Create or identify tension, then offer your product as the release.
"What pressure does our product relieve?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What pressure does our product relieve?"
Created tension by showing hunger-induced personality changes (Betty White playing football badly). Snickers provides instant relief - transformation back to normal self immediately after eating.
Built tension around stomach discomfort and overeating. The audible 'plop plop fizz fizz' sound became audio symbol of relief arriving. Campaign doubled sales by showing two tablets for maximum relief.
Created tension around embarrassment of dandruff in social/professional situations. Product positioned as release valve for social anxiety about flakes appearing.
