Еда: выбор жертвы (Александр Дашко) [2010, Документальный, SATRip]

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Pleasant music, the scent of a fresh bread, bright packages
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with a sinking heart,
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we are taking fully stuffed shopping carts to the register
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we never think about
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why we are buying more than we can eat
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and the more so, we have no idea that
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what we are taking from stall boards
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is not our personal choice
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We are but a pawn in somebody else's game
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Marketers' competition for our hearts and wallets
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100% natural juice
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Juice
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Organic Juice
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Vitamin
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Coffee, Water, Pizza ,Spicy Pepper, ...
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The Food - Victim's choice
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It is very similar to the war
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however people are not being killed, but sold
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Because people coming to the store must buy My goods
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and thus I need all experience of myth creativity, religion
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politics
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instigate people to some actions
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I would need some war tricks and manipulations
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It was used by preachers formerly, then politicians
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now it is used in Marketing
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the Food Empire hires the army of highly skilled professionals
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and they know why we are hitting stores every now and then
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what can be special in kefir, apple, sausage?
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this is emotional environment that we sell
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by means of advertisement, slogans telling
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that it is not just a sausage but the house of happiness
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Be this Yappy Alex from Manhattan or party guy from Moscow or a student
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We are selling and somebody buys the emotion
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A family with an average income
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He's a businessman and she's a housekeeper
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Hitting the mall on Sunday is essential part of their lives
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We like to go shopping once a week
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Buy as many as we can
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We have certain route at the store and we know where is what we need located
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buying everything we need
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Vera and Alex trust to the common sense instead of an advertisement
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The packaging doesn't really matter for us
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because it does not always contain high quality product
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When you go shopping being hungry you buy more
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However when my husband goes shopping I give him a list to buy
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The shopping cart is full of food and no redundant purchases
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Vera and Alex are sure that this is their own choice
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It is really hard to guess my preferences and wishes
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10 minutes was quite enough to make them change their minds
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The Marketing specialist has hold the revision of their freezer
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and has proved that the freedom of choice of any customer
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comes to the end when entering store
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Daughter: Let's buy some candies!
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There are good candies 'Korovka'
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The wrapping is made to be tough with intentionally lame quality
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To recall your memories of Soviet Union times childhood
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Dad: Look here. We've bought these pickled cucumbers already. Let's check tomatoes
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Mom: Yep, the same manufacturer.
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1, 2, 3 products of the same brand
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Have you bought it intentionally?
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Mom: Well, we've tasted tomatoes with our friends and we liked tomatoes
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Mom: So we bought them. First we were buying the canned corn.
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Corn, tomatoes, then cucumbers, yeah?
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Dad: Honestly, we've bought them just to taste
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Most likely, You're going to like them
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because it's the brand line
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This is the way our subconsciousness works
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It's enough to make one product popular
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and customer goes for other products of the same brand
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Every product in a refrigerator has its own message
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This sour cream has been picked by the same reason the 'Korovka' candy was
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The 'Soviet Union' design has recalled good memories of childhood
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The mayonnaise is because 20% for free
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The cheese is because the package looks like Greek Feta cheese but costs 2 times less
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Here our heroes have some doubts
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Mom: Some products we bought not because of package, but taste.
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For example the sour cream. It is thick and tasty.
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For how long can you remember the sour cream taste?
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While I'm eating...
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That's right
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You can evaluate the thickness, the taste you'll forget in an hour
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Meaning, if you prefer thick sour cream it should be really bad for you to dislike it
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I got it.
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Until now Very and Alex were quite sure they know enough about marketing
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to not to be cheated with its tricks
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We easily proved that they were wrong showing them examples
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and offered them to continue the experimental research
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We are making a documental movie to show how the people depend on marketing
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even though they tell 'No it doesn't influence on me'
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and we'd like to offer you to participate
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Are you interested?
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Yes. It would be interested as it revealed We are buying foods
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of the same trade brand. We didn't even think about it when buying
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And know we start thinking if it really works. We choose products, but not vice versa.
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The purpose of our experiment is easy enough
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We are going to promote our own product
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and will show you every step of development
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to find out exactly when seller's imaginations turns to customers' dreams
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To make the experiment valid we asked the best russian marketing specialists
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to create the absolutely senseless product and make the regular customers like Vera and Alex wanted to buy it
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The advertisers' task is to make desirable the thing which was considered to be disgusting before
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And the aim of this movie to show you how the Marketing World acts
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The step #1. Create the idea
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Our task is to create the brand that doesn't exist yet.
