One of the basic rules of positioning is this: if your audience doesn't understand your offer then compare it to something that they do understand. Thus automobiles were first called horseless-carriages.
And hence this effort to position bars of shampoo as "The Dissolving Bottle".
The concept has earned a lot of headlines. And as the idea was developed by an office of the BBDO ad agency, the idea, the campaign and videos likely cost a lot of money. But it begs a terribly embarrassing question: are we really this stupid? I mean, I get the idea of a bar of soap. The idea of bar of quality shampoo is hardly a leap. And leave out the artificial colors and corny headlines, please.
Website: The Dissolving Bottle
Related Article: Why The Next Big Haircare Brand Might Be Selling Showerheads, Not Shampoos
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