How brands became famous accidentally found the true reason for buying products and were able to convince their consumers to buy even more.
The reasons for the purchase are a big advertising secret. No matter how well marketers think of themselves, they still can’t sort out the motives of human behavior and predict the reaction of buyers. They are looking for insights, classifying, summing up scientific bases, but despite this, quite often they manage to find the right strategy in a strictly experimental way.
Why do people choose this particular brand from the whole variety of products in this category? What quality of the advertised product should be emphasized in order to encourage the consumer to buy?
The history of the development of Marlboro and the emergence of the famous cowboy is widely known. But there is one more tricky move this brand, which is often forgotten.
Cardboard packs with flip-top lids, which are now the standard for cigarette packaging, were invented at Marlboro. And not for the purpose of innovation or demonstration of design ideas. And strictly for advertising purposes - to make Marlboro smokers a walking channel of communication.
The thing was that consumers learned how to pull cigarettes out of soft packs without taking them out of their pocket, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, and the new one always attracts attention.
Over the years, of course, people have learned to pull cigarettes out of flip-tops without taking the pack out of their pocket. It's time to come up with a new complex packaging for Marlboro, but they didn't have time. Dunhill, the brand of British American Tobacco, has done it all by giving their cigarettes a more premium look. In order to get a dose of nicotine from a Dunhill pack, you need to open not only the cap, but also the valve. You definitely can't do it in your pocket.
What's more, Dunhill called this internal valve the beautiful word "humidor" for extra luxury. Historically, a humidor is a box for storing cigars, which maintains an optimal level of humidity, and the aroma does not disappear. Dunhill hints to its consumers that cigarettes in such a pack are close in quality and aroma to cigars. And it's okay that a pack of Dunhill costs you 60 rubles in Russia. But how beautiful.
There is beautiful legend about how Estée Lauder started selling her perfume. Things were not going well for her, and her products were reluctantly taken for sale in shops and salons. Then young Miss Lauder came to the largest perfume shop in New York and - oh! - as if she had accidentally smashed a bottle of her perfume on the floor. The customers became interested in what kind of marvelous fragrance it was, and the store simply had to conclude a supply contract with Estée Lauder.
One summer in 1896, Henry Heinz was walking around New York when he saw an advertisement on the street. shoe store, offering customers "21 styles of shoes." By analogy, he decided to write "57 options" on his ketchups and sauces. This number had nothing to do with the actual range figures, but Heinz really liked it. And impressed customers.
The history of the brand began in 1879, when Lare Olsson Smith created new variety vodka - "Absolute Rent Bravin" ("Absolutely Pure Vodka"). Its main difference is the purity achieved by the rectification method.
In the 1970s, Lars Lindmark took Absolute Rent Bravin under his wing. Such a fine vodka had to be marketed accordingly: everything had to be "absolute", like the product itself. Gunnar Broman, who was then developing the promotion concept, saw a traditional Swedish medical bottle with some kind of medicine in a pharmacy window and was shocked by its perfection and simplicity - it became the prototype for the container that the whole world knows now. Which - in many ways - became the reason for the cult status of Absolut vodka.
The manufacturer of the most famous bikes in the world has been holding the first place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a logo tattoo.
Mezcal - traditional alcoholic drink, produced, like tequila, in Mexico from agave. Technically, tequila is also mezcal, but of a different variety and, objectively speaking, much better taste.
Mezcal became popular outside of Mexico only because of the corpse of a caterpillar floating at the bottom of the bottle. The poor larva does not affect the taste of mezcal in any way - this is a well-thought-out publicity stunt. Exotic!
Europeans and Americans cheerfully drink mezcal, and then solemnly share the caterpillar for everyone - this is how it is supposed to be now. And the Mexicans chuckle at how cleverly they managed to bring their alcohol to the world market.
Tefal has long believed that the main motive for buying Teflon-coated pans is that cooking in these pans does not require a single gram of oil to be used. However, later it turned out that the main incentive for their purchase was the fact that frying pans with such a coating are very easy to clean, because food does not stick to their surface. The content of the advertising campaign was changed, which significantly increased its effectiveness.
In Russia, the first Snickers chocolate bars appeared in 1992 and were positioned as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that for lunch instead of soup you can eat a chocolate bar, and bought Snickers as a "sweet tea". After BBDO Moscow took over the creative service of the brand, Snickers was repositioned for teenagers, who, for the most part, love everything sweet and do not like soup.
There is a similar tale about a brilliant marketer who first came up with the idea to indicate in the shampoo instructions that it should be applied to the hair and washed out twice, which led to a double increase in sales. Well, remember the commercials for chewing gum in pillows. How many pillows do advertising characters put in their mouths? That's it.
The main marketing ploy of Pepsi is considered to be a move during the Great Depression in the States, when Pepsi was sold in bottles of 340 ml, while Coca Cola was sold at 170. The price remained the same: 5 cents per bottle. Such ungodly dumping was accompanied in advertising by a scathing song with the text “Pepsi-Cola hits the mark, 12 full ounces is a lot! Twice as much for the same coin! Pepsi-Cola is the drink for you."
