To convince caregivers that their chicken noodle soup was a good cold remedy, Campbell’s asked grocery stores to sell it in the cold medicine section. We’ve talked about this idea here in terms of behavioural economics, but I wanted to take a different angle.
This idea did not come in a big ‘ta-da’ moment from the creative director. I’m told it came from a media planner. I can imagine the idea being tucked away, mid-way down a bullet-point list on page 8 of the media plan:
Non-traditional ways to position chicken noodle soup as a cold remedy
• Get a doctor or medical association to certify its effectiveness on the packaging
• Cross-promote with a more traditional cold remedy (eg, Neo-Citran)
• Sell it in the cold remedy aisle at grocery stores
• Offer discount coupons (designed as prescriptions) in health publications
• Take out advertorial in parenting magazines talking about its effectiveness
Easy to glaze over the idea, isn’t it? (I can almost hear the media director: “Neat ideas! So, about that TV buy…”). It took someone to read the plan and spot the genius of that idea amongst all the clutter and champion it through the agency. In a way, the person who recognized the great idea was as important as the person who had it.
In brainstorms, it’s easy to shoot out idea after idea (and if you have a bad one, hey, it’s just brainstorming). It’s far braver and more important to listen to everyone’s ideas, spot the great ones, and defend/champion them into existence.