“Safe, conventional work is a ticket to
oblivion.” –George Lois
In order to pave the golden path of success for a product to be adored and remembered by consumers, advertisements must be done in such a way that consumers have never seen. It's easy to be boring, but to be unconventional is to be daring. When I think of some products that use unconventional approaches to stick with a consumer, I think of Wonderful Pistachios and Lays.
Wonderful Pistachio utilizes celebrities and trends that are currently well-known, relying on the attention that phase is currently receiving and riding on that wave of publicity. Some figures this brand has utilized include: Honey Badger, Lamar and Khloe Odom, Psy, and Electric Cat. Though the concept idea of following a theme remains the same, the conventional approaches are broken by using well-known figures of the moment to get an idea across, no matter how provocative it may be - as in the case of Lamar and Khloe Odom where sexual references were inferred.
As for Lays, they utilized their consumers and played at the natural curiosity of humans. They introduced the concept of having consumers create their own flavors and having people trying them out and voting to keep their favorites. This idea is ingenious, getting consumers so voluntarily and willingly involved. Personally, I am super itching to try the Sriracha, Cheesy Garlic Bread, and Chicken and Waffles regardless of my knowledge that I'm getting suckered into their marketing plot...
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