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We have run over 300 claims innovation projects, helping leading brands to unlock new claims that are more compelling with target consumers. But where is the best place to start in search of new claims that are more impactful and ownable?
This month's blog report considers this question and provides a useful reminder of five things to consider when defining the focus for a claims innovation project. But first off, what's the definition for a "winning claim"?
We describe a winning claim as "one memorable promise you can make about your brand or a product's benefit, that GRABS your target consumer's attention and encourages them to buy". Winning claims can be either rational or emotional (or both), are usually simple and easy to understand, and are different and motivating. And the real trick for success, they are normally inspired by a deeper consumer insight, or a technical insight about the benefits of some new wonder ingredient.
1. Focus on Brand Equity Benefits
On most projects, we recommend that claims innovation is focused on insights linked to one or two key equity benefits of a brand. This means that the claims are consistent with the consumer's expectations of the brand and they are more likely to be ownable. For example, softness is a key equity value of the Johnson's Baby, and is the focus for claims such as "our softest ever formula, guaranteed for even more cuddles." As with this case, the focus on a single equity benefit should inspires claims that are both rational or emotional. In most projects that we run, we certainly recommend that at least one area of focus is defined by the brand equity.
2. Focus on Overlooked or Unmet Needs
A second approach, is to focus claims innovation on insights linked to one or two overlooked or unmet consumer needs that are relevant to your brand. This requires an understanding of the trends and opportunities that exist in a given category, something that a Usage and Attitudes Survey (U&A) will help to uncover. Sensodyne provides a good example of a brand that seeks to meet an unmet consumer need, with a claim of "a toothpaste that can actually repair the sensitive part of the tooth". In this example, the word "actually" provides important context to help overcome credibility gaps, that is supported in the TVC with an excellent product demo.
3. Focus on Technology Benefits
Focusing on the benefits of a new technology provides another great place to start, especially if the technology is linked to a core consumer need. Although the challenge with this approach is to ensure that the benefits of a claim are linked back to a relevant consumer insight with language that helps to "bring the technology to life". One of our favourite examples is the technology claim used to launch the Adidas Boost running shoe: "A new running shoe made with BOOST™ energy capsules that are proven to boost your energy and boost your running performance." The claim is supported by a very simple demo of how the sole is made from thousands of BOOST™ energy capsules, combined with Techfit™ fabric technology for greater comfort and stability.
4. Look for Competitive Gaps in the Market
Closely linked to a focus on unmet consumer needs, is to focus claims innovation on competitive gaps and market opportunities. But beware, in looking for new opportunities, don't focus claims innovation on areas that really aren't that important to your target consumer. P&G and Unilever provide good examples of how these two companies relentlessly focus new innovations and new claims on core consumer needs. This is especially true in laundry cleaning or dish washing. For example, the Fairy washing up brand consistently focuses on the rational benefits of better / faster cleaning, together with emotional benefits of being gentle on hands. And in the recent launch of Fairy Max Power, they exploited the issue of rising energy prices with the claim, "new Max Power not only cleans pans four times faster than a regular washing up liquid, it also cleans effectively in cold water to help you save 50% of energy costs when washing up."
5. Fast Testing and Build on the Winners
Finally, what do you do if you really have a "blank piece of paper" and are not sure where to start? The route we recommend is to identify 4 or 5 broad opportunity areas, and then to use to quickly gather and evaluate potential insights linked to each opportunity area. Through wider collaboration, including potential inputs from creative-thinking consumers, we use this approach to quickly identify the "leading or winning insights" from different themes. This can then help tighten the scope of the "opportunity areas" for further claims generation work. Claims generation is then focused on specific consumer insights, and we then typically refine and screen around 40 "leading claims" with a larger sample of target consumers, to identify 5-6 winning routes that can provide the focus for deeper claims development work. This approach can be further enhanced by including one or two “benchmark claims” from key competition.