The product benefit: You can write stuff on it.


Your product benefit is that you can write stuff on it. That’s great if your product is sticky pads or paper. Not so much if you’re a Rice Krispie Treat.

Really? That’s the best reason you can come up with for buying a Rice Krispie Treat? That you can write your absent-minded kid’s locker combo on it?

It seems like on a daily basis I am stunned by how many advertising agencies walk away from basic advertising principles like finding a real key message. Even the single line of VO – “They’re never too big for a little something sweet.” – could be for about 10,000 different products.

The exact opposite of this is the Venables Bell spot I posted about the other day for Chef Boyardee. They had a great insight that they worked into the key message and came across in the creative.

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