What a simple brand promise – so easy and clear to understand.
Think Reddi-Whip aerosol can, but think Pancakes – maybe think both at the same time (hint – writing this during dinnertime – and, I’m a little hungry)!
Anyway, I plan to try NEW Batter Blaster this weekend, after eating up it’s marvelous marketing and unique story for some time now. You can learn a ton about how to effectively create and launch a new product by studying the good folks at Batter Blaster. For example, here are just a few reasons why they’re achieving amazing success:
- They created a truly new product that solves a need. Make pancakes easy and quick to make with little waste and mess. Everyone knows that it’s a pain to make pancakes for one or two people – especially in the morning if you work. Most people blow off breakfast – the most important meal of the day – because of a lack of time – so, Batter Blaster to the rescue! Plus, BB cakes must taste pretty good to be able to quickly earn nearly $20 million in 2009 sales when it just got up and running in 2005. Certainly it might not be the best tasting pancake you ever had – taste is a subjective attribute – but balanced on the whole against speed and convenience, it must taste OK and certainly worth a try.
- Clear Positioning – Easy, Quick, Better…Fun. Shake, point and shoot! It’s so easy to talk about it – so easy to explain. People get the core value proposition spot on and it’s easy to spread the buzz. Everything about Batter Blaster is easy – their web site, lists recipes, places to find product, product information and it’s a cinch to find contact information too. And, it’s fun – love the 50’s-style jingle when you hit the home page – “Make a better breakfast faster, Batter Blaster! It’s a spot on benefit rich positioning statement that’s easy to remember.
- Show and Tell and Proof of Performance. Great use of demos, testimonials too – love the Guinness Record Book move – brilliant!
- Great use of Public Relations and Social Media – How about 9,000 Facebook fans of Pancakes-in-a-Can! Let’s face it though – it’s a much easier to get coverage and viral buzz when you deliver on your promise!
In this age of iPod, iPhone and now iPad…iWant, INeed, iGotta have me some iPancakes from Batter Blaster because I’m thinking I’m going to love them! At least one time!