The above greeted me when I walked into our Acme grocery store a couple of days ago. The gentleman pictured is none other than Jalen Hurts, who is the quarterback for the only undefeated team in the National Football League, our hometown Philadelphia Eagles. Before I entered the store, I had no earthly idea a company named Lemon Perfect even existed, let alone they had a product described as Hydrating Lemon Water.
But I immediately wanted to try it.
Sales and marketing to consumers….some is subtle, some is subliminal, some is a punch in the face. All are designed to separate our money from our wallet. Intellectually, I know this. But emotionally, I also know I sometimes get an immediate desire to acquire based on the advertising alone. Not just for what the product is, but for what feeling I’m supposedly going to experience from using it.
Now, just because Hurts is pictured with a bottle of hydrating water, I’m not instantly inclined to buy it. But of course, it doesn’t hurt.
The primary reason I immediately became fascinated with this product is because of lemons. I love lemons. If I come across something with lemon represented to be in it, there’s a sort of invisible, irresistible magnetic beam which inevitably draws me to it. Even if it’s something I don’t need, ever wanted before now…you get it.
Because I was in a bit of a time crunch at that point, I only had time to procure the milk, bread, and eggs we really needed…but Lemon Perfect Hydrating Lemon Water is now atop the grocery list for the next stop. While I remain highly skeptical of how much more hydrated this product will really make me than plain old H2O…if this tastes like real lemons it could be a “need.”
Later in the same day, I saw a TV spot for a product called Honey Lemon Chill Vicks VapoCOOL Severe Cough Drops.
You know where this is going, don’t you? These are already in the medicine cabinet. I don’t have a cough, but I am all for preventive medicine so I’ve already sampled this product. Not bad at all – enjoyed the lemon taste.
What you don’t know yet is the marketing on this product wasn’t just attractive to me because it was represented to be lemon-y, but because of the use of the words “cool” (VapoCOOL!) and “chill.” And this is where I pivot from what’s supposedly in the product…to how it will be received by my sensory receptors. Cool and chill are very much purchase trigger words for me by themselves…more so when used together.
I already use a product because it is “arctic”…
Now, I don’t know exactly where this all began. I’ve liked Winter for as long as I can remember, but when a food or beverage product is marketed as arctic, ice, cool, cold, chill, etc. it creates an emotional response within me which often leads to me buying and trying the product. I have the exact opposite buying emotion when it comes to products marketed with descriptions including words like tropical, sun, warm, hot, heat, etc.
Yeah, it probably IS a Winter thing.
Putting lemon, cool, and chill together in the same description made it just a matter of time before I bought those cough drops. If Vicks had advertised them with the lead ingredient as horseradish instead of honey, I would still have bought a bag.
I will confess neither the Vicks cough drops or the Altoids mints made me feel cool or chill or in the arctic while using them. I remained at 98.6 F. In the instance of the word chill, maybe the sales and marketing folks are just using it like cool kids use it these days?
No matter. It’s cool. I’m chill.
While thinking about ad-driven purchases, I also remembered another item I buy that falls into this brisk category…caramel cold brew coffee. You know by now they had me at “cold” brew, right? Be advised, I also love me some caramel…as much as lemons. If someone ever successfully grows a caramel lemon tree, I’m purchasing it.
While I know there is a defined, unique process to creating cold brew coffee, I really have no idea if my local Dunkin’ strictly adheres to it all the time because they are super-busy all day long. Hell, with the three pumps of caramel I get added to each order for all I know it’s just yesterday’s regular coffee not reheated. Regardless, it helps get me going in the morning. It’s definitely cold…and it’s positively caramel.
It also should be noted here our local Dunkin’ franchises are huge Philadelphia Eagles supporters. (Did I mention the Eagles are undefeated?)
The sales and marketing gurus got me once again yesterday…when I noticed a food article online. It was about a product that won’t even be on store shelves until February, 2023…M&M’s Caramel Cold Brew Candy.
I sprained my wrists getting to the M&M’s website.
I’ll admit to being skeptical these will be colder than other M&M’s. No matter. The website asked if I’d like to be notified when this new item will become available. Yes, please. However, I am taking no chances. Once the calendar flips to 2023, I’ll be pro-actively calling around asking stores ”DID YOU GET THEM YET?”
Sales and marketing pros look to connect with consumers any way they can, not only promoting what their products are all about, but also by creating an expectation of how we will feel using them. This new M&M candy is a perfect example of this. According to M&M’s, the Caramel Cold Brew Candy will be represented by the new Purple M&M, which they note is distinguished by her authenticity, self-awareness, and confidence.
Who wouldn’t feel good buying Caramel Cold Brew Candy from that spokescandy? There’s a legitimate potential when this product comes out…it might just sell out.
Maybe I’ll start calling around in December…
Pictures Courtesy Proctor & Gamble/Mars Incorporated