In order to remind consumers of the potency of its dishwashing liquid, Pril created an ultra-small bottle to convey: "One drop of Pril is powerful enough to wash a set of dishes." The one-drop bottle is a small bottle that's been shrunken down to roughly the size of a fingernail and includes identical branding to the normal-sized product from Pril.
Beyond making a great online story, the 'One Drop Bottle' has been used in a few commercials where the bottle is compared next to full-sized kitchen items. The small-scale dishwashing liquid bottle is also currently being sampled in participating supermarkets.
While there are many brands that aim to get their messages out there by supersizing billboards, products and events, this one completely diverges from the norm.
Single-Drop Dishwashing Bottles
Pril Proves That a Little Dishwashing Liquid Goes a Long Way
Trend Themes
1. Mini Products - Creating mini versions of products as a marketing strategy to highlight potency and effectiveness.
2. Comparative Advertising - Using size comparison in advertising to demonstrate effectiveness and create a memorable message.
3. Sampling in Supermarkets - Providing small product samples in-person in supermarkets as a way to reach consumers directly.
Industry Implications
1. Consumer Goods - Opportunity to create mini versions of products across the consumer goods industry to highlight effectiveness.
2. Advertising - Opportunity for advertising agencies to use size comparison as an effective and memorable way to promote products.
3. Retail - Opportunity for retailers to utilize in-person sampling as a way to reach consumers and promote products directly.