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Purple Cow
The alternative is to start with a problem that you can
solve for your customer (who realizes he has a problem!).
Then, once you’ve come up with a solution that is so
remarkable that the early adopters among this population
will gleefully respond, you’ve got to promote it in a medium
where those most likely to sneeze are actually paying
attention. Altoids’ campaign is a great example. They realized
that young adults who weren’t taking up smoking were
looking for something to do with their fingers and their
mouths while at work – and Hershey’s bars weren’t going
to cut it.
By advertising in urban centers with cutting-edge
imagery and slogans, Altoids spoke directly to this market
about a need that customers didn’t even know they had. By
creating a tin that just begged to be shared, Altoids made
it easy for early adopters to sneeze the product to the rest
of the market. The result: one of the most profitable
candy introductions ever.
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