Cutting Through The Clutter

Following up from last weeks post about the Udderly Smooth Moisturizing Lotion, I wanted to share some responses from LinkedIn.com members. The question I posed was, “Looking at the brand ‘Udderly Smooth Moisturizing Lotion’, does adding “Developed for use on dairy cows” strengthen the brand and/or the product? What does this statement bring to the brand?”

I was surprised at how many comments I received about the Udderly smooth brand tactics. Most commented on how they could not take this brand seriously and it is shocking to think that what works on cows would be accepted by humans as a skin moisturizer. Some even commented on how it was a bit insulting to the human. Others commented on how it accomplishes its objective in adding humor to the brand and product. I believe it is a great ploy to stimulate viral marketing. Test this by purchasing a small bottle of Udderly Smooth®’s Moisturizing Lotion and set it in a trafficked area where others are likely to see it, your house or at work. I bought a bottle and put it on my coffee table the other day before having a few people over for dinner. My friends asked about the product and even rub a bit on their hands. Later that week, my guest commented about how each of them bought the product and told friends how great it works to relieve dry skin and that it was intended for use on cow udders. I was witnessing viral marketing first hand.

Typically, when you think of hand cream or hair wash you think of celebrities or models promoting a product. For these brands, the celebrities are “grazing” at the opposite end of the spectrum.

Another thought to consider is the fact that products such as Udderly Smooth, Crack Cream and Mane and Tail shampoo and conditioner promote the fact that they test their products on animals.

All in all these are some interesting marketing tactics to break from the “udderly” cluttered market place.