Recession messages

While reading Fuel Lines, a blog for ad agencies, I came across some of these recession messages that I were right on target. They show how the company has adjusted their message of being less about luxury and more about value. You can take some cues from these companies.

RMR & Associates provides this list of brands that creatively changed their messaging to reflect the new customer mindset and counter a recession:

• A-1 Steak Sauce’s message that “A-1 Steak Sauce isn’t just for sirloin anymore.” Indeed, its ability to enhance flavor applied equally to hamburger.
• Dow, maker of Ziploc food bags, shifted funds from Glass Plus cleaner to help introduce a new line of Ziploc freezer bags that protect the freshness of leftovers.
• Quaker Oats capitalized on two successful recession messages. First it reversed a long-term decline in sales by increasing spending for the message that its grain products are inexpensive sources of protein. Then it stressed value as actor Wilfred Brimley promised, “A bowl costs you one nickel and four pennies.” That message worked so well that Quaker allotted half its budget to it. Result? Powerful sales.
• Lipton successfully promoted its Cup-a-Soup line as not only conventional but inexpensive.
• Wendy’s met the recession with a head-on message: “Look, I know you have less to spend these days, but that doesn’t mean you have to eat less.”
• Ikea had a similar idea: “What recession? Sure the country’s going through a recession. That doesn’t mean you have to.” It worked.