In most product categories there are two ways to increase sales
1. Get more people to buy your products
2. Get your current customers to buy your products more often
Napisan, aka The Great Unstainer, prefers the later.
Over the last decade, Napisan have educated customers to use their product more often, through the brilliant use of a variety of marketing methods.
Step 1: Establish your niche
Napisan started out by establishing itself as a soaking alternative to bleach, with the Klu Klux Klan tagline “brings them back to white”.
Here Napisan have used the classic advertising method of product demonstration.
This was later popularised in their ads featuring the “Napisan Challenge”, where John Harker barged into random victim’s homes smearing stains all over their whites, then asked them to use Napisan to see it work for themselves.
Thankfully for John Harker, Napisan always got the stain out.
Thankfully for us, the Chaser boys and Anthony Salame didn’t miss a beat in taking the piss out of these ads (warning strong language).
Step 2: Break out of your niche
Napisan had established itself as an effective soaker for whites. But that is a bit limiting isn’t it, so how can we expand sales of Napisan?
Well, how about all those coloured clothes that people seem to be wearing?
In this ad, Napisan introduce “Colour Smart” which helps keep colours true even after 20 washes! After which I guess, you say hello to fading.
Notice how they also have changed from white packaging to pink, to further accentuate that the product is safe on colours.
Step 3: Encourage your customers to use your product every time
In this execution, Napisan introduces “Stain Insure” which provides mothers with insurance against stains if they include Napisan in every wash.
Notice how they have effectively migrated Napisan from just soaking stained whites, to a product that should be added to every wash, for both whites and colours.
Step 4: When you have solved all your customer’s problems, create more problems
In this final ad, Napisan introduces another breakthrough called “Oxy Action Intelligence” which seeks out stains in the wash, even the ones you didn’t notice.
Even the stains you didn’t notice?
Now Napisan are encouraging you to wash your clothes even when they appear clean.
Clearly, a very smart marketer came up with that one.
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