There is nothing better than a pleasant marketing surprise! While nursing a cold, I purchased a bag of my usual Halls Cough Drops. I noticed that they had re-designed their packaging as I hurriedly popped one in my mouth. I was about to throw the wrapper away when I discovered a pleasant surprise: “A Pep Talk in Every Drop”.
Halls, in a brilliant marketing move, has placed little “Pep Talk” messages on the wrapper. Mine included: “Bet on yourself”, “High-five yourself”, “Put a little strut in it”, “March forward”, and “Turn can-do into can-did”. The cost of this campaign must have been miniscule to Halls, since they are currently printing their logo on the wrapper anyway. By the way, the Halls logo is printed over a dozen times on the little wrapper – surrounding the “Pep Talk” messages.
This little wrapper which normally is quickly disposed of remained on my desk, I didn’t throw it away. And I have to admit, I felt a little better after reading the wrapper. It had the same emotional appeal as a fortune cookie with one exception: everyone who is using this product is feeling ill. Duh! That is why we use Halls – because we are sick and not feeling our best. Isn’t that when we all need a pep talk? Sure, there are days when we feel sick; both emotionally and physically. It is at those times when we reach for a Halls Cough Drop. Halls get it and gets us. What a perfect example of product positioning and understanding the mindset of your target market.
I researched this campaign and found out that it had been running throughout 2010. Apparently, I don’t get sick often enough. Below are video links to the TV ads for the campaign.
Thank you Halls for the “Pep Talk”
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