Pepsi doubled its sales from 1936 to 1938, thanks to the Great Depression. And the slogan permeated the brains of American consumers for another 20 years. In part, Pepsi adheres to the same “more for the same price” policy now, 75 years later. For example, in Russia Coca Cola is sold in bottles of 0.5 liters, and Pepsi - 0.6.
From the history of Timberland. Timberland was going through hard times in the early 1980s. It produced quality pumps, the price of which was lower than that of the industry leader, Topsiders. It seemed a good product and low price were supposed to work for them, but things weren't going well. Then Timberland made a very simple decision: they raised their prices so that they far exceeded the prices offered by Topsiders. Sales have skyrocketed. Which confirms the authenticity of David Ogilvy's statement "The higher the price, the more desirable the product becomes in the eyes of the buyer." The same technique of “artificially inflated demand” has been used by luxury brands for decades.
At one time, the Parliament tobacco brand went the same way. Initially, its prices were lower than the main competitor Marlboro, which is also owned by Philip Morris, and sales were rather modest. It was very difficult for consumers to choose among the mass of offers of the same price segment, and they chose the familiar, spitting on the exclusivity of the Parliament filter. The brand had to leave the market for a year and, on reflection, restart at a much higher price.
Founder largest network Woolworth stores and the inventor of grocery price tags and supermarkets found the right insight that allowed him to make millions. A shy and stuttering young man from the village at the age of 21 got a job as a sales assistant in a small shop. At that time, the price of goods in stores placed on the counter behind the seller was not indicated. The seller "by eye" determined the solvency of the buyer and called his price. Then the buyer either bargained or left. Poor Frank did not know how at all and was very afraid to invite buyers, praise the goods, and bargain. He was so afraid that once he even fainted right during work. As punishment, the store owner left him to trade alone for the whole day, threatening that if the revenue was less than the usual daily, he would fire him.
Before the store opened, Frank attached a piece of paper with the lowest possible price (the prototype of the modern price tag) to all the goods. He laid out all the stale goods dumped in the warehouse on a huge table, attaching a sign to it with the inscription "Everything is five cents." He placed the table near the window so that both the goods and the sign could be seen from the street. And shaking with fear, he began to wait for buyers, hiding behind the counter.
All goods were sold out in a few hours, and the revenue for the day was equal to the weekly. Buyers, holding the goods in their hands and seeing the price written on it, gave money without haggling.
Frank left the owner, borrowed money and opened his own shop. In 1919, Woolworth's empire consisted of a thousand stores, and Frank's personal fortune was approximately 65 million.
The famous and best-selling (after the Bible) "Guinness Book of Records" is nothing more than a publicity stunt invented by the managing director of the Guinness brewing company, Sir Hugh Beaver. In 1954 at dinner, arranged by the company"Wexford" for hunters, Hugh Beaver started an argument with one of the guests, who flies faster - a plover or a grouse. It was then that it dawned on Beaver that everything the globe during such small gatherings over a mug of beer, real disputes about the “very best” unfold. He decided that it was worth creating a book that would contain officially confirmed records in various fields.
The year has gone to research work, and on August 27, 1955, the first 198-page book was ready. The success was stunning: even before Christmas, it became a bestseller in the UK, bringing a good income to the beer brand. And at first the name of the Guinness stout influenced the sale of the Book, and then the yearbook began to help the parent brand.
In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, it was not easy to promote whiskey. The cunning Thomas Dewar, one of the founders of the family brand, chose an unexpected strategy. He hired dummy buyers who visited various pubs, demanding to pour them Dewar's whiskey. Naturally, it was not on sale, and they left. After several such visits, Dewar himself appeared at the bar and offered to conclude a contract for the supply of whiskey.
In 1892, Thomas Dewar went on a trip around the world. In two years, he visited 26 countries, and 32 agents began to work for the company and several Dewar's export companies appeared. The company's turnover has grown 10 times during this time. And Tommy Dewar wrote his famous book, Walk Around the World. Thomas and his statements are now building Dewar's advertising campaigns around the world, separating the brand from competitors.
One of the first teaser ads in America was tested by the tobacco brand Camel in 1913. Deciding that a camel was not only a memorable bright picture, but also an excellent occasion for advertising innovations, specialists from the RJR tobacco company, a few days before the first batch of cigarettes went on sale, gave mysterious ads in newspapers in almost ninety American cities. "Camels" - said the first of them. A few later, the message “Camels are coming” appeared, and then - “Tomorrow there will be more camels in the city than in Asia and Africa combined”! The next morning, the frightened and intrigued Americans finally learned the whole truth. "Camel" cigarettes. already here!” read the final announcement. The Americans, shocked by unusual advertising, of course, tried Camel.
When the first IKEA stores were opened in the US, already recognized in Europe, furniture sales fell short of expectations. After the study, it turned out that although Americans liked the simplicity of design, they wanted the furniture to fit the larger sizes of their homes. All that needed to be done was to increase the size of the furniture.
Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull out wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process and wanted to somehow make his life easier. Then came the idea of a disposable "diaper" - a highly absorbent folded pad that was planned to be placed in specially shaped underpants. After several experiments with different materials Mills developed a new product for P&G, which they began to produce under the Pampers trademark, which became a household name.
Usually, all children, after they eat caramel, their hands become sticky, and they, without hesitation, wipe them on their clothes. A lollipop (originally wooden), which could be sucked as if on a fork and without soiling clothes, was invented in 1958 by Enrique Bernat. The USP of the product was that it could be sucked without soiling clothes and hands. At the same time, the first Chupa Chups slogan appeared - “It's round and long-lasting” (~ It is round and long). The innovative stick, convenient packaging and bright logo by Salvador Dali have been appreciated by consumers in all countries of the world for more than 50 years continuing to suck on fruit candy.
When the drink was introduced to a wide market (Europe, USA), Coca-Cola, Pepsi, Molson, Labatt, and Anheuser-Busch were the main competitors. Everyone had a similar concept - they toned up and stimulated, and the energy drink Jolt Cola contained, among other things, a double dose of caffeine compared to Red Bull.
Then Dietrich Mateschitz took a risky step: he artificially doubled the price compared to his competitors, reduced the volume of containers resembling a battery, and began placing cans in stores not in the beverage department, but in any other (pay attention when the next once you go to the store - Red Bull cans, along with other energy drinks, can be found almost in the sausage department, including the alcohol one).
In addition, boxes of Red Bull were distributed free of charge to students on university campuses. At the student revels, Red Bull went with a bang, because, by a chance and happy coincidence, it quickly turned out that it fits perfectly with vodka. Thus, the new Red Bull Vodka cocktail, which became very popular, was born.
Rumor has it that the so-called casual fridays, when you can move away from the strict dress code adopted in large companies and change your formal suit to casual clothes, was invented by P&G for advertising purposes. In the 80s of the 20th century, the world's largest company P&G was the leader in the US laundry detergent market. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and assessed the clothing care market. As a percentage, it turned out that the powder is used in 65% of cases, and dry cleaning - in 35%. The company further found that 70% of consumers washing powder are self-employed and wear suits 5 out of 7 days a week, which they take to the dry cleaners.
Further, joint research by P&G and Levi Strauss Jeans showed that employees in casual clothes more creative and work much more efficiently than those who wear suits. And what did they do? P&G internally introduces the right to walk on Friday in casual clothes. This news, through the efforts of both companies, received huge coverage in the press, and many corporations followed suit. The laundry detergent market grew by 20%.
Victoria's Secret
Once Roy Raymond decided to give his wife a gift and went to the store in search of beautiful lingerie. He wandered for a long time among the shelves with products, confused in the "otherworldly" world of women's accessories. And even salespeople trained to serve women couldn't help him make a purchase. So Roy left empty-handed, but with a revolutionary idea. In 1977, he opened his first store, Victoria's Secret, positioning itself as a new type of lingerie store. The store combined European elegance with a friendly environment that even men felt comfortable in. And by launching a program to sell lingerie through catalogs, Raymond made a real revolution in the very approach to selling lingerie in the world.
However, five years later, Roy Raymond was forced to sell Victoria's Secret to Leslie Wexner, who immediately got rid of the image of a "paradise for men", relying on a female audience. Fashionable underwear from Victoria's Secret began to be positioned as an affordable luxury.
And Roy Raymond, at the age of 47, after several unsuccessful business ventures, committed suicide in 1993 by jumping off the Golden Gate Bridge in San Francisco.
One of the oldest fast food restaurant chains in the United States was founded by Harlan Sanders (1890-1980) in his 60s. Before that, he led a rather miserable life. Having only 6 classes of education, by the age of 40, Garlan managed to change several dozen professions. He traded tires, was a stoker, a military man, a conductor, helped farmers, worked as a peddler and much more. Having tried a lot of professions, he never found a single one in which he could hold out for a long time. The family lived in poverty, but the wife endured all the problems of her husband steadfastly, and until the last she believed in him.
In 1930, Sanders opens his auto repair shop. Soon, he decides that he needs to make a small dining room for customers. Garlan allocated one room of the workshop for the dining room (his family lived in several others). In this room was dinner table and 6 chairs. Sanders cooked food directly on home kitchen. Soon, his auto repair shop became famous throughout Kentucky for its fried chicken. It was called: "Kentucky Fried Chicken Harlan Sanders." All clients noted the quality of his seasoning, which he prepared from 11 different spices.
In 1937, he opened the Sanders Court & Cafe Motel, which was also a fast food restaurant in its own right. In the 1950s, Sanders began selling his "Garlan Sanders" chickens to other restaurants across America. In the early 1960s, Garlan Sanders' customers were already several hundred US restaurants.
