Advertisers are in a constant battle to stay above the noise, but sometimes it appears that they might have crossed a line of taste. This campaign was a print ad in an upmarket Swedish women’s magazine, inviting women to pee on the ad. The paper had been infused with the same type of chemical used in pregnancy tests.
If the woman is pregnant, they see they are eligible for a 50% discount, revealed by their pee. The ad certainly attracted attention, but it certainly begs the question, if they can afford to provide a 50% discount, how much margin is there on the normal price, and is it similar for all their other products? It’s never a great idea for the margin question to be raised. What could you do to stand out in your marketplace?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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