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November 21, 2007 / davebirss

Creative Cheat Sheet: Part 13

Another suggestion from Lord Butterfield III:

Celebrate the problem

What is the issue that your product resolves? Maybe your product frees you up to enjoy that problem all the more. This worked great for Persil with their ‘dirt is good’ campaign because getting dirty can be lots of fun. Especially if you’re 8 years old. Or drunk. So rather than stifle that opportunity for enjoyment – do it more and let Persil deal with the consequences.

This strategy will work great for products like hangover cures, liposuction and genital wart cream. But not so great for chemotherapy, psychiatric treatments and prosthetic limbs.

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