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and at the same time to prove that human being reasonable may implacably refuse to take it
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by any reason. However they will buy it if we create this brand
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Nicholas Karo - the member of marketing guild. The major is neuro-marketing and branding
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Let's think about typical trash can.
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Igor Broke - the founder of marketing guild. The major is product promotion and strategy marketing
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Watermelon peel, potato peel, herb
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Leonid Feigin - the academician of russian advertisement academy. The major is creativity, brand promotion
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may be good product, the tomato or potato wastes
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Roman Ferainer - the art director of an advertising agency. The major is advertisement
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Let's try the principal of disgust, rejection and absurdity
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to choose what we have listed
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they have created the item customers can't stay indifferent for in 3 hours
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the most difficult is an insect
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bugs is the really hard task
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locust, grasshoppers
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The locust - the vermin insect. Up to 6 cm of length, is edible, widespread all over continents
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The stage #2. To convince the customer
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Now the main task is to persuade people that insects are good to eat
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We discovered what customers think about insects. Marketologists had almost no chance
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No cockroach! I wouldn't eat an insect no way.
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The marketing specialist don't worry about customers' opinion. The harder task the more interesting the actual process
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The vote for the idea. Insects are chosen
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We hope they really understand what they are doing. Cause experiment is valid only if product is bought
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The family members are quite sure that locust will never appear on their table
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No. There are sane limits we can't go beyond psychologically.
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It's interesting to change people mind by means of traditional branding technologies.
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They will not normally eat this and then started eating it.
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How to convince customers that worm icecream or grasshopper paste is not worse than steak or fish?
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Any brand cannot lie! Telling that it is made of cockroach, the product will not be sold
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What to tell instead of the word 'insects' ?
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The experiment success depends on if marketing specialists could find a key to customers' heart
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Laziness, greed, selfishness and fear are the vice that promote products mostly
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Let's convert them into positive kinds.
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The safety, comfort. I suppose that we must position the product to be healthy.
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Polluted air, bad ecology. Everybody thinks how to be safe.
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While marketing specialists going for myth like yoghurt enhances the immunity.
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and sour cereal heals the stomach.
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Scared customer is confused. He's fallen prey.
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What's the main problem of old people? It is the heart!
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And suddenly here is the product that heals your heart! I'm not just a kefir named XXX. Hit the store and you'll find out
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What do sane, adequate people who have old parents do? Of course they will buy!
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What can we do to make customer to buy locust? To be health and make girls to loose redundant weight.
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The stage #3. To create the myth
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Is the product made of insect vegetarian?
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It is dietary! And this will work
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There is no such a product that is used for food and decrease weight. It just doesn't exist
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Neither pineapple nor anything else
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According to the advertisement, 1g of bromeline (main part of a pineapple) dissolves 900g of fat
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However scientists have proven that you cannot loose weight eating pineapple. When in bowels molecules of bromeline are dissolved and don't affect fat
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Nutritionists appeal 'Whatch what you're eating!'. But people watching advertisement more.
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People believe in a miracle. The more the fairy tale is incredible the more they trust.
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The expectation of a miracle is peculiar to human nature. The whole bunch of information and human cannot comprehend.
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The emotions work only. The will of happiness.
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The belief in a miracle is the way to go for marketing specialists.
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The list of advantages of our product is growing
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The up lifting weight, sex duration, living with no air are all advantages of an insect...
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The bad environment condition affects us and the 'chitin' is our shield.
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Have you paid an attention that we automatically rejected the 'cockroach bars' and accepted 'Chitin bars'. That means we are selling 'Chitin' instead of cockroaches
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Eventually we got the word! Marketing specialists recalled the terminology of high school biology course
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May be the chitin will promote our product the best?
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Actually, the chitin is a kind of currency among insects. The whole insect skeleton and joints consist of chitin.
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What if chitin fits human needs? Who can deny running as the spiderman and fly like batman?
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However, there is an issue. Human has no enzyme to digest chitin in its organism.
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But we can leave these details to scientists.
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People don’t check what truth is and what fiction is in shops.
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Fat-free cottage cheese not only can’t help to slim, but it is not even absorbed by the body,
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though millions were earned with products that are containing it.
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Our myth says that chitin slows down aging and activates cells,
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strengthens the immune system and cleans body from toxins.
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And this is only the beginning.
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It’s time to move to the most complicated part –
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make a person to eat not a legend, but a real bug.
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A way to average housewife’s heart starts here –
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in a gourmet restaurant. In food market things are the same as in fashion,
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if you want housewives to eat grasshoppers, let James Bond or Madonna eat grasshopper first.
