Got Revelation?
Andrew Clarke
Making marketing successful. Founder, BrassIdeas. Brand Strategy, GTM, Branding, Messaging and In-Market Execution.
October 29, 1993: An advertisement like no other exploded on our screens.
It changed the milk business the way blockbuster films change Hollywood. (It was directed by Michael Bay after all.) It took the most boring product in the world—milk—and made it fun, compelling, essential.
It was an idea that ran and ran – because it was an idea, a real insight, a real consumer truth.
It was the absolute opposite of the feature-focused pablum they had been using to advertise milk
How much milk do you think that spot sold?
Instead, the peak of the new campaign coincided with the peak of milk sales.
No coincidence.
So here’s how they found the multi-million dollar insight.
GS&P discovered, through good old-fashioned qualitative research with a great strategy team, that people rarely drank milk for its own sake. Instead, it accompanied sandwiches, cereal, cookies, cake. In fact, it more than accompanied - it was essential to enjoying them. Take milk away and – disaster. Despair. Delirium. A genuine emotional reaction, crazed desire for milk.
That was the revelation that changed the business.
The ads that came from that insight enabled milk to print money.
So…
Do you have a business-changing, emotional, non-obvious insight?
If you’d like to find it, I’d love to meet you.
SEO Strategist | WordPress Developer | Executive Virtual Assistant
1 年Thanks for sharing
925.744.0279 | Search engine-optimized copy for Wellness, Education, & Real Estate ▲ Content Creation, Strategic Storyteller, Scripting, White Papers, B2B ▲ Past: Agency Copywriter & TV News Writer-Producer SF Bay Area
1 年Another interesting take on the emotional/human element: https://www.dhirubhai.net/pulse/what-real-disruptors-use-segment-target-customers-create-mara-rada/?trackingId=Cic7I6vITwiPX1jAgsXiTg%3D%3D
Copywriter, Ghostwriter, and Sought-After Brand Builder for People and Companies
1 年Great article. There is no prompt for this type of thinking. The amount of brands and people not willing to spend money on this kind of research these days never ceases to blow my mind. They are all about data when it comes to results, but not when it comes to human emotions. Perhaps the solution is to lump the research into the agency fee and say nothing about it. Just pay us for our wickedly good intuition.