Do you have a new product that you are trying to launch, but it’s so unique to your market that you don’t know how to sell it without overly explaining it? Sometimes a colorful and bizarre image combined with some great copy is all you need to get your point across.
Take this ad created by TBWA/Chiat/Day New York for Skittles’ new candy, Fizzl’d Fruit. Now Skittles is a brand that is no stranger to creative ads with its “Taste the Rainbow” campaign, but this commercial takes things one step further, by directly linking a crazy, memorable image with the benefit of the product.
In the commercial, a human-sized “Tube Sock” shuffles its way across the floor to an elderly couple sitting on the couch. The husband then asks for a shock to the tongue from the human tube sock, while his wife sits next to him eating Skittles.
Noticing the ridiculousness of the situation, his wife asks him to try the new Fizzl’d Fruit Skittles because they “tingle on your tongue” and “fizz in your mouth.” While the husband asks his wife to “kindly remove that candy from my face,” the commercial asks a different question: To get a fizzy, tingly feeling on your tongue, would you rather taste a sweaty tube sock or fruity candy?
You’re not only going to remember this commercial and talk about it with all of your friends, but you’re also going to instantly recognize what makes this product different from regular Skittles and other similar candies. Skittles’ copywriters have killed two birds with one stone.
The next time you’re trying to market a new, unique product, try thinking outside of the box. Copywriting can still make a huge impact with an economy of language and a few out-there ideas.