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Stage 4 – make a trend for a product.
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Everybody is always watching what your neighbor has,
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that is why as soon as something new and interesting appears –
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everyone starts copying it.
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And of course trendsetters exist – chefs,
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suppliers, gourmands, whose opinion is marked oriented to.
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If they said “This is in trend” about something – everyone starts to desire it.
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Does grasshopper have a chance?
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We asked a famous Moscow restaurant’s chef to cook make a meal out of it for our guest.
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Anastasia’s knowledge about gourmet food is not hearsay. Where the freshest scallops or oysters are served?
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Where to go for best gazpacho or right foie gras? – Anastasia answers these questions without any hesitation.
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What people eat is not less important thing for gourmand than what people wear.
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There are some restaurants in Moscow where some meals are the best for years.
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Somewhere there is the tastiest pasta with truffles and I know where it is.
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nd I remember that it is the best one for six years there, no matter where you eat pasta, the best one is in that place.
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It is a hard task to surprise experienced gourmand, let’s see if Glenn can do that.
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I will make two meals for her. This is a very delicate grasshopper in batter on shallot
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onions, salted a little with smooth sauce made of yolk with a touch of coriander and ginger.
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And this is baked grasshoppers under a crispy layer of mango, fresh lime and cucumber with spicy sauce.
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That is gourmet food language. Chefs can talk even about grasshoppers
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in a way that makes you think about it as about piece of art, but not an insect.
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Ok, Nastya, here is my today surprise for you, very fresh and very tasty. Try it.
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Mmm, and what is it? – Grasshoppers. It is eatable grasshoppers. – Oh. *OMFG*
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Even for Anastasia grasshoppers is too much.
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When an insect lays on the plate, it will be a real feat to eat it, even in the trendiest restaurant.
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I don’t know how I will eat it.
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Ok, this is an insect, it is very tasty.
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Look, there is even *something*.
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A trendy restaurant. A chef is standing near your table. And a feeling that you will be first to try it.
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Just in a minute Anastasia is changing her decision and grabs “magic” sticks.
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Now I’m going to taste it.
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They told me to dip it into soy sauce.
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*OMFG-2*
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She makes an effort to stay in top society.
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A person has a base need – to rush up by social ladder, be better than everyone else.
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By eating an insect a person claims “I made a step forward. I am already in trend.
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Yes, it was hard for me to do it, but you are behind me now”
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Mmm, good. Very good.
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I told you, this is delicious. *Dat face*
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So what, do I need a man after this?
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Yeah, they say you do. This is an aphrodisiac.
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Ok, I will definitely have a good night.
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From this moment Anastasia is working on our product, even if she doesn’t know that yet.
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Sushi became a №1 meal once exactly thanks to people like her.
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Now thanks to her efforts a real hunting for insects can start.
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You know, It can become a popular meal in Moscow.
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Because people in Moscow are very spoiled and everything is going to the fact that well-known Italian
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and Asian cuisine can be replace with some new thing like this.
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I would even take my friends here and recommend it to them. No, I would order this and tell them “I will order a super-meal for you!”.
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I would like to see their reaction when this meal is served
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And it will be that way. First, 100 people will make an effort,
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then 1000 more and a trend will become mass popularity.
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It is not an easy task to make millions of people eat insects, but impossible is nothing in marketing.
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It’s like in an old joke: “You don’t love insects? – You are just not able to cook it right!”
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Stage 5 – Develop a taste
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This in not very humane process, but we can’t kill this crap in other way.
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Andrey and Nikolay are food technologists.
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They are inventing tastes of a product that later will be on supermarket shelves.
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Chefs are telling about themselves that they we born with knives in their hands.
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They are cooking since their childhood, but this thing is happening to them for the first time.
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This is how it looks, it is fried. We can’t show it on camera, but it smells like fried sunflower seeds,
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pine seeds and a little smell of meat, because it is kind of a meat product.
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They spent many hours in a row trying to turn a disgusting insect into a desired meal.
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The more complicated task is – the more interesting it becomes.
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But still they can hardly believe that grasshoppers can be sold to millions.
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Grasshoppers’ taste itself doesn’ t look like anything, it is not sour, not sweet , not salty.
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No flavor will be added to it. Keep grinding.
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After long torments a precious formula was found, and not one, but three of them.
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So, let’s take it to the freezer?
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Yeah.
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Deepfreezing. Even a biologist won’t understand where legs, wings and tales are.
