There is a new kid on the block for deodrant market! The market is dominated by Fogg which made Axe (once a market leader when dinosaurs used to walk on earth) “fade away”. The brand is well known – Park Avenue among men. The deo ads have moved from sensuality (women as sex objects) to ‘no gas’ arena. Park Avenue with its new ad is trying to create a new ‘Good morning” effect (so what should tea or toothpaste brands do now?). However, i am positively surprised to see the ad content. Flight is delayed by 30 mins, but the dashing pilot announces that flight is delayed by 3 hours and then later informs the passengers that it is just delayed by 30 mins (the original delayed timing). But that reduction from 3 hrs to 30 mins make people very happy! So, what’s special?
This shows someone is reading some of the classics about anchoring effect. In short, our brain makes decisions on the very first clue. This concept is really amazing which has its roots in consumer psychology and used across many domains!
For quick reference and interesting cases see:
But for some real stuff and amazing reads- you may want to read
Thinking Fast and Slow by Daniel Kahneman
Influence: The Psychology of Persuasion by Robert Cialdini
Predictably Irrational by Dan Ariely
Here is the new ad