“post-acne/problem skin” bridge to
consumers’ real need for “soft” skin
care; or two, provide permission-to-believe that these products are better
than what she may be using; i.e., create dissonance. Consider, for a
moment, just the concept without the
ad. You can accept that the products
will be satisfactory, but notice that the
line’s real strengths are in positioning
and consumer appeal (target audience). Competition is a killer, but the
Marketing Potential score is pretty
good for a very competitive category.
The ad is strong in Headline and
Visual Impact, but this really good
concept falls short in Copy execution
and, as a result, Consumer Appeal.
The ad simply doesn’t work hard
enough to establish a “transition”
skin care category; i.e., relate to the
reader. One neat plus—the ad sends
you to the website for more information where you’ll find an introductory coupon. That’s good “
how to get there? See the future first,
and then execute to realize the strategy. Each new product and/or line
should fit a master plan. Then, evaluate your advertising as to whether it
fits/aids the plan.
Keeping an about-to-leave con-
sumer and simultaneously going for
a new consumer requires the discipline of establishing need and benefit, with plenty of permission-to-believe—and, hopefully, with a psychological positioning that targets,
Th e What if...You CAN! Company
Yes, But Can You Find It?
Another and crucial dilemma is
where will it be found in-store? If it’s
in the acne section, it may/will be lost
among myriad Clean & Clear acne
products (true in the one CVS store
we checked), especially as its color
scheme is quite similar. Moreover, if
it’s in that acne section, how will it
appeal to so many more consumers
for whom the positioning of soft skin
with upscale ingredients has appeal?
And, if it’s in the very competitive
regular skin care section, it will be
lost with only four facings. Its good
value pricing is an advantage—
Scrub/Steam, $6.99 for 5oz.;
Moisturizers, $8.99 for 4 oz. in CVS.
What to do? Going in, Clean &
Clear marketing people knew that
store location would be the problem—
no surprise. Solution? Prepare for
either/or location and make it work
both ways. But, always with the game
plan for the future in mind. Where do
you want to be in 2-5 years, and then,
What’s yo ur next “ W hat if ” ...?
Let us take your next “What if...” to “ Y o u CAN! ”