Secret Case



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SECRETS OF SECRET

The “what” and the “why” behind the failure of a new product launch

Thursday, March 30, 2017 - 16:30

Secret’s (the P&G brand) TV ad, launched in US, had driven consumers into Unilever’s Dove product. The strategy and execution according to traditional research was flawless. Brilliant ideas combined with funny yet powerful execution. What went wrong?

Rafał Ohme will demonstrate with a combination of neuroscience and a reaction time tool how inappropriately selected creative message can provoke emotional reactions that can charge... the competitor. 

Years of communication of a specific quality of a product ‘hard-wires’ it into brand’s DNA (e.g. Volvo – safety; Coke – joy of life). Therefore even most creative marketing messages may end up supporting competitor – the ‘rightful-owner’ of such quality. However, it is hard to understand it from the surface – as on declarative level everything seems to be logical. Neuro exposes that the logic is not the main driver of consumers’ behavior, whereas reaction time uncovers the emotional reasons behind it.

Audience take-aways:
- How loyal customers turned into supporters of the competitor
- How some declarations are hard-wired in the consumer's brain
- The difference between declarative level and emotional level 


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