Hi there friends on Hive, Ecency and all other Frontends, here's a question I'm pretty sure if I ask, it will get you thinking a little bit.
I stopped to think and realized this interesting concept that literally the entire Advertising Industry is practical built on.
The TV commercials and now social media ads that cause people to experience feelings of happiness, excitement or adventure within them for example in relation to a simple product like Coca Cola which is literally "sugar water" elicit such sensations because the advertising industry is not only about selling commodities.
It involves disposing off a certain feeling, idea or encounter.
For instance, let us look at Coca Cola.
When was the last time you saw an advert on it that revealed how this drink was made? Probably never.
That’s why Coca Cola does not sell itself based on ingredients or production processes. This implies that they sell us joy and happiness in bottles of coke as if it is a promise.
By consuming coke one is not just having another drink but he/she believes that by doing this he/she will become happy and joyful. The reasons behind every Coca-Cola ad featuring happy and jovial people are two-fold: firstly, it represents the promise of a better experience rather than merely showing the bottle; secondly, it is all about making you feel exceptional during drinking sessions.
Moreover, Red Bull is guilty of the same thing. However, it isn’t regarded as just a mere energy drink; it does not sell itself. Rather, its promise lies in adventure and fun.
That is why Red Bull sponsors extreme sports like Formula One races and BASE jumping. By linking itself with all these adventurous ventures, then by extension, if you take their energy drink you will be able to do phenomenal things too. It’s about the hope of living a life that is more thrilling and daring.
But how do these companies create and package these promises? Let’s examine this further.
- But First Check Out These Commercials so you get the entire picture
- Making the Promise
First, you have to come up with a promise which is more than just a product. In Coca-Cola’s case, this guarantee pledges happiness and joy to its clients. For Red Bull, it means adventure and excitement. After defining the commitment they want to make, they use their commercials to convey these promises.
- Wrapping the Promise
This stage involves packaging. It refers to how that assurance is given in advertising messages to you by different firms. In Coca-Cola’s case for example, it would mean showcasing happy people having fun while enjoying their drinks at various places such as during summer barbecues, beach parties or family gatherings among others.
Regardless of whether it is at a family gathering or during a summer barbecue at the beach; Coca Cola adverts always portray people who are enjoying themselves.Alongside these happy scenes associate Coke in people’s minds with happiness and joy hence cocktails from this company will also make you happy.
Red Bull on the other hand adopts another approach. Instead of showing people having fun, what they do is concentrate on extreme activities like sky diving, snowboarding and rock climbing by way of its ads for example By associating their drink with these thrilling and adventurous activities such as skydiving, snowboarding and rock climbing (Coca Cola 2013). It implies that if you take Red Bull energy drink you will be able to do extraordinary things too.
Why it works
What is the reason behind the effectiveness of this kind of advertisement? Why do we continue trusting in such claims? The answer is simple; we have faith in them. We want to believe that Red Bull will energize us and make drinking Coca-Cola makes us happy. Thus, we fall into these promises even as they remain to us as mere advertisements.
The marketing industry comprises more than commodities; rather, it deals with dreams, emotions and sensations too. For example, Coca Cola gives promise of happiness while Red Bull stands for adventure and enthusiasm and both are good at selling product that can change our lives. As soon as this guarantee does not lose its value, businesses will keep on selling fantasies to customers.
If you're looking to create a brand, I'm certain these secrets could pretty much guarantee your success or really increase your success rate.
