CTV Interview: Selling when Features and Benefits is No Longer Enough

By evoke
June 23, 2015

Watch Blueprint’s latest CTV News segment from Sunday, June 21.

Angel Soft, a bathroom tissue company, recently launched a controversial campaign that features grown up children celebrating their single mothers on Father’s Day. Blueprint partner and co-author of Why Should I Choose You?, Ian Chamandy, sits down with CTV News to discuss the brilliance of this advertisement on Sunday, June 21.

Bathroom tissue products have historically been promoted with features and benefits, with companies touting their products as the softest, most cost effective or with the highest ply count. Blueprint believes that product features and benefits are no longer enough to win clients over and instead, companies must focus their efforts on establishing an emotional connection through shared principles and values. In this case, the emotional connection through celebrating single mothers is a clear message about what Angel Soft stands for; ultimately, female customers will purchase their products because of the empathy it shows for them and not in the features of their bathroom tissues.

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