Creative, emotional, evocative: Getting the attention of overwhelmed consumers
By Leo Valiquette
Do you remember that Knorr commercial about how it had reduced sodium in its packaged side dishes?
Global advertising agency DDB Worldwide took a clever approach to promote a relatively humdrum message by portraying the perspective of that one individual unhappy about sodium reduction. It came up with an ad that features a despondent little salt shaker neglected at the family dinner table who trudges out of the house into a cold dark world.
Such creativity, says Jeff Swystun, is the most powerful force in business, especially in today’s world where technology has fuelled social interaction between consumers and the brands they use like never before. In this new reality, advertisers and marketers can no longer afford to focus on connecting people to brands. They must instead focus on connecting people to people.
