61. Okay… but seriously, how did they do this? 🤔
The two secret principles behind these surprising ads 🤫
How many ads do we get exposed to every day? 🛍️ 🛍️ 🛍️
Anecdotal evidence suggests it’s around 100.
Which ones do we actually remember? The ones that manage to surprise us. 😯
I recently came across two ads that stuck with me, and in this newsletter, I'll break down the secret principles behind their effectiveness.
1. The Chill Pills
What will your reaction be if you find these pills in your grocery bag?
You will likely wonder - did I order this?
That’s precisely the reaction Urban Company, a home services app in India, wanted when they packed these boxes of fake pills with grocery orders to advertise their on-demand house help services. Each ‘pill’ was named after a chore that it was meant to ‘cure’. The campaign generated a lot of buzz for this delightful creativity.
2. The Real Fortune Cookie
Someone posted on Reddit that they were shocked to find an ad for a lottery ticket inside a fortune cookie.
Although some reactions said that this was the last place a brand should advertise, I thought it was actually the perfect placement for a lottery.
Why? Because typically, fortune cookies have some random bullshit. But this one was actually a chance to earn a fortune.
What are the secret principles behind these ads? ✨✨✨
From my lens, it comes down to these two:
Principle 1: Channel x Message Fit 🎯
If your marketing message is a dish, the channel is a plate it is served on.
And sometimes the plating makes all the difference.
Think of Channel x Message fit as this 2x2 matrix:
Shoe ad in a Marathon → Expected + Strong Message = Safe ✅
Bank ad in a newspaper → Expected + Weak Message = Forgettable 😒
Luxury brand ad on a bus stop → Unexpected + Weak Message = Gimmicky 😕
Urban Company Chill Pills → Unexpected + Strong Fit = Magic ✨
🏆 One strong channel > ten scattered ones.
Principle 2: Metaphor Made Real 💖
What happens when you take a catchy phrase and turn it into something your prospects can actually see, touch, or even taste?
It’s one thing to say “Take a chill pill” to your customers. Giving an actual pill box? Memorable!
A good example is KitKat creating branded benches to help people take a break.
If you are a fintech app, turn the metaphor “Don’t put all your eggs in one basket” real by delivering your customers a carton with just one egg inside.
If you are a wellness app, bring the metaphor “Bottled-up emotions” to life by sending branded glass bottles with a message inside.
🏆 One lived experience > ten clever taglines.
TLDR:
To make your ad unforgettable, use these two principles:
Check for ChannelxMessage Fit: Use an unexpected channel to surprise and delight
Make the Metaphor Real: Turn your customer’s thoughts into something they can experience