You’ve nailed your audience, your strategy is based on bleeding-edge best practices, your creative is super smart. But none of that matters if nobody is paying attention to your advertising, and throwing a large media budget at the problem doesn’t guarantee a thing. In the words of American businessman William Birnbach, “If your advertising goes unnoticed, everything else is academic”.
In 2022, your brand’s main challenge is to stand out and one of the most effective ways to stand out is through innovation. Innovative products automatically comes to mind for most, but pricing and personalization can also be leveraged to capture audience attention. None of the methods are mutually exclusive, so there is no reason to limit your brand to just one!
<>Innovative Product PositioningInnovative positioning is the thing that sets you apart from competitors, but that thing doesn’t have to be complex or expensive. Your innovation can be as simple as reducing information or using clever naming to deliver value through surprise and delight.
<>The Freshest Fresh Orange Juice BrandMillions of gallons of orange juice are sold in Europe every day. Intermarche’s Freshest Fresh campaign cuts through the competitive noise with a powerful and intuitive value prop — the best way to prove the freshness of orange juice is to show the exact hour and minute the juice was made!Each bottle is produced onsite, ensuring that supply matches demand, then printed and labeled to reflect the time it was hand-pressed.
Result
In the first 3 days, sales were multiplied by 4,600% per store, and the overall in-store traffic increased by 25%; 50 million media impressions were generated in the first 3 hours of the launch.
<>Anything and Whatever
Sold in Singapore in the 2010s, Anything and Whatever were a fun pair of soft drinks poking fun at the non-committal answers “anything” or “whatever” answers when people were asked what they wanted to drink.
The Whatever range included six mystery flavors of non-carbonated teas, and the Anything range included six mystery flavors of carbonated soft drinks. Since the cans were identical, you didn’t know what flavor you were going to get until you drank it.
Result
3.5 million cans were sold in one month, in a country with only 4.5 million people!
The product disappeared in 2010, but there’s an ongoing debate about whether that means it failed (poor sales when the novelty wore off) or succeeded beyond imaging (bought out by a scared competitor.)<>Dynamic PricingGaining attention through pricing innovation isn’t as simple as lowering prices. By addressing hot topics or using dynamic pricing to respond in real-time to what is happening in the market, you’re more likely to arouse consumer interest.
<>The VAR Discount
https://www.youtube.com/watch?v=ZzMmkdUWWc0
Scandinavian electronics retailer Elgiganten found a brilliant way to be a part of the conversation surrounding the controversial Premier League VAR (Video Assistant Referee). Each time judges made the VAR signal, they triggered a percent discount on a new flat-screen TV, which corresponded to the minute the signal was made. 35% off for VARs signaled at 35 minutes, for example. The best part? They didn’t even have to pay the league’s exorbitant sponsorship fees.
Results
Elgiganten had 10,500 unique visitors and 250 active customers during the game. In just one hour after the promo was triggered the brand had garnered 320,000 EUR in TV sales.
<>SWEBUS Train SwitchIn the Swedish winter, trains are often delayed or canceled due to weather conditions, leaving travelers waiting at the station in the freezing cold. Swebus, Sweden’s most punctual public transport, took the occasion to “steal” customers from the railroad company with their “SWEBUS TRAIN SWITCH” campaign.If a train was late, Swebus rewarded customers with coupons for discounted bus rides made accessible through a web app. For example, 4-minute delays equaled a 4% discount, and canceled trains equaled a free ride. Only one discount ticket was generated per delayed train, so potential customers had to scan the web app regularly to get a deal. The combination of consistently bad weather and this built-in mechanism ensured high usability of the web app during the campaign.
Results
During the 2-week campaign, 9607 trains were delayed and 750 trains were canceled. Even with all the discounts, SWEBUS saw a 6.1% increase in revenue.
<>Personalization at ScaleA personalized experience creates a higher level of connection and loyalty — especially among Gens Y and Z. In fact, when it comes to purchasing decisions, almost 40% of millennials report personalization and self-expression as essential. Giving consumers the option to personalize your product — or to literally change it according to their preferences — is almost always guaranteed to resonate.
<>What’s Your Whisky?What’s Your Whiskey created an experiential questionnaire to help consumers discover their personal whiskey taste profile.Instead of using vague terms that speak only to whiskey experts, they asked simple questions in a video format to evoke the user’s senses of taste and smell, so consumers could discover their own unique taste profiles.