Woolworth
The founder of the largest Woolworth chain of stores and the inventor of grocery price tags and supermarkets found the right insight that allowed him to make millions. A shy and stuttering young man from the village at the age of 21 got a job as a sales assistant in a small shop. At that time, the price of goods in stores placed on the counter behind the seller was not indicated. The seller "by eye" determined the solvency of the buyer and called his price. Then the buyer either bargained or left. Poor Frank did not know how at all and was very afraid to invite buyers, praise the goods, and bargain. He was so afraid that once he even fainted right during work. As punishment, the store owner left him to trade alone for the whole day, threatening that if the revenue was less than the usual daily, he would fire him.
Before the store opened, Frank attached a piece of paper with the lowest possible price (the prototype of the modern price tag) to all the goods. He laid out all the stale goods dumped in the warehouse on a huge table, attaching a sign to it with the inscription "Everything is five cents." He placed the table near the window so that both the goods and the sign could be seen from the street. And shaking with fear, he began to wait for buyers, hiding behind the counter.
All goods were sold out in a few hours, and the revenue for the day was equal to the weekly. Buyers, holding the goods in their hands and seeing the price written on it, gave money without haggling.
Frank left the owner, borrowed money and opened his own shop. In 1919, Woolworth's empire consisted of a thousand stores, and Frank's personal fortune was approximately 65 million.
nintendo
History of a Japanese company specializing in the creation computer games and game consoles, began in 1889. Then the company was called Marufuku and released playing cards in a special Japanese style which were hand painted and then varnished. In 1902, the company began to produce Western-style cards, which were unknown to the Japanese at that time, and soon became one of the leaders in the gambling industry.
In the 1970s, Nintendo moves from cards to simple toys. At that time, there were many interesting toys: baseball ball dispenser "Ultra Machine", mechanical arm"The Ultra Hand" and a playful love test device "Love Tester". In 1978, Nintendo entered the production of arcade games.
Pampers
Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull out wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process and wanted to somehow make his life easier. Then came the idea of a disposable "diaper" - a highly absorbent folded pad that was planned to be placed in specially shaped underpants. Mills tested the first models on his own grandchildren - in general, he tested everything on members of his family. At a time when everyone brushed their teeth with tooth powder, his wife and daughter did it with a liquid toothpaste that Mills came up with.
After several experiments with different materials, Mills developed a new product for P&G, which they began to produce under the Pampers trademark, which became a household name. In retirement, the inventor of "diapers" became interested in travel and mountaineering. Mills was well into his 80s and still climbing mountains. Victor Mills died at the age of 100 in 1997.
Sela
Boris Ostrobrod left the USSR in the early 90s for Israel. There he settled in Tel Aviv and engaged in trade. He began to carry swimsuits from Israel to Russia. A small batch of the first swimsuits, bought by Ostrobrod together with his brother Arkady Pekarsky with their small savings, sold out almost instantly.
This was followed by work with the Chinese. The brothers began to order clothes from under heaven. After the first successes in the field of sales, Boris realized that real success can be achieved only by taking control of production. Which he did. After all, the world's famous clothing brands also made them in China. Since they were able to conduct quality control in China, why not try?
This is how the Sela brand appeared, the main market of which was Russia. At the same time, all production was concentrated in China, and the company's headquarters is located in the capital of Israel, Tel Aviv. Interestingly, the very word Sela in Hebrew means "rock".
Nike
Phil Knight was a middle distance runner for the University of Oregon. He was a very mediocre athlete. But he knew perfectly well how terrible American sneakers were. At the same time, German Adidas for most people in the 60s were a real luxury, as they cost much more than local products, although they were ten times higher in quality. Knight decided to fix the situation and create Blue Ribbon Sports, which would produce cheap American sneakers that would be as good as the German Adidas and Puma.
Knight came to the conclusion that the only way to sell high-quality, and at the same time inexpensive sneakers is by producing them in Asia. In 1964, after investing $500 each, Knight and his trainer Bowerman ordered 300 pairs of running shoes from the Japanese company Onitsuka Tiger (now ASICS). Phil began selling Japanese sneakers in the US straight from his van.
Sales began to grow, and slowly the business began to grow from a simple resale of other people's sneakers into the production of their own under the Nike brand.
Hilton
In June 1919, Conrad Hilton, who was then 31 years old, arrived in the Texas town of Cisco. He recently experienced the bankruptcy of his first enterprise - a bank that did not last a year. After its liquidation, Conrad still had 5,000 US dollars left, and he was going to open a new bank or, if possible, buy a suitable one. But very soon his plans changed.
In search of lodging for the night, he went to the local hotel Mobley. The banker-loser was struck by the crowds in the lobby of people who literally fought for free rooms. Crowds of clientele are the real dream of any businessman, Hilton thought at that moment. But the owner of the hotel was not pleased with this, and it turned out that he was not averse to selling his 60-room Mobley. This was enough to make Hilton forget about any banks forever. A few days later he became the owner of his first hotel, and six years later he opened the first hotel of his name in Dallas - the Dallas Hilton.
Adidas and Puma
Shortly after the First World War, in early 1920, the Dasslers on family council decided to organize a family business - sewing shoes under the Dassler brand. The first products of the Dassler family were slippers and orthopedic shoes for training disabled athletes (of which there were many after the war). The material for them was decommissioned military uniforms, and the soles were cut out of old car tires.
