Know-How Exchange : Branding

Stella Artois, I love the way it positions itself as "Reassuringly Expensive".

Yes, I love the Stella example, and I suppose it is a kind of OTC drug...

Rectinol, a haemorrhoid cream, obviously an irritating condition and I suppose somewhat embarrassing too, the cream was promoted (here in Australia) as "Music for your rear", with a tvc showing a classical string quartet looking at first uncomfortable, then much more relaxed, as they played.

Not so much a negative feature of the product as one using the cream to mitigate the condition, but the advert made light of the situation and gave sufferers a way to laugh it off while promoting the brand in a non-confrontational way.

Struggling to think of any others at the moment, were there any particular categories you were hoping to reveal by the question?


ChrisB

What about St. Joseph Aspirin?

It's a low-dosage chewable aspirin, originally aimed at children with fevers. Now they're marketing it as a preventative med for adults to lower risks of heart disease.

Go figure!

Altois "Uncommonly Strong"

Levi Strauss use to advertise how stiff but hard wearing its jeans were.

Rid It was a treatment for lice. "Better than Coal Tar"

Car Insurance. Better than the alternative

The Thing from Voldwagon. Advertised how ugly it was (It was)

Earth Sterilzer. Kills everything

Cialais Occasionally erections of more than 4 hours may occur, seek a doctors care immediately. Lord give me that kind of strenght.

Land Rover, Rololex, other luxury items. If you have to ask the price you can't afford it.

Light Beer Less filling

Cubic Zirconium gems Looks like the real thing

Naugahide Furniture guniuine imitation leather

L&M Cigaretts Less Tar More Taste

Pork the other white meat (Its a red meat)

Eggland Eggs Less Choloresterol

Trojon's Less Failures

Kotex a few years ago No toxic shock syndrome


There is a current diet pill. When is a bottle of 30 pills worth $54.00. When it works. If you just want to lose 5 vanity pounds this product isn't for you.

Certain Muscle Supplements. Only for the Serious Body Builder hiding the fact that your balls dry up and your hair falls out.

I am curious what the negative is. I am sure the group here could give you some great ideas on how to frame it as a positive.

Good Luck

Charles

Well when it comes to drugs there are a large number of drugs that turned their negatives to positives. A lot of drugs in the market have some certain side effects which at some later stage that side effect could be used as the core treatment of the drug.
One of the best examples is VIAGRA which I bet we all know. Viagra was initially used for cardiovascular diseases, but now the same product is used for ED - Erectile Dysfunction which was initially a side effect.

Again they have the chemical combination of Rogain used for baldness. Previously it was a drug that was used for some sort of skin disease but it's side effect was abnormal hair growth. They then shifted and used it for baldness.

The list goes on especially in the pharma industry.

As for FMCGs the only product I have off the top of my head is yougurt drink that even comes in flavors now. It was intially only just a dressing and / or eat off a cup.

Good luck.!