A ‘Refreshing’ View on Attracting Attention
If you have left your house in the last month, then chances are you have walked past one of these Lipton Iced Tea Sparkling billboards. They are bright and eye-catching, but that isn’t what gets you to take an involuntary double-take every time you pass one!
The first aim of advertising is to pull focus and get your potential customers to notice your advertisements. And as the marketing world gets increasingly congested this gets more difficult. But not impossible as Lipton Tea is showing with their latest campaign.
Aptly titled No Added Celebrities, this campaign has come up with a number of factual statements about their product to emblazon across their bus shelter advertising. Here is a list of the taglines that I have seen in the past week:
- No Added Celebrities
- Lemon Wedge Not Included
- Official Soft Drink Of This Billboard
- Market Research Has Proven The Can Is Yellow
- Shameless Selfie
And my personal favourite . . .
- Subliminal (Buy It) Messaging (Buy It)
Now I’m going to attempt to draw on my first-year sequence of psychology to try and explain why they are ingenious. So stick with me.
Whether you do it consciously or not, your brain is constantly processing every advertisement you pass on the street. Once you have been exposed to the same phrase several times and told your brain that you aren’t interested then it stops alerting you to this stimulus in your environment.
Take the phrase ‘No Added Sugar’ for example. Everybody has seen that phrase millions of times on advertising for almost every consumable good and since it is no longer novel when we walk past a billboard with the ‘No Added Sugar’ tagline we are no longer alerted to its presence.
But something different happens for phrases that we aren’t used to seeing. Because the part of your brain that is processing these subliminal messages is running on autopilot, when it notices a phrase or picture that doesn’t make sense it alerts the rest of your brain so that you spend more time and energy processing it on the off-chance it may be important.
Well, this happens with the Lipton Iced Tea Sparkling adverts. Especially because they are slight deviations from the usual phrases we have blocked out. And that means that you have to take another look and actually pay attention to the advertisement.
A very clever theory and something that should be considered by all industries – even in entertainment. Overtime adverts from a certain industry tend to slowly become more similar as an industry standard is created. Think about advertising from the major banks. There may be one or two innovative brands but on the whole they are highly similar.
So if you want to actually attract attention – make yourself stand out by encouraging your audience to actually pay attention to the advertisement like Lipton!