Pluto TV's recent Super Bowl commercial caught my attention as I thought its marketing campaign was brilliant. They took the negative connotation of a “couch potato” and turned it into a positive aspect of their brand identity. Let’s break it down. The commercial opens with a farmer discussing how they grow “couch potatoes.” Rather than shying away from the negative connotations of this term, they leaned into it. By embracing the negative connotation, they are basically saying, “Yes, we want you to be a couch potato, and we’re the best place to help you become that.” Through accepting (celebrating) the idea of “wasting time,” Pluto TV no longer sells a service; they are now selling the experience of guilt-free leisure.
The quote, “To position well, manipulate what’s already in their minds,” from "Positioning: The Battle For Your Mind" by Al Ries and Jack Trout perfectly describes their strategy. They understand that to position well, it’s essential to manipulate what’s already in the audience’s minds. By embracing the “couch potato” image, Pluto TV taps into that pre-existing perception and turns it into their favor.
Effective positioning is the key to standing out. Pluto TV's embrace of the "couch potato" label not only sets them apart but also connects with their target audience on a personal level. By turning a negative into a positive, they've created a distinct brand identity that resonates with those seeking a guilt-free TV-watching experience.
Remember, in the battle for consumer attention, clever positioning can be the game-changer. Shoutout to Pluto TV, HAYMAKER (the creative agency), and everyone involved for that amazing commercial. Check out the commercial here and let me know what you think about their marketing strategy in the comments.
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