PiNG! Connecting with Your Consumer - Flipbook - Page 98
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through Mythmaking—Ushuaia
Take Consumers
Someplace They’ve
Never Been
Use storytelling to communicate your message. Ushuaia body wash takes its inspiration from an is-
land of the same name at the southernmost tip of Argentina.
The PiNG point of Ushuaia is the exoticism that consumers
associate with such a far-flung destination. The brand successfully uses that exoticism to communicate experiential
benefits that include tropical fragrance and ingredients. Creating a sensorial experience is key in the personal cleansing
category, and Ushuaia leverages the romance of international
travel to help create a unique consumer experience. In this
way, Ushuaia uses destination marketing just as a travel company would, but applies it instead as a usage benefit.
What mythology can
your brand evoke to
elevate the consumer
experience?
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