In 1924, the Dassler Brothers Shoe Factory was founded. Two brothers with opposite personalities complemented each other - Adolf is a calm and balanced producer, while Rudolf is an active and sociable salesman. A year later, Adolf invented and sewed the world's first football boots with spikes, which were forged by blacksmith brothers Zelein. The football model turned out to be comfortable and, together with gymnastic slippers, became the main product of the Dasslers. On summer Olympic Games 1928 already several athletes performed in Dassler shoes.
After the death of their father in 1948, the brothers quarreled and, after dividing the factories, founded the new firms Adidas and Puma. After the collapse of the family business, the brothers did not talk to each other, and Puma and Adidas became the most fierce competitors.
viagra
In 1992, in the town of Pfizers Sandwich (UK), Pfizer conducted research on a new medicinal product- sildenafil citrate, which was created to treat many heart problems. The developers believed that sildenafil citrate would increase blood flow to the heart muscle and lower blood pressure.
But studies have found that sildenafil citrate does not particularly affect myocardial circulation or blood pressure. It also turned out that some male participants in the experiment were unwilling to return the pills at the end of the trial (and one even broke into the laboratory where sildenafil was made to stock up on the drug for future use). In all, the reason for refusal was a sharp improvement in erectile function.
Scientists from the pharmacological company Pfizer did not lose sight of such an unexpected property of sildenafil citrate and recognized it as good remedy to combat erectile dysfunction. This is how the drug Viagra appeared, the name came from the combination of the words "Vigor" (strength, power) and Niagara (Niagara Falls) - the most powerful waterfall in North America.
Mars
In 1911, 28-year-old Frank Mars, with the money earned from the trade in sweets, which he has been engaged in since the age of 19, opens his own store with his wife. The confectionery shop was located right in the house of Mars, and trade was conducted through the kitchen window. The range of the candy shop consisted of sweets with different fillings, which Frank and Ethel sculpted by hand.
Once Mars was walking around the city with his son, and the son asked his father to buy him chocolate. In those years, chocolate was sold only by weight, however, as were Henkel's laundry detergents. For people, this created inconvenience, especially in hot weather. summer days- even if you carefully eat chocolate that quickly melted in the sun, it was very easy to get dirty with it. At that moment, Frank thought, what if? ... And this "if" was embodied in small slices of chocolate that were wrapped in foil.
As a result, a chocolate bar called Milky Way becomes a bestseller for a young enterprise in a matter of days. In 1925, the new bar was recognized as the leader in the chocolate market. Sales are growing steadily, and the company is developing further, opening up new markets for the sale of its products.
Shared
How brands became famous accidentally found the true reason for buying products and were able to convince their consumers to buy even more.
The reasons for the purchase are a big advertising secret. No matter how well marketers think of themselves, they still can’t sort out the motives of human behavior and predict the reaction of buyers. They are looking for insights, classifying, summing up scientific bases, but despite this, quite often they manage to find the right strategy in a strictly experimental way.
Why do people choose this particular brand from the whole variety of products in this category? What quality of the advertised product should be emphasized in order to encourage the consumer to buy?
The history of the development of Marlboro and the emergence of the famous cowboy is widely known. But there is another tricky move of this brand, which is often forgotten.
Cardboard packs with flip-top lids, which are now the standard for cigarette packaging, were invented at Marlboro. And not for the purpose of innovation or demonstration of design ideas. And strictly for advertising purposes - to make Marlboro smokers a walking channel of communication.
The whole point was that consumers were in the habit of pulling cigarettes out of soft packs without taking them out of their pocket, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, and the new one always attracts attention.
Over the years, of course, people have learned to pull cigarettes out of flip-tops without taking the pack out of their pocket. It's time to come up with a new complex packaging for Marlboro, but they didn't have time. Dunhill, the brand of British American Tobacco, has done it all by giving their cigarettes a more premium look. In order to get a dose of nicotine from a Dunhill pack, you need to open not only the cap, but also the valve. You definitely can't do it in your pocket.
What's more, Dunhill called this internal valve the beautiful word "humidor" for extra luxury. Historically, a humidor is a box for storing cigars, which maintains an optimal level of humidity, and the aroma does not disappear. Dunhill hints to its consumers that cigarettes in such a pack are close in quality and aroma to cigars. And it's okay that a pack of Dunhill costs you 60 rubles in Russia. But how beautiful.
There is a beautiful legend about how Estée Lauder started selling her perfumes. Things were not going well for her, and her products were reluctantly taken for sale in shops and salons. Then young Miss Lauder came to the largest perfume shop in New York and - oh! - as if she had accidentally smashed a bottle of her perfume on the floor. The customers became interested in what kind of marvelous fragrance it was, and the store simply had to conclude a supply contract with Estée Lauder.
