Twix New Marketing Campaign

So I have obviously not written in a while, and just now I am in the middle of SEO and link building reports when I get served a 'verify an email address' and I get taken by surprise. I go to Yahoo! to log into an email address and confirm the email just sent to me when I see the ad and I can't help but stop E-V-E-R-Y-T-H-I-N-G I am doing to blog about it.

 

Some of you may have already been exposed to the new Twix campaign about 'choosing a side'. I am absolutely mind blown by this NeuroMarketing technique that they are use for their campaign. If you are not seeing the extent of my enthusaism yet, let me elaborate on what they are doing. They have not come out with a new product. They did not make a 'limited edition' version of their signature candy. They have not done anything new or different and they have not changed or modified the product AT ALL. They have taken their product and made a completely new and distinct NeuroMarketing campaign based on a the same product they have always had but added a significant way to engage their product lovers.

 

Twix is a cookie covered with caramel and chocolate; and they always come in a set of two. They have designed their whole new campaign to make people choose between the left Twix or the right Twix. They are exactly the same product the only difference is their position in the wrapper. But they have used the neurological concept of "them vs. us" marketing (similar to Apple's technique) but against themselves. They are creating a divison between its competitors and consumers  and then inventing a new and stronger sense of attachment to its 'unique' product.

 

 

 

If you look at their ad, even though they are creating a divison amoungst themselves they are also subconsciously dividing Twix against all other candies through their content. The whole ad uses phrases such as "one of a kind", "unique process", "..makes us different...", and "...makes us stand out...". They are constantly reinforcing how different not only Twix consumers are but that 'LEFT' Twix consumers are even more unique.

 

But before you even get to see their ad or understand the technique they are using to try to get engagement from their customers, you will see "Now Introducing Left Twix and Right Twix". When you get served with an ad like this you think "Well I know what Twix are... But what is the 'left' and 'right' Twix?". That's the when the curisousity sets in and you are engaged and left trying to figure out what they are asking; which is the purpose of any marketing campiagn - ENGAGEMENT from the targeted audience. And this campaign does just that; so much that I had to stop everything that I was doing to Google what Left & Right Twix were and then to Blog about how fascinated I was! So thank you Twix for catching my interest so much to motivate my Blog post.

 

Keep up with the latest blog post by all the Tandem Interactive Team here :) Email me directly at BDiaz@Tandem-Interactive.com if you have any questions about NeuroMarketing or would like to design a campaign with neurological tactics. Have a great weekend!

 

 

'Them vs. Us' Marketing

Loyalty is a very powerful marketing tool to build your brand and its empire. Apple has used the same marketing tactic for years that has allowed their brand to grow to its position today. 

Scientific testing has proved that humans have a deep, unconscious longing to belong and fit in. Naturally, we want to be accepted and loved.  Because humans want to fit in we develop loyalty to to groups. By developing this loyalty to a group, we will then become emotionally attached to our group and in result set boundaries to distinguish that we are separate from other groups. Because we are naturally programmed to have this reasoning, Apple has found a marketing approach that has embraced this hardwired human characteristic. 

By allowing its users to develop a distinct division between 'them' (the PC users) and 'us' (the Mac users), Apple has created its own group with a sense of loyalty and making them prone to purchase their other products. For the past 30 years, Apple has made a distinction that we are different, we are not every other computer, we are Macs. Their video advertising has always shown the division between its users and the general public, reinstating this differences between its users and 'everyone else'. If you watch their videos ads you will see that there is little to no information on the actual product but just the reinforcement that their is a difference and the difference is you are either a robot just like everyone else or you a Mac. 

Some take-away's on how you can use the "Them vs. Us" Neuromarketing approach:

(1) Make a division : Find something that makes your business unique and different from your competitors. Teach your audience to embrace this difference and to be loyal to the difference. 

(2) Believe in your message : False advertising is not a foundation you should build your marketing strategy or your business on. But advertise relevant and TRUE statements about your brand. Make your audience believe in your message. Use different strategies to target your audience and show them that they fall in your business' division. 

(3) Embrace the separation : If you can create the division to your targeted audience telling them that they are different than the other groups they will believe in your message. Remind them of the difference, tell and show them directly and indirectly how they fall in your distinct group. Doing so will allow them to affiliate with your brand, increase your validity, and improve their status as a member of your 'group'.