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Developing new claims for a brand or product can help to transform its appeal with target consumers, particularly if the claims are used to inspire new packaging designs and new advertising copy. In 2024 we have run 10 claims innovation projects for leading brands, using our insights driven approach to generate, refine and develop more compelling consumer claims.
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.
Listed below are five more examples of some winning claims for a range of different consumer products. For each example, click on the links to see the associated advertising. And to see how we help leading brands to generate new and stronger claims, check out our freshest formula for winning claims.
1. Lenor Unstoppables - Whoosh of Unstoppable Freshness
The TV execution for Lenor Unstoppables is one of our favourite TV ads of 2024, with a claim that it delivers a whoosh of unstoppable freshness for 8 hours of freshness. The claim provides a really good example of a promise that is simple, but that stands out from the crowd. We particularly like the "whoosh" of unstoppable freshness, a claim that is supported by the product name and one that is creatively visualised in the TV commercial. They have even added a claims torture test....in that the freshness even works on socks!
2. Always Ultra Thins - Up to 100% Leak Free Protection
The claim and associated advertising for Always Ultra Thins is straight out of the P&G advertising and claims text book. Say "good bye to gush fears" with a product that absorbs 2 times faster maynot sound terribly exciting, but the combination of the emotional and rational leads to some strong advertising, with a memorable promise delivered in just 16 seconds. The claim is based on a clear insight supported by the classic P&G product demo and a very well made TV ad. Always continue to use strong and consistent claims to maintain market leadership.
3. Nytol One a Night - Wake Refreshed After a Full Nights Sleep
Nytol One-a-Night provides a good example of a triple-tiered claim that is combined in a TV commercial with insightful everyday language. The claim builds, saying it is clinically proven to help you "drift off, sleep soundly and wake up refreshed from a full night's sleep". Reassurance and the "reason to believe" is then added with some "simple science". The execution provides an good example of how an insight can be used to inspire a clear and compelling consumer promise in a TV execution that has now been running for two years - something must be working!
4. Sensodyne Deep Repair and Protect - Enjoy Ice Cold Drinks Without The Worry
Haleon's Sensodyne brand provides a really good example of a brand that reinforces its core benefit with consistent claims that have become owned by the brand. And the ownability of the claim is further reinforced by their original bravery in choosing a product name (Repair and Protect) that is linked to the claims that they continue to make. In this example, they take a simple insight to inspire a claim that "you can now enjoy icy drinks without the worry" combined with a reminder of their core claim that it "actually repairs the sensitive part of the tooth".
5. Red Bull - For Energy That Gives You Wings
Our final example in this month's blog post is an "oldie" but a very important reminder that in order to own a claim, you probably need to keep saying it again and again and again. Ask anyone on the street in any major city in the world, "what promise does the Red Bull brand make?". And the answer...."for energy that gives you wings". Any energy drinks brand could have made this claim, but Red Bull first started using this claim in 1992, supported by quirky animated commercials that have been broadcast in over 170 countries world-wide.