...goes a long way, especially when I'm thinking about brands, brand management and the power of brands to build successful organizations and careers.

Friday, January 13, 2006

Be relevant


The problem with many brands is that they use advertising messages that aren't relevant. They yak more about themselves - features, price, etc. - than they do about the audience.

This is one of the exceptions. It's for United Sugars, selling sugar, a commodity product that is practically identical to anybody else's sugar, but it hits the relevance nail on the head. It tells a story that is completely relevant to the person who buys a lot of sugar.

The copy reads:

Another day in purchasing

At United Sugars, we know that your job is anything but easy. That’s why we’re focused on providing you with a reliable supply of sugar. And willing to do whatever it takes to help you keep your cool. Give us a call at 1-800-984-3585, or visit www.unitedsugars.com.

Simple copy about a simple promise - we provide a reliable supply of sugar. Outstanding execution, don't you think?

Full disclosure here: I had nothing to do with this ad, but I wish I had thought of it.

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