Selling Experience

Advertisements no longer just sell the product, they sell an experience along with it. I watch quite a bit of T.V., and it has come to my attention that most of the commercials are selling a feeling. Some examples are Kleenex, Kellogg's Rice Krispies, and Rogers Cable. 

Kleenex is doing the campaign for "Let it Out" which is inviting people to take time out of their day and express a story or an emotion. Kleenex is using this as a time for people to be finally listened to. Happy or Sad stories, kleenex is there for them.

Kellogg's Rice Krispies is running the "Big Brother/Baby Brother" campaign. The story is of a young boy who refuses to eat his breakfast. His mother fears nothing as the big brother comes downstairs to try the Rice Krispies with excitement. The baby brother now sees his big brother enjoying the breakfast and begins to copy his idol. Not once did this ad say anything about the product itself. Instead, they chose to focus on the relationship between the two boys.

Lastly, Rogers cable and the "Male Bonding" advertisements. This is the commercial where the father is watching the hockey game, his wife goes up to bed, and his boy is awaked claiming that he can't sleep. The father is just about to turn of the T.V. to tend to his son's needs, when suddenly he recognizes a good opportunity to bond with his son, and lets him watch the end of the game. Again, Rogers does not pith one feature or savings with their cable company, they are simply selling an experience. 

I believe that commercials have always been selling the experience, however it is a lot more prominent today. We as consumers have adjusted to the constant bombardment of advertising. Now it is imperative to sell something more than just the product.