy consumers, highlights
a growing need to ensure claims are
felt as much as they are thought.
Daniel Grubbs, Managing Director
of PepsiCo Ventures explains:
“One way companies can
develop consumer understanding
of efficacy is through ‘sensorial
aspects’ or how you touch on
the senses.”
Grubbs points out that compelling
consumer claims may get investors
excited, but if the product lacks
sensory cues to drive the advantage
home, then success is likely to be
short lived.
The Red Bull illustration
demonstrates beautifully how
efficacy can be felt.