In the FMCG sector, advertising and strategies are lost like a needle in a haystack. Much is constantly being bombarded upon consumers and even more is being ignored. There’s an ocean of products available for every need in your local supermarket – heck, there’s even stuff that you’ll never need.
Brands in the FMCG sector have consistently been trying to break through the clutter. If patterns are to be analysed, an attribute led campaign is what works best for brands in this sector. It’s the performance of the product – it’s functionality, the overshot promises of it being the ‘best’ and the underplayed factor of the lack of anything substantial that affects the mind of the potential consumer.
Amidst this mish-mash of brands cluttering the advertising spots with less than average commercials, this one stood out for me. It’s a brand that isn’t just promising but is giving an impressionable demo, one that not only highlights the brand’s USP, but also proves the bloody life out of it.
Radiant, a brand known for its’ variety of linen cleaning products, wanted to prove that it ‘keeps colours for longer’. It created a campaign that involved four basic steps – ‘ Buy it. Wear it. Wash it. Return it.’
The brand took 14 different people and sent them to different clothing stores and boutiques. Each one of them picked an outfit of their choice. These outfits were then put through ‘torture’ tests to grease the clothes to an unrecognisable extent – Pig feeding, Dog washing, Pottery, tacking practise, Hot Yoga, making Red Sauce, dish washing, Fish-mongering, Quad biking, Attic cleaning, prospecting, paint-balling, finger painting and garbage collecting.
Post this, each of them were washed using Radiant’s products that have ‘colour guard’ technology. The promise here was that each one of these clothes would be accepted by the stores when returned. And as promised, all the outfits looked as good as new and were returned. Except one, but that’s a different story which you can watch in the video below.
What works here is that the test isn’t just a proof of their promise but the video is also made in a ‘home-video’ fashion. This makes it less commercial looking and more believable. That, somehow, always works.
Each of the torture videos can be watched here. Do drop your comments below on what you think of the experiment.