One summer in 1896, Henry Heinz was walking around New York City when he saw an advertisement for a shoe store on the street that offered customers "21 styles of shoes." By analogy, he decided to write "57 options" on his ketchups and sauces. This number had nothing to do with the actual range figures, but Heinz really liked it. And impressed customers.
The history of the brand began in 1879, when Lare Olsson Smith created a new brand of vodka - "Absolute Rent Bravin" ("Absolutely Pure Vodka"). Its main difference is the purity achieved by the rectification method.
In the 1970s, Lars Lindmark took Absolute Rent Bravin under his wing. Such a fine vodka had to be marketed accordingly: everything had to be "absolute", like the product itself. Gunnar Broman, who was then developing the promotion concept, saw a traditional Swedish medical bottle with some kind of medicine in a pharmacy window and was shocked by its perfection and simplicity - it became the prototype for the container that the whole world knows now. Which - in many ways - became the reason for the cult status of Absolut vodka.
The manufacturer of the most famous bikes in the world has been holding the first place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a logo tattoo.
Mezcal is a traditional alcoholic drink produced, like tequila, in Mexico from agave. Technically, tequila is also mezcal, but of a different variety and, objectively speaking, much better taste.
Mezcal became popular outside of Mexico only because of the corpse of a caterpillar floating at the bottom of the bottle. The poor larva does not affect the taste of mezcal in any way - this is a well-thought-out publicity stunt. Exotic!
Europeans and Americans cheerfully drink mezcal, and then solemnly share the caterpillar for everyone - this is how it is supposed to be now. And the Mexicans chuckle at how cleverly they managed to bring their alcohol to the world market.
Tefal has long believed that the main motive for buying Teflon-coated pans is that cooking in these pans does not require a single gram of oil to be used. However, later it turned out that the main incentive for their purchase was the fact that frying pans with such a coating are very easy to clean, because food does not stick to their surface. The content of the advertising campaign was changed, which significantly increased its effectiveness.
In Russia, the first Snickers chocolate bars appeared in 1992 and were positioned as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that for lunch instead of soup you can eat a chocolate bar, and bought Snickers as a "sweet tea". After BBDO Moscow took over the creative service of the brand, Snickers was repositioned for teenagers, who, for the most part, love everything sweet and do not like soup.
There is a similar tale about a brilliant marketer who first came up with the idea to indicate in the shampoo instructions that it should be applied to the hair and washed out twice, which led to a double increase in sales. Well, remember the commercials for chewing gum in pillows. How many pillows do advertising characters put in their mouths? That's it.
The main marketing ploy of Pepsi is considered to be a move during the Great Depression in the States, when Pepsi was sold in bottles of 340 ml, while Coca Cola was sold at 170. The price remained the same: 5 cents per bottle. Such ungodly dumping was accompanied in advertising by a scathing song with the text “Pepsi-Cola hits the mark, 12 full ounces is a lot! Twice as much for the same coin! Pepsi-Cola is the drink for you."
Pepsi doubled its sales from 1936 to 1938, thanks to the Great Depression. And the slogan permeated the brains of American consumers for another 20 years. In part, Pepsi adheres to the same “more for the same price” policy now, 75 years later. For example, in Russia Coca Cola is sold in bottles of 0.5 liters, and Pepsi - 0.6.
From the history of Timberland. Timberland was going through hard times in the early 1980s. It produced quality pumps, the price of which was lower than that of the industry leader, Topsiders. It seemed like a good product and low price should have worked for them, but things weren't going well. Then Timberland made a very simple decision: they raised their prices so that they far exceeded the prices offered by Topsiders. Sales have skyrocketed. Which confirms the authenticity of David Ogilvy's statement "The higher the price, the more desirable the product becomes in the eyes of the buyer." The same technique of “artificially inflated demand” has been used by luxury brands for decades.
At one time, the Parliament tobacco brand went the same way. Initially, its prices were lower than the main competitor Marlboro, which is also owned by Philip Morris, and sales were rather modest. It was very difficult for consumers to choose among the mass of offers of the same price segment, and they chose the familiar, spitting on the exclusivity of the Parliament filter. The brand had to leave the market for a year and, on reflection, restart at a much higher price.
The founder of the largest Woolworth chain of stores and the inventor of grocery price tags and supermarkets found the right insight that allowed him to make millions. A shy and stuttering young man from the village at the age of 21 got a job as a sales assistant in a small shop. At that time, the price of goods in stores placed on the counter behind the seller was not indicated. The seller "by eye" determined the solvency of the buyer and called his price. Then the buyer either bargained or left. Poor Frank did not know how at all and was very afraid to invite buyers, praise the goods, and bargain. He was so afraid that once he even fainted right during work. As punishment, the store owner left him to trade alone for the whole day, threatening that if the revenue was less than the usual daily, he would fire him.
Before the store opened, Frank attached a piece of paper with the lowest possible price (the prototype of the modern price tag) to all the goods. He laid out all the stale goods dumped in the warehouse on a huge table, attaching a sign to it with the inscription "Everything is five cents." He placed the table near the window so that both the goods and the sign could be seen from the street. And shaking with fear, he began to wait for buyers, hiding behind the counter.
