PiNG! Connecting with Your Consumer - Flipbook - Page 148
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
APDO and the Unmistakable Scent of Certainty
It is about much more than effectiveness.
Functionality +
A Touch of Beauty =
Confidence
The key benefit in APDO is social confidence. The differences come in how brands build this confidence
through benefits, packaging and ingredients. Certain
deodorants are efficacy-based, others offer superior
performance, and still others are purely fragrancebased. For example, Sure is about functionality: it kills
odor and protects against sweat. On the other hand,
Secret is about overall protection and fragrance. All
consumers want their deodorants to work, but they
expect much more than basic effectiveness. APDO has
expanded its benefit spectrum to meet those extended
demands; other categories must do the same thing.
How do you emphasize
effectiveness without
minimizing experience?
148
149
