The attempt at clever typography in my post’s title was to convey how this Festina waterproof watch decided to literally provide evidence it was truly waterproof.
The watch comes in a transparent bag filled with distilled water, featuring only the company logo and slogan. What a good idea. This watch is certainly not the first and only waterproof timepiece out there. But demonstrating its somewhat generic feature in a unique, novel, relevant and arresting way provides a credibility and image that one thousand words couldn’t equal.
I have a friend who owns a shredding company. You know, you give him paper; he turns it into ticker tape parade confetti. I supplied him with his slogan (Let Us Destroy Your Best Work). And I then suggested that for his business card he shred an actual card, put it into a clear plastic bag, and just print his company name, website and phone number on each bag. I thought a small bag of shredded paper would be an unusual visual for his company. He thought it was too weird. We shall never know.
But which of your products has a feature (me-too or me-only) that you can dramatize and own? Do it at point of purchase, in your packaging, your website, wherever. But do it!
Got the idea?