All goods were sold out in a few hours, and the revenue for the day was equal to the weekly. Buyers, holding the goods in their hands and seeing the price written on it, gave money without haggling.
Frank left the owner, borrowed money and opened his own shop. In 1919, Woolworth's empire consisted of a thousand stores, and Frank's personal fortune was approximately 65 million.
The famous and best-selling (after the Bible) "Guinness Book of Records" is nothing more than a publicity stunt invented by the managing director of the Guinness brewing company, Sir Hugh Beaver. In 1954, at a dinner hosted by the Wexford company for hunters, Hugh Beaver started an argument with one of the guests who flies faster - a plover or a grouse. It was then that it dawned on Beaver that all over the globe during such small gatherings over a mug of beer, real disputes about the “very very” are unfolding. He decided that it was worth creating a book that would contain officially confirmed records in various fields.
A year was spent on research work, and on August 27, 1955, the first 198-page book was ready. The success was stunning: even before Christmas, it became a bestseller in the UK, bringing a good income to the beer brand. And at first the name of the Guinness stout influenced the sale of the Book, and then the yearbook began to help the parent brand.
In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, it was not easy to promote whiskey. The cunning Thomas Dewar, one of the founders of the family brand, chose an unexpected strategy. He hired shell buyers who visited various pubs, demanding that they pour Dewar's whiskey. Naturally, it was not on sale, and they left. After several such parishes, Dewar himself appeared at the bar and offered to conclude a contract for the supply of whiskey.
In 1892, Thomas Dewar went on a trip around the world. In two years, he visited 26 countries, and 32 agents began working for the company and several Dewar's export companies appeared. The turnover of the company during this time has grown 10 times. And Tommy Dewar wrote his famous book Walk Around the World. Thomas's cultural insights and statements are now building Dewar's advertising campaigns around the world, separating the brand from competitors.
One of the first teaser ads in America was tested by the tobacco brand Camel in 1913. Deciding that a camel was not only a memorable bright picture, but also an excellent occasion for advertising innovations, specialists from the RJR tobacco company, a few days before the first batch of cigarettes went on sale, gave mysterious ads in newspapers in almost ninety American cities. "Camels" - said the first of them. A few later, the message “Camels are coming” appeared, and then - “Tomorrow there will be more camels in the city than in Asia and Africa combined”! The next morning, the frightened and intrigued Americans finally learned the whole truth. “Camel cigarettes”. already here!” read the final announcement. The Americans, shocked by unusual advertising, of course, tried Camel.
When the first IKEA stores were opened in the US, already recognized in Europe, furniture sales fell short of expectations. After the study, it turned out that although Americans liked the simplicity of design, they wanted the furniture to fit the larger sizes of their homes. All that needed to be done was to increase the size of the furniture.
Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull out wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process and wanted to somehow make his life easier. Then came the idea of a disposable "diaper" - a highly absorbent folded pad that was planned to be placed in specially shaped underpants. After several experiments with different materials, Mills developed a new product for P&G, which they began to produce under the Pampers trademark, which became a household name.
Usually, all children, after they eat caramel, their hands become sticky, and they, without hesitation, wipe them on their clothes. A lollipop (originally wooden), which could be sucked as if on a fork and without soiling clothes, was invented in 1958 by Enrique Bernat. The USP of the product was that it could be sucked without soiling clothes and hands. At the same time, the first Chupa Chups slogan appeared - “It’s round and long-lasting” (~ It is round and long). The innovative wand, convenient packaging and striking logo by Salvador Dali have been appreciated by consumers all over the world who have been sucking fruit candy for more than 50 years.
When the drink was introduced to a wide market (Europe, USA), Coca-Cola, Pepsi, Molson, Labatt, and Anheuser-Busch were the main competitors. Everyone had a similar concept - they toned up and stimulated, and the energy drink Jolt Cola contained, among other things, a double dose of caffeine compared to Red Bull.
Then Dietrich Mateschitz took a risky step: he artificially doubled the price compared to his competitors, reduced the volume of containers resembling a battery, and began placing cans in stores not in the beverage department, but in any other (pay attention when the next once you go to the store - Red Bull cans, along with other energy drinks, can be found almost in the sausage department, including the alcohol one).
In addition, boxes of Red Bull were distributed free of charge to students on university campuses. At the student revels, Red Bull went with a bang, because, by a chance and happy coincidence, it quickly turned out that it fits perfectly with vodka. Thus, the new Red Bull Vodka cocktail, which became very popular, was born.
Rumor has it that the so-called casual fridays, when you can move away from the strict dress code adopted in large companies and change your formal suit to casual clothes, was invented by P&G for advertising purposes. In the 80s of the 20th century, the world's largest company P&G was the leader in the US laundry detergent market. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and assessed the clothing care market. As a percentage, it turned out that the powder is used in 65% of cases, and dry cleaning - in 35%. The company further found that 70% of laundry detergent consumers are self-employed and 5 out of 7 days a week wear suits that they take to the dry cleaners.
