ThinkNoLimit Marketing Coaching

It's quite a laugh with the play of words and the old 賭聖 movie. It's not a sophisticated kind of humour but it catches your attention and makes you remember. Positioned specifically to smokers, this smoke stain removing toothpaste has been around for ages. Compared with whitening toothpaste, the potential market size is much smaller. Yet the bigger whitening market is occupied by bigger brands like Colgate and Darlie. Smaller brand can still have a chance to succeed by occupying a specific niche.

Tissue paper, like many other FMCG products, is a saturated market. Brands are competing for market share while there is literal no market growth. Kleenex, Andrex and Scott are the first comers that developed the category. Yet over the years, their shares are eaten up by other cheaper alternative brands. Why ? First the category is generic in the sense that there is minimal product differences among different brands. Second, the more well-known brands did not invest much in marketing communications. Now it's all too late. Will consumers buy more of these three brands because it is a famous international company that produce them ? It gets consumers more confused in a way. What are the differences among the three brands ?

Let me use textbook theories to explain the intention behind this consecutive ads. Print advertising is an one-way non-personal communications . It's not easy to grab people's attention and reader involvement is low in the communication with print ad. So we need to think of a good way to involve and engage the readers better : give them an IQ test. Better still, if the IQ test is related to our product, we can do the selling at the same time. Prefect thinking but the result like this is more like a self-talking piece. I consider myself educated and got some IQ.... I still can't understand the questions and answers .