Interesting marketing moves by well-known companies Timberland, Marlboro, Alka-Seltzer which seem to have accepted a small change in the "amendment" but sales have gone uphill, as we read below.
Marlboro Marketing Stroke
For the first time, the Marlboro brand appeared in 1924 and was positioned as the first ladies' cigarettes. A purely feminine slogan was chosen: "Mild as May" - "Gentle like May". Hollywood star Mae West was invited as the face of the brand. Packaging was also aimed at the ladies' audience: a filter with a red strip solved a double task: to hide an inaccurate lipstick mark and to protect women's white teeth from yellowing. But no matter how hard the advertising specialists tried, the product was not very attractive to women: cigarettes spoiled breath, teeth turned yellow and a painful dry cough arose. Therefore, in order to survive in the market two decades later, the brand had to change its gender.
In order to change the perception of filter cigarettes as a product "for girls", Philip Morris brought in one of the best American advertising specialists - Leo Burnett, who came up with the image of the "Prairie Cowboy". The cowboy - the embodiment of the American spirit - touched consumers to the quick. The posters reminded of the real heroes of America - brutal guys conquering the wild steppes. They conquered everyone - men and women, blacks and Latinos. Sales of Marlboro in just one year have grown so much that they have become the fourth in the ranking of sales of all tobacco products.
In addition, Malrboros began to be produced in the "Flip-top" package, which later became the standard - a pencil case made of solid cardboard with a hinged lid. Such packaging had both purely practical (cigarettes did not wrinkle) and colossal marketing significance - now the smoker had to demonstrate the pack to others every time he was going to smoke, because it was inconvenient to open the flip-top in his pocket.
Timberland Marketing Move
Timberland history. Timberland was having a hard time in the early 1980s. It produced quality pumps that were priced lower than industry leader Topsiders. It seemed like a good product and a low price should work for them, but things were not going well. Then Timberland made a very simple decision: they raised their prices, so that they were much higher than the prices offered by Topsiders. Sales have skyrocketed. That confirms the reliability of the statement of David Ogilvy "The higher the price, the more desirable the product becomes in the eyes of the buyer."
Alka-Seltzer marketing move
After in the 1960s, Alka-Seltzer advertisements began to throw not one, as before, but two tablets into a glass of water, sales of the drug doubled. Tinker & Partners came up with a clever advertising move.
There is a similar story about the ingenious marketer who first came up with the idea of specifying in the instructions for use of the shampoo that it should be applied to the hair and washed off twice, which led to a double increase in sales.