Changing Brand Perceptions: Blind Testing
How tricking people can convince consumers to try your brand.
From Folgers Instant Coffee crystals ad in 1983 to Pizza Hut’s Italian NYC restaurant in 2008 , brands have long tried to overcome negative perceptions with bait-and-switch stunts. The formula is (1) have consumers try the product without knowledge of the brand, (2) show the (always positive) reactions), and (3) the big reveal.
So what makes these types of ads effective?
Targeting people who adamantly do not like your brand (or have a negative perception about it) can be persuasive in convincing a broader audience of consumers to at least try your brand.
In 2015, Budweiser stayed on-brand, fighting against the microbrewery trend and going after their naysayers: Brooklyn residents (read: hipsters). This strategy may be able to convert a few Bud haters while still resonating with their fans, who probably got a kick out of watching hipsters get duped.
Earlier this year, Suave targeted beauty influencers who believed low prices meant low quality. In the spot, Suave-an affordable (read cheap) product- points out the insight: 7 out of 10 women think expensive brands work better than inexpensive ones. Then, they proceed to prove the beauty influencers and the 7/0% of women wrong. Their call to action “Trying is believing” simply asks consumers to give Suave a chance.
However, it’s not a one-size-fits-all solution.
While these ads can be effective in changing brand perceptions (and increasing sales), not all bait-and-switch ads are created equally. In a recent stunt, Heinz tried to convince Chicagoans to try ketchup on their hot dogs by calling it “Chicago Dog Sauce.”
In theory, the strategy was strong: go after ketchup haters and capitalize on a relevant trend (#NationalHotDogDay). However, would consumers really not be able to recognize ketchup? Is the Chicagoan anti-ketchup-on-hot-dogs culture really going to change? In this case, Heinz may have been better off showing Chicago hot dog eaters other great ways to enjoy ketchup.
Bait-and-switch ads are a fun way for brands to get consumers to try their product by making it feel new (and separate from their actual brand). They show a brand’s belief in their product with a simple message to audiences: just try it; it may surprise you.
Similar to reality TV, audiences understand there is editing involved. However, the people featured feel more relatable than a spokesperson, actress/actor, or model, so the spots feel closer to word-of-mouth recommendations. Another plus for brands is it eliminates the risk of scandal potentially marring the reputation of a celebrity endorser.
Overall, these ads showing real people reacting to a brand’s product see positive engagement and results. So while not all advertising pranks are successful, it’s clear trickster advertisers aren’t going away any time soon.
