Brand vs villain

A common positioning technique is to position your Brand as the silver bullet to eliminate a threat or a fear. Isn’t that a great benefit?

The thread needs to be something that really worries your consumer, and it needs to be a ominipresent in your consumers everyday life.

Cosmetics- fear a wrinkle? Oral care products –fear caries? are good examples where fear fighting is very effective.

Sometimes even, brands create “villains” and then brand a weapon to fight them. The Swiffer advertisement comes to my mind.

A huge ball of dust knocks on your door. Is dust here to stay? Fortunatly not, because Swiffer takes off all the dust in a simple way!

And then you see the girl kicking the dust-ball out of the door, and the poor dust-ball walks away sad with its luggage... Fantastic!

I could not find the European version of that advertisement, but here is the American version, the villain is even turned into a friendly dust particle!

Interesting, is that the “villain” is commonly used every time you have germs or bacteria or any sort micro-organism that you can well make a caricature of.

Posted by Ignacio Molins