<>Nike By YouLeave it to Nike to take personalization to a whole other level. Nike allows users to choose the shoe they want from among dozens of models and then design the dream shoe to suit their unique tastes! This level of customization is simply unparalleled.
<>The Stoutie
On International Stout Day, Guinness and Ripples launched the “Stoutie” at the Guinness Storehouse in Dublin. A Stoutie is a selfie printed on top of a picture-perfect Guinness pint, using the Ripple Maker device. Guinness beer makes a perfect canvas for printing Ripples’ high-resolution images and these fun Stouties provide Guinness fans with yet another great reason to love their iconic stout beer brand. People love to share unique experiences, especially when it’s customized just for them, and their happy to share a brand message in the process.
<>Key Takeaways for Innovative Marketing Campaigns
Highlighting or obscuring information can set you apart from your competitors
Connecting yourself to events or conversations is a good way to make your message part of the story
Your customers – especially Gen Z – wants a version of your product just for them
Grabbing consumer attention today is harder than it has ever been at any point in history, and for obvious reasons. Just like you, millions of brands invest vast sums of money and flood the media. Exposure to up to 10,000 marketing messages a day means audiences have become desensitized, and as their attention decreases, their threshold for excitement rises. Are you looking for innovative ways to get your brand noticed? You’re in the right place.
Turn Every Drink Into a Touchpoint
The Ripple Maker transforms your menu into a marketing opportunity. With high-resolution, plant-based drink prints and a customizable content.
For Gen Z and the growing number of environmentally conscious consumers, it’s a requirement and they choose brands that match their values. Ethical sourcing, zero-waste practices, carbon-conscious operations, and real transparency are non-negotiables. Here’s how to set achievable sustainability goals that make a real difference to your customers, your bottom line, and the planet.
At Netflix Bites in Las Vegas, the cocktails are more than just cocktails. This themed restaurant within the MGM Grand has been curated to immerse guests into the world of their favorite Netflix Shows, and the cocktails are part of that story, designed to tap into the drama and the narrative of the shows that
Make your next event stand out with custom printed macarons! Perfect for weddings, corporate gatherings, and banquets, these personalized treats enhance branding, engagement, and social media reach. See how a dessert printing machine makes it simple.
Millions of gallons of orange juice are sold in Europe every day. Intermarche’s Freshest Fresh campaign cuts through the competitive noise with a powerful and intuitive value prop — the best way to prove the freshness of orange juice is to show the exact hour and minute the juice was made!
Each bottle is produced onsite, ensuring that supply matches demand, then printed and labeled to reflect the time it was hand-pressed.
Sold in Singapore in the 2010s, Anything and Whatever were a fun pair of soft drinks poking fun at the non-committal answers “anything” or “whatever” answers when people were asked what they wanted to drink.
The Whatever range included six mystery flavors of non-carbonated teas, and the Anything range included six mystery flavors of carbonated soft drinks. Since the cans were identical, you didn’t know what flavor you were going to get until you drank it.
In the Swedish winter, trains are often delayed or canceled due to weather conditions, leaving travelers waiting at the station in the freezing cold. Swebus, Sweden’s most punctual public transport, took the occasion to “steal” customers from the railroad company with their “SWEBUS TRAIN SWITCH” campaign.
If a train was late, Swebus rewarded customers with coupons for discounted bus rides made accessible through a web app. For example, 4-minute delays equaled a 4% discount, and canceled trains equaled a free ride.
Only one discount ticket was generated per delayed train, so potential customers had to scan the web app regularly to get a deal. The combination of consistently bad weather and this built-in mechanism ensured high usability of the web app during the campaign.
What’s Your Whiskey created an experiential questionnaire to help consumers discover their personal whiskey taste profile.
Instead of using vague terms that speak only to whiskey experts, they asked simple questions in a video format to evoke the user’s senses of taste and smell, so consumers could discover their own unique taste profiles.
<>Nike By You
Leave it to Nike to take personalization to a whole other level. Nike allows users to choose the shoe they want from among dozens of models and then design the dream shoe to suit their unique tastes! This level of customization is simply unparalleled.
<>The Stoutie
