Imagine that the biggest “flaw” of a product is proudly advertised in its official tagline. It sounds crazy, right?

Imagine a cough syrup manufacterer stating in its very own ads that its main product tastes just like: snail trail accumulation, trash bag leakage, cardio workout perspiration, pig tongue scrapings, used mouthwash, spring break hot tub water or public restroom puddle. Say it, #WTF.

Difficult to believe and yet a #truestory, the one of Canadian-born company Buckley’s. Their famous tagline “It tastes awful. And it works” is a winner. It means more sales and bigger market share.

Watch one of the ads on Youtube.

Check this little selection I made of the print ads they used over the years:

  • Our largest bottle is 200ml. Anything more would be cruel.
  • People swear by it. And at it.
  • I’m dedicated to ensuring every new batch of Buckley’s tastes as bad as the last.
  • Made with oil of ine needles. What did you expect it to taste like?
  • Your cough won’t know what hit it, neither will you.
  • Open wide and say “@#$%&*!”

Buckley’s incorporated “awful taste” as a brand attribute in the early ’80s, when they found out after a market research, that their target had this perception about the product.

The goal is clear, it’s the ol’ “let’s turn a weakness into a strength”. But, were the advertisers playing with fire or was that a safe bet? Are there any hidden motivations that trigger people to buy the syrup?

I am going to demonstrate it in five points:

1. The Attention

No need to say that the message is odd and surprising. It doesn’t seem to make sense so it’s impressive. We must admit that the ads grab our attention and make people speak about them. In nowadays terms, we may say this tagline is viral. It’s funny and at the same time, we may remember it.

2. The Dare

The slogan is essentially a dare. Challenges are very strong motivators. People need to know if the taste is as awful as they say. So in fact, it’s not a turn-off, it’s an invitation for validation.

3. The Balance

It would be very foolish to state that a product needs to have a negative brand attribute to increase market share and sales. As you have guessed, you can only do it in very special circumstances. First of all, you have to analyse the flaw and put it in perspective. How big is it? Transcendence, the state of being beyond the range of normal perception, is crucial here. In Buckley’s case, we are kind of used to the fact that cough syrups taste bad. This fact makes this flaw lose some points. Anyway, you still have to put it in a balance with a positive statement that beats it. The good claim is “And it works”. Note the use of “And” after a point instead of “but” and no point. Putting a “but” in there would have been unwise, on the other hand, the “and” after a dot, puts the two sentences in the two pans of the balance scale.

The strategy here is to make the second phrase outweigh the first by using the first to reinforce the second. How? The answer is in the nature itself of the first phrase. Studies demonstrate that mentioning a drawback in your arguments, against your self-interest or product, create “the perception that you and your organization are honest and trustworthy. This puts you in a position to be more persuasive when promoting your genuine strengths” (Goldstein, Martin, Cialdini). So this is what happens: by saying the first phrase, they give more credibility to the second. This tactic has been applied not only in marketing (Volkswagen, Listerine, Avis) but also in Civil Trials.

4. The Pain

David B. Morris, in an article titled Belief and Narrative for The Scientist in 2005, states that the famous “no pain, no gain” is an American modern mini-narrative that compresses the story of a protagonist who understands that the road to achievement runs only through hardship. And it makes sense; If you want to become an architect, you know that you need to study a lot. If you want to run a marathon, you know that you have to train a lot. So Buckley’s says: if you want to get your cough healed, you have to taste a nasty syrup. This card is also played.

5. The Magic

Let’s speak about magic now. Let’s enter the fascinating world of deep psychological factors that influence the perception and effectiveness of medicine. The colour of the box, the shape of the pills, its name or the way it is administrated influence the effectiveness. The power of the mind. A Placebo effect is “the tendency of any medication or treatment, even an inert or ineffective one, to exhibit results simply because the recipient believes that it will work”. Studies have found that a placebo injection is more effective than a placebo pill. Why is that? According doctor Ben Goldacre, author of the bestseller Bad Science, it is because the injection feels like a more dramatic intervention. The more dramatic the ritual, the more effective it will be or, better said, may be perceived.

For above reasons, Buckley’s interest is to present its syrup as the worst in taste. It’s a genius marketing campaign. Also, a safe bet.

Carles Roca-Font
Customer Support Manager at Camaloon

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W.

WHY YOU SHOULD CONSIDER A COWORKING SPACE FOR YOUR STARTUP

Your home office or a coffee shop won’t be enough!

Yes, we all know the tale about the guy who starts a small company in their garage or basement, has a brilliant idea and becomes the next Steve Jobs. It’s true, most successes have very humble beginnings. It’s also true that not all garage or basements are going to magically get you a successful business. They might work in the very (veeeery) early stages of your startup, but you can’t always meet a client at coffee shops, not to say your basement. 

A great, if not the best, solution is to find a coworking space. Coworking spaces have become very popular all over the world, either for freelancers or entrepreneurs and startups. 

Coworking spaces are not just big rooms with desks and chairs with high-speed wifi. The areas are made to be exciting places to work and improve your productivity.

As a startup, you need to find resources fast and affordably. More importantly, you’ll need motivation. This is why you should consider a coworking space. 

Here are some basic but amazing benefits from coworking spaces:

Community

Joining a coworking means joining a community.  Being surrounded by other entrepreneurs, freelancers and talented independent people is without doubt a one of the best features of a coworking.

Motivation is key when starting a new project and trying to develop your own business. The road will get though and you’ll appreciate other entrepreneurs’ vision and support! Other workers’ feedback can be very useful to improve your service/product before trying to sell it to the world. 

Networking, networking and…networking!

As a startup, you’ll be looking for networking opportunities. Most coworkings host professionals from different kind of industries, which can open up many doors for you and your business. Not all coworking spaces are about networking, some of them prefer to have a quiet individual work environment, so as a startup you have to make sure to choose a coworking with networking opportunities.

At Itnig, for example, we love to share ideas and support other entrepreneurs. Don’t be shy, some of the other coworking tenants can bring great business opportunities, or even become new clients (and friends)! 

Budgetfriendly

As entrepreneurs (or people for that matter) it’s very important to understand the importance of money, more specifically: budget. Tight budgets call for smart spending. Coworkings are usually budget friendly, most of them offer different membership options depending on your startup’s needs and budget.

Amenities 

A coworking provides you with everything needed to be as productive as possible. High speed internet connection, printers, conference rooms and COFFEE. Some coworkings even plan afterwork activities and events to make it all more fun! As a startup, a coworking space is your best chance at having all the basic amenities but also the fun ones, like a ping pong table or a nice chill out terrace. 

Happy clients

As you grow and have more clients, it can get messy if you keep meeting them in coffee shops. Coworking spaces offer office services such as conference rooms. That way your meetings will be more professional and comfortable for everyone. 

Barcelona is a city full of coworkings of every kind! Our Itnig community keeps growing, we now have up to 20 startups such as Andjoy, Classlife, Factorial and Freeverse, all under the same roof. We have afterwork activities and we also plan different kinds of events open to anyone interested in marketing, tech stuff, entrepreneurship and design. Our space is about 2.100m2 with up to 800m2 of conference rooms, events space, ping pong and fun activities. 

There’s also  wifi, endless coffee and talented people. Join us!