Unlike big brands, value brands can’t afford to build complex emotional appeals overtime. Beyond “value”, these brands need a singular cognitive focus benefit messaging to help people rationalize their decision.
Brand Strategy: Fiora is a high-quality value brand of bathroom tissue and paper towels. It’s a smarter buy because their MEGA line provides 30% more paper than their competitors at a lower price point.
Creative Idea: We drew people’s cognitive focus to the 30% more value benefit, through a larger than life product comparison resulting in a 38% sales lift.