1/ A few weeks ago I asked #marketing Twitter what should be written on the bottom (inside) of a peel-off yogurt lid
2/ The answers I got generally fell into three buckets: (1) humor (e.g., say something cute/funny), (2) cross-sell (e.g., other flavors or products), and (3) brand reinforcement
3/ There was a fourth, quite popular, bucket along the lines of "lick me" (and/or be careful if you do) which brought to my attention the idea that people actually lick the inside of these tops. You learn something every day.
4/ Now I'll tell you what I think the correct answer is, or more precisely, what it isn't. I started the thread because I noticed one brand doing copy-intensive cross-sell on the bottom of my lid.
5/ Now, while I agree with David Ogilvy that "long copy sells," the inside of a yogurt lid is not the place for it. Nor, IMHO, is it the place for cross selling. I'm not at the point of purchase, I'm at the point of consumption. I may not even know if I like it yet.
6/ So that leads me to brand reinforcement as best solution. If your brand is light-hearted then yes, maybe humor is the right way to go. If it's not, I wouldn't start here.
7/ I'd say some short message that reinforces the brand value and primes the customer to have a positive experience. e.g., I know one product positions as an everyday indulgence, so why not "Indulge!" or "Creamy Delicious"
8/ I know another that positions on protein, so why not "Strength" or "Power" or "Enjoy your 10 grams" or such.
9/ The net is I think it's a great example of a place with limited space seen at a precise moment in time that we can use to test and sharpen our marketing thinking.
• • •
Missing some Tweet in this thread? You can try to
force a refresh
