There’s also an incredible tension from the consumer, which is people usually don’t believe in claims. “We have an incredible product with an incredible truth, which is the long-lasting scent. “The beauty of this campaign is that it goes back to that tension that is created by what the consumer thinks of the product,” said Ciro Sarmiento, chief creative officer of Woven Collaborative. “We thought what better thing to do than launch our Super Bowl ad way ahead of the Super Bowl.” (Downy) “What we find is consumers have a hard time believing that Downy Unstopables could actually last as long as the brand claims that it can last,” said Jenny Maxwell, P&G’s senior brand director of North America Fabric Care, per AdWeek.
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