Since consumers were skeptical about Breeze Excel's claim of "confidence to remove stains in 1 wash," the company decided to prove to costumers the durability of their product.
T-shirts were wrapped around the washing detergent product and mailed out to several social groups across Thailand. The dirty T-shirts could then by washed and cleaned with Breeze Excel, where the efficacy of the product would be proven.
This direct marketing scheme generated increased sales and greater brand awareness.
Dirty Direct Marketing
Breeze Excel Tests Durability of Washing Detergent
Trend Themes
1. Direct-to-consumer Marketing - Opportunity for companies to cut out the middleman and directly reach consumers through personalized marketing campaigns.
2. Proof of Efficacy - Growing demand for tangible proof or demonstrations of product efficacy as consumers become more skeptical of marketing claims.
3. Experiential Marketing - Rising trend of engaging consumers in immersive experiences to create deep brand connections and build trust.
Industry Implications
1. Cleaning Products - Innovative marketing strategies that prove product durability and effectiveness can disrupt the cleaning products industry by capturing market share.
2. Direct Mail - Opportunity to leverage direct mail campaigns that provide tangible demonstrations of product performance, potentially disrupting traditional advertising channels.
3. Fashion - Partnerships between cleaning product brands and fashion retailers can disrupt the fashion industry by promoting sustainable and efficient clothing care solutions.