Further, joint research by P&G and Levi Strauss Jeans has shown that employees in casual wear are more creative and perform much more efficiently than those wearing suits. And what did they do? P&G internally introduces the right to walk on Friday in casual clothes. This news, through the efforts of both companies, received huge coverage in the press, and many corporations followed suit. The laundry detergent market grew by 20%.
Today, within the framework of our "World Brands" section, we decided to deviate a little from the tradition of publication topics and talk about a seemingly ordinary product - scissors, but their price is from 1000 euros. AT modern world often the origin of a thing speaks of its quality. Remember, for example, a Swiss watch, a German car, Russian caviar. All these things are united not only high price, but also...
Even children know that the world around them is made up of particles. We recently had the opportunity to look at such particles with the naked eye. Moreover, now you can even touch them. Let's talk about Lego. People spend about 5 billion hours a year collecting cubes. If this number is divided by all the inhabitants of the earth, it will be about an hour for each.
There are cars that are good on their own. Riding them is a pleasure. These cars include cars of the famous Bugatti brand. The French company "Bugatti" and its amazing products have left a noticeable mark in the history of the world's automotive industry. Therefore, today, as part of our permanent column "World Brands", we will introduce you to the history of the creation and development of the famous Bugatti brand.
Today in the section "World Brands" we decided to publish a biography of one of the most secretive, but at the same time popular women in Russia. We are talking about the former wife of Vladimir Putin - Lyudmila Aleksandrovna Putina (nee Shkrebneva). In 1958, on January 2, Lyudmila Shkrebneva (Putina) was born in Kaliningrad. Lyudmila's father worked first as a postman, and then as a turner at a repair plant, and her mother worked in ...
There are many examples when young people, carried away by an idea, achieved a lot in their lives. Some of them did not have a rich inheritance, and someone escaped to the pinnacle of fame literally from poverty. There are many examples of this. One of the ups and downs was made by a poor teenager named Jason Daniels, carrying through the years the famous taste and recipe of Jack Daniels whiskey. Mr. Daniels was very devoted to his beloved...
Today, under the heading "World Brands", Andrey Shipilov has prepared for you a publication about the largest fast food chain in the world. Future owner thousands of restaurants around the world Fred de Luca was born to Italian immigrants in 1948. From an early age, the boy tried to earn money on his own, and his parents saw what he would grow out of their child. big man. Beginning with...
In Germany (in Wiesbaden) in October 96 of the last century, on the pages of a bureau report called the Executive Intelligence Review, shocking information was printed about the well-known speculator of the planet - George Soros. Soros was accused of global scams and speculation that affected the lives of the ordinary population of entire countries. Until now, a number of experts believe that he ruined the main bank of England, whose leadership in response ...
Bernard Arnault is the owner of LVMH, a successful French businessman. Born on 03/05/1949 in a wealthy family. Already in his youth, Bernard Arnault began to be interested in luxurious things, he studied fashion trends, art and understood good wines. Bernard Arnault is known in the world as the number one figure in the production of luxury goods and wealth. Arno controls at least sixty brands from around the world...
This is a small article about what the signs familiar to the eye mean and who invented them.
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So-called Mobius loop symbolizes the three phases of material processing:
- garbage removal
- garbage recycling
- production of goods from recycled raw materials
Its creator, a Stanford University student and winner of the 1970 Earth Day design competition, did not register his mark and therefore the symbol is not a trademark. But any manufacturer can use it to avoid claims from the "greens". Goods marked with this sign can be recycled.
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CANON
Saburo Uchida and Goro Yoshida created a company in 1933 that was supposed to produce Japanese cameras, which should not be inferior in quality to German counterparts. They bought and dismantled German camera samples to create their inexpensive 35mm camera. They named the company Canon after the deity of Japanese mythology Kwannon, but due to fear of persecution by religious organizations, the name had to be slightly changed.
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Nike
In 1971, design student Caroline Davidson sold her idea, inspired by the winged Greek goddess of victory, Nike, to the company's newly established company for $35. Later, for the sake of economy, the company drops the name from the logo and begins the fight for dominance in the world of sporting goods with only one Swoosh.
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The Marlboro logo was launched in 1924 as a women's brand. In 1955 designer Frank Gianninoto placed cigarettes in a new pack of red and white flowers convertible, slapped the name in bold Wild West style, and turned it into a design classic. The lone cowboy and the stigma of Marlborough County (South Carolina) united in a single impulse, and began one of the most colorful and longest advertising campaigns in the world.
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McDonalds, the symbol of the most famous fast food. The two golden arches logo first appeared in 1962, when designer Jim Schindler ditched the speed chef image in favor of a stylized "M" based on two specific arches of the first McDonalds restaurant in Phoenix.
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For thousands of years, the swastika has personified the peaceful sign of the sun in almost every ancient culture. To "resurrect" Germany, the Nazis used this symbol, placing it on the flag, turning it into an international symbol of fear and hatred. Nationalists in the 19th century borrowed this sign from German folklore, mistakenly attributing it to Aryan culture.
