Kindness attracts.
Yes or no?
“If our brand’s marketing helps people feel a little better about themselves, instead of a little worse, we’ll be more successful.” If you agree with that, we’ll do great work.
It’s an absolute fact: no one starts at zero. So what if marketing encouraged what that person is already doing well instead of encouraging a deeper feeling of despair? Would they click-buy-become-loyal-talk-about-you-to-their-friends more? I believe so.
Here’s my favorite project that really nails this idea. Tin Star potato chips.
Eating healthy is hard. Let’s chip away at it.
A clean-label potato chip at a Lay’s pricepoint — to be sold in Sam’s Club across the country. “Why?” I asked. “Because everyone deserves to eat healthy,” she replied.
What unspoken attitudes might these people have? “Eating healthy is for rich people.” “Other people must have way more willpower than I do.” “I fail every time I try.”
That culminated in the line the client bought: “Eating healthy is hard. Let’s chip away at it.”