consumer in(your)sights

Saw the latest TVC for Tropicana fruit juices , they seem to be positioning it as a breakfast supplement which we think is a great Idea considering that when staying in hotels ,fruit juice forms part of ones breakfast , so why not at homes , lets wait to hear on how this shift works for the brand , we also managed to get from the web some great consumer insights based winning moves :: here we go

Folgers Coffee ::Until the "Best Part Of Wakin' Up" came along, we all thought that the ability to brew a good-tasting cup of coffee for our annoyingly picky friends was an effective measure of our self-worth. But then the people at Folgers uncovered a simple, obvious, but nevertheless earth shattering insight: Coffee is mostly about waking up, and we wake up to the smell of the coffee before we even get to take a sip. This insight drove the business from a 17% to 36% market share.

Oreo Cookies ::How do you increase sales volume for what is already a national institution? Well, the people at Oreo told Americans to "Eat the middle first and save the chocolate cookie outside for last". Was the campaign the actual insight itself? Not quite - the insight was actually that children love what they instinctively discover for themselves: this is simply the best way to eat an Oreo. The clever part is that tens of millions of individual Oreo eaters still think they came up with the idea first, and they love when the adverting reminds them of their apparent genius. This also led the company to create Oreo Double-Stuff for those who just can't get enough of the creamy middle bit. Brilliant!

Quaker Oatmeal ::Remember Wilford Brimley telling the world that "It's the right thing to do"? (If you're not American, you'll have to take that on trust.) What most people don't know is that insight behind this was that many consumers were being told, "You're doing the wrong thing! You're eating wrong and you're not listening to your doctor - or your mother!" But eating Quaker Oats was as healthy as anything you could eat, it was easy to make, and it was a hallmark of old-fashioned traditional values - a way of finally "getting it right". Furthermore, when someone as honest as Wilford Brimley says it, you know you're doing the right thing. The genius of the choice of spokesperson was that Wilford Brimley = Trustworthy.

Whiskas Cat Food:: The insight provoking question is this: If you could give your cat US$10 and send him off to the grocery store to buy cat food, what would he bring home? The answer (albeit theoretically) is: Live meat! Now, that insight propelled the Whiskas campaign "Cats would buy Whiskas" into Effie Gold by doubling awareness, getting consumers to try buying it, and setting record sales for the brand in a category that was fast becoming commoditised in the early 1990s. And to bring the notion alive even further, Whiskas featured a "spokesbird" who represented the gold standard for what cats love (the live meat). Hungry cats joyfully devoured Whiskas, ignoring the irreverent bird who stood next to the bowl of cat food extolling the virtues of the brand.

DeBeers:: When you watch those intriguing Diamond commercials, who are they aiming at? Men or women? Actually, it's both. That's the beauty of this particular insight: The woman thinks: "If he really, really cares for me, he'll give me a diamond," while the man thinks: "If I come home with anything other than a diamond, I'm history." The brilliantly executed "A diamond is forever" campaign will forever be on our top ten insights list.

Jif Peanut Butter ::How do you maintain market leadership for over 25 years without ever changing your benefit? The answer, in Jif's case, was to find an insight based on a fundamental human value, such as nurturing. Mothers want only the best for their families and they're very picky about what they feed them, so why would they settle for anything less than the peanut butter that tastes most like fresh roasted peanuts? That's why "Choosy Moms Choose Jif". It's an insight that will never stop delivering results.

California Milk Processor Board ::We've been told about the virtues of drinking milk for a long time: it's wholesome, builds strong bones, and helps to keep us healthy. Yet milk by itself can be a little boring. But pair it with your chocolate chip cookie, your favourite fudge brownie, or your health breakfast, and it becomes the exclamation point to a favourite snack or meal. Without milk, it's just a cookie... So think of how devastating it is when you go to the fridge with your cookie in hand, only to discover there's no milk. That's the insight the brilliant minds at Goodby, Silverstein & Partners came up with when they asked milk drinkers if we were sure that we "Got Milk?".

Volkswagen Beetle:: Think back to the gas-guzzling giant monsters (many with tailfins!) prowling the highways of 1950s America. Suddenly this small, strange-looking car arrived, getting 50 miles to the gallon (and fuel was US$0.19 per gallon). They told America to "Think Small". But their insight wasn't small at all. It wasn't just the need for a smaller car - there was a sizable group of people who needed to be different and didn't express themselves based on the size of their car. A later variety of this same insight - appealing to individuality against all odds - is Apple's "Think Different" campaign.

Life Cereal ::If you tell a child that something's good for them, they'll never do it, eat it or listen to you. And so it goes with breakfast cereals. But the child who hates everything that's healthy hungrily devours Life Cereal, which claims "It's s'posed to be good for you". Mothers are told not to tell their kids that Life Cereal is nutritious. It's reverse psychology at it's best: Don't say it's healthy, and they'll defy you and eat it anyway.

Dannon Yogurt:: In another "must be good for you" story it was noted that many men and women in Soviet Georgia live past the ripe old age of 100. Many of these citizens eat a lot of yogurt and so, because trying to uncover a "fountain of youth" is a fundamental human endeavour, tying a particular habit to longevity tends to make it very attractive to the consumer. The French drink red wine, the Italians use olive oil, and Soviet Georgians eat yogurt. "Just ask Temur Vanacha who has been eating yogurt for 105 years! Stuff must be good!" - and that insight was good for Dannon. Sales grew for 14 years.

Good consumer insights can be the key in making your business succeed or grow ,what say ?

(ps :: not an original post fully , compiled from the web)