I mean matches, literally. For some reason I looked closely at our box of diamond kitchen matches today. It illustrates a fine lesson in marketing what I consider an inherently "low involvement" product (though these rave video reviews suggest otherwise).
What struck me is how many marketers emphasize "new" with products that have demonstrated limited innovation. As you can in the upper right corner of the matchbox photo, these matches sport a "NEW LOOK!" followed by reassurance that it is the "Same Great Product." Phew. (And would it be bad taste to say the new look (??) for these fine matches is very hot?).
Which reminds me - how many times has P&G's Tide detergent touted that it's "new and improved"? (click for funny spoof on Tide's marketing). And why do we equate "new" with better?
Back to marketing matches. By reading the box that I managed to never read until now, I also learned the many benefits of my diamond brand kitchen matches. They are fueled by the diamond ignition system. They are made from the highest quality Aspen wood. And diamond is the perfect match for all my fire-starting needs. Sorry, no testimonials from pyromaniacs.
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