Another day, another testimonial sanitized by regulatory (sigh). To make matters worse, customers are busy getting the unfiltered truth on social media. So how can we possibly measure up in a branded space? By getting real.
As marketers, we must embrace the notion that it’s not always what people reveal about a product that makes it desirable, it’s what they reveal about themselves that bonds product and prospect. See the slideshow above for sic ads where the hook is humanity and the product or service comes along.
• Lyrica
Agency: Kaplan Thaler Group
• n 1-800 QUIT NOW
Agency: Arnold
• Advanced BCC
Agency: Harrison & Star
• Shingles Awareness
Agency: Initiative
• Weight Watchers
Agency: McCann Erickson
• Menopause
Agency: Grok
Justin Rubin is a SVP, Associate Creative Director at JUICE Pharma Worldwide.
From the May 01, 2014 Issue of MM+M - Medical Marketing and Media
