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The experience is the brand

USA Detergent

Here is a great example of how to deliver on a brand promise. Most washing detergents spend millions of dollars showing you how they get whites whiter. Classic CPG marketing shows their results versus “the leading national detergent”.

But this Thai detergent took a different approach. They mailed samples of their detergent wrapped in a white t-shirt.

Want to see how well their detergent works? Just wash the shirt with the sample. Genius.

All too often marketers spend a lot of time and money coming up with clever ways to say something. But here is an example of a marketer who came up clever way for consumers to do something.

Jon Lax More posts by Jon Lax