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A winning claim can transform the appeal of a brand or a single product, old or new. We define a winning claim as one memorable promise you can make about a brand or a product's benefit, that grabs your target customers attention and encourages them to buy.
Developing and writing new claims for a brand can become especially relevant when product innovation budgets are tight, or when a brand is looking to maximise the appeal of a new technology that is being launched.
This short blog post show cases five different examples of winning claims, and that have all proven to have driven growth of the brand or hero product. For all examples, click on the links to see the final advertising that was used.
1. RoC SkinCare - Give Ten Years Back
Roc Skincare blew away competition for 3 years with the following claim: "Clinically proven to make your skin appear ten years younger. Contains active retinol that gives ten years back to your skin. Now you can dare to tell your age." This single and memorable promise cut through the clutter, with language that grabbed the attention of the target audience. The secondary claims used in the advertising provided credibility and support for the principal promise.
2. Johnsons Baby - Doubly Cuddly
In our experience, some of the most compelling claims combine a promise that is both emotional and rational, and where the promise is strongly linked to the equity of the brand. This is an approach used by the Johnson's Baby with the following claim for a baby wash product: "Our new Johnson’s Softwash® is our softest ever formula and is guaranteed for even more cuddles. In fact, the extra softness ingredients that we have added leave baby skin so soft that it will feel doubly cuddly!".
3. Sensodyne Toothpaste - Actually Repairs
Winning claims not only need to be inspiring, they also need to be credible. This rational approach is consistently used by GSK's Sensodyne with their claim: "A revolutionary toothpaste that can actually repair the sensitive part of the tooth. Totally different from any other toothpastes. Advanced Novomin formula works on the sensitive part of the tooth to seek out and repair damage". The key word in this claim is "actually" in communicating "our claim is true" and is supported by technology demo, together with the dentist endorsement.
4. Innocent Smoothies - Nothing But Fruit
Winning claims should not only focus a key benefit, but should use language that is insightful and relevant to the target audience. The innocent Drinks brand consistently claims as per the following example: "our drinks and smoothies are packed full of natural fruit and nothing else! With up to 1lb of fruit in every carton, you no longer need to struggle to get the fruit you need for a healthy diet. Innocent, nothing but nothing but fruit." The simple claim ("packed full of natural fruit and nothing else") is supported by empathetic and insightful language that connects with the target audience ("probably like us, you are a bit rubbish at eating fresh fruit").
5. Adidas - Boost Your Running Performance
Owning a winning claim is the dream scenario for any brand. Being first helps, “keep repeating the claim” is key, but real ownership is normally achieved if you can link the claim to the name of the product, or to an associated "on-pack" trade mark. The launch of Adidas Boost is a great example with their claim: "A new running shoe made with BOOST™ energy capsules that are proven to boost your energy and boost your running performance. Sole made with thousands of BOOST™ energy capsules that provide more energy than any other running shoe. Combined with Techfit™ fabric for greater comfort and stability. Running will never be the same."