Great strategies will always prevail. We all buy on emotion and when you feel a little tug on the heart strings I believe the effect is compounded.
There are two commercials I made note of in my journal and I have been meaning to give my props too for sometime now. This is that post. The first one was an older tageline that Honda used but redeveloped for their particlar market and demegraphic. The second, was by Disaronno that actually gives a little education into how to use their product.
I believe there are two different versions of those Honda commercials I mentioned here in Saint Louis. As a motorcycle guy, I know the campaign originated when Honda wanted to break their bikes out of the outlaw biker stereotype. If you remember (and no I wasn't alive yet) they had TV spots showing younger people wearing v-neck sweaters riding their scooters around coined with the, "You meet the nicest people on a Honda" tag line.
The Honda commercials give their prospects and even their current owners a sense of ownership to an exclusive club. The vibe you get from the commercials is that they like to interact with each other, smile at each other, and even probably like to honk and wave at each other. In the ads they even sit down and have a bottle of wine together in the Central West End of St. Louis. The feel good mentality is strong and courteous, one good Samaritan in the commercial even goes so far to help another Honda owner by feeding their parking meter.
For some further background on the origination of the campaign check this out. I'm not a Honda guy, but they did a great job with these commercials!
As a former college student, and bartender, I know my way around making some cocktails. I would venture to bet that most are intimidated by the idea of making drinks for themselves, let along for someone else. Even if the ingredients are in the name of the drink, such as amaretto and ginger ale.
Disaronno has done a great job of not only putting people at ease with a little education but also be showing a simple way to use their product.
This video shows how to make something so easy that even you could do it and make it good.