Claims development and validation

SOLUTIONS

Claims development and validation

How to win in the real world

The purpose of claims is to make sure you win in the real world; they give you an edge over your competitors. They ensure your products stand out on the shelf.

Claims convince people you will do that job better than anyone else
Technically, your product may be superior, but if you don’t communicate that, you hand the advantage to your competitors
Claims are multimedia: on pack, on billboards, in magazines, on TV, on social media…
Think about that place early on: it takes a lot to take a claim off pack!

Winning in the real world

Here’s evidence of using that winning claim to market the results on the biggest billboard in Times Square!

How do we achieve this?

Understand people through ethnographic qual and quant U&A
Generate the claims internally or with consumers through workshops
Make sure your claims will win in the real world
Ensure the test is fair and compliant with global best practice
Lead with the claim with the greatest resonance
Create a claims portfolio to ensure you have the evidence to stand up in court

Key benefits and value:

Claims go beyond efficacy, they can be…

Functional: easy to take, easier to open, easier to carry, etc.
Social: can I get back to my job quicker, quick acting, etc.
Emotional: nostalgic ingredients, trusted ingredients, familiar fragrances, etc.