3 replies
Demonstration is a good way to prove your claims.

For example, it was used with great effect back in the early days of television.

Earlier today I was doing some research on the topic and looking at old TV commercials. This one made me laugh. I don't think the announcer quite believed his claim... watch him flinch!


Nevertheless, the "Colgate Shield" hook was used in several of their commercials back then and helped sell a lot of toothpaste.

Can you spot another marketing tactic Colgate used?

Alex
#demonstration
  • Profile picture of the author ARSuarez
    What a fantastic commercial.

    1. They showed mechanism.

    "Of all leading brands, only Colgate contains gardol."

    Showing why it's different, why it's worth listening to, and then setting up for the demonstration.

    2. Ease of use - one brush does X, Y, and Z (and lasts all day).

    3. The kid learning to swim at the beginning was a pretty strong nostalgia statement/shared experience. Kind of says, "Yeah, it seems like a pain in the ass, but once you get to it... you'll be shocked how easy it is."

    Ties in with #2.

    Great find, Alex.

    Best,

    Angel
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    • Profile picture of the author Alex Cohen
      Originally Posted by ARSuarez View Post

      What a fantastic commercial.

      1. They showed mechanism.

      "Of all leading brands, only Colgate contains gardol."

      Showing why it's different, why it's worth listening to, and then setting up for the demonstration.

      2. Ease of use - one brush does X, Y, and Z (and lasts all day).

      3. The kid learning to swim at the beginning was a pretty strong nostalgia statement/shared experience. Kind of says, "Yeah, it seems like a pain in the ass, but once you get to it... you'll be shocked how easy it is."

      Ties in with #2.

      Great find, Alex.

      Best,

      Angel
      You got the one I was thinking of... "Gardol". Gardol was Colgate's trademarked name for Sodium N-lauroyl sarcosinate.

      Creating language elements is good for credibility building.

      Alex
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  • Profile picture of the author travlinguy
    Originally Posted by Alex Cohen View Post

    Can you spot another marketing tactic Colgate used?

    Alex

    The old apples/oranges comparison with the plexiglass shield and the "invisible" tooth shield Voodoo.
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