Condoms, even if you’re in love, are a pretty functional product category. Check out how Zazoo, a Belgian-based company, employs fear in advertising its brand, reminding us that functional purchases really can be driven by emotion. Revamping a brand so it connects on both an emotional and analytical level with consumers is an important step in revitalizing a faded brand image.
One Response to “Emotional Connections Come in All Forms. Take Fear, for Example.”
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It’s interesting to see the fear aspect played up in condom commercials. Durex went the other direction with their new campaign which is really effective too. It’s called “That’s my pleasure” and they built out an awesome website
http://www.thatsmypleasure.com/ which contains e-cards, coupons and other features. These drive sales and customer interaction. It’s another great example of driving emotion to purchase condoms, just a different type of emotion!