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Looks like an average peanut brittle, it won’t scare anyone. But properties are magic.
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Look, salty ones are freezed properly.
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So, let’s try this one.
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*cheers*
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We have a natural grasshopper taste.
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I am glad that we can taste that unusual grasshopper taste. This is what we tried to do.
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But it still doesn’t mean anything. The main question is if consumers will like it.
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There are three different tastes on these plates – salty, spicy and sweet. And these are the first tasters.
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We gathered a focus-group as marketers advised. In a few seconds participants will reach a verdict.
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Today we will introduce you a new product. This product contains a unique ingredient for the first time.
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This ingredient is taken from grasshoppers.
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Liuba, what do you feel?
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Actually, very tasty, especially nuts were a good idea. It can be chewed well. It can be a good beer snack.
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Consumers are voting for salty taste and it means that marketers were right again.
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They said that all supermarkets are full of sweet bars, but there are no bars with salty taste in Russia.
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Food technologists believe in success too.
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I think there will be a chain reaction. Someone will taste it, then tell about it to someone else.
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Of course if they will hear about it in an advertisement, something like “Look, it is a cool bar,
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it is super good for health, it contains vitamins, chitin” then a person will definitely buy and taste it.
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So, our grasshopper bar is ready and it seems that one step is left for marketers’ victory.
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Actually, this is just a beginning. Color, package, advertising, name – if you fail in one thing, other ones won’t work too.
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Especially in case when your product is not something like appetizing donuts, but grinded grasshoppers.
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Average Russian consumer perceives marketing through smell, through color, through package and logo graphics, composition and delivering.
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We know how color, symbol, mark, combinatorics, sound, smell influence people and we know, why.
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How to invent a name that can earn millions? If you try to sell a insect bar – the main goal is not to frighten off a buyer.
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Step 6 – Invent a name
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“Runner” theme is a good idea, you’ll be as strong as a horse, as a stallion.
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Maybe “Fly”? Do insects fly?
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I offer tell something about some chemical ingredients, activate them in some way - chitin, protein and others.
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*Untranslatable stuff*
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5 hours of talks, 5 liters of coffee and marketers celebrate a new victory.
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It will call “Project Z”. It is easy to recognize and remember.
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We need to take away an awful thought about being lied about the product when customer finds out about eating a grasshopper.
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This is a new, mysterious, chitin powered nutrition element called “Z”.
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Talking carts appeared in Japan. First, they scan information about a person, then address directly to him.
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Have you forgotten to buy your favorite juice? Or try our new grasshopper bar that started selling today!
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While Russian carts are silent, you have to speak with your product.
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Stage 7 – Create a package
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Package must be: a) technological, b) good looking and fashionable. It must be a box.
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It looks like a different product in a box. This Is not average and wrinkled bars. This is a tough thing.
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It is necessary to write on a package that it is chitin powered and in the same place we will definitely to say what it is giving to people and why they need it.
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This is your nutrition element.
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No, without “your”. Just “nutrition element”
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Ok, “nutrition element”
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It took one week for designer Alexander Kovalenko to consider all marketers’ needs.
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As a result, he had five different versions instead of one to meet everyone’s needs.
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Version #1 – I integrated some grasshoppers here, they are not very noticeable.
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Here we have some glamour aesthetics, at the same time it is compatible with computer games aesthetics.
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Then we went to the usefulness features and decided to use medicine aesthetics.
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This is a decision that works for medicines. You eat it because it is useful.
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Next version is about eco. We take a cardboard material as a basis and print with screen printing.
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-friendly and clean product and it meet our goals.
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It seems that marketers provided everything. But will buyers want to take exactly our product from shelf?
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This is the main question and we can find an answer in neuromarketing.
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Nicolas will make Vera’s subconscious tell all the truth about our package special for us.
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Vera, we ask you to look at the screen. You see a black dot in the center of red circle, follow it.
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And now you just to have a look at the picture.
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Actually, this is not a computer monitor. This is a complex and loaded with a highly accurate sensors device, that imitates a computer screen.
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Highly accurate equipment scans eye movement. We need just 1.2 seconds to get full marketing analytics of everything that happened to person’s attention.
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Look, she switched to version #1, because it is the warmest and most pleasant one for a view.
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But we wonder what she will choose in the end, because situation is unpredictable. Yes, we have a final result.
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This charts shows that Vera had a longest view of package #2. But in this black-and-white version there was not enough color for her.
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That’s why eye was searching for color on other images. Nikolas is sure that package must be completely brought to mind to work.
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We must take version #2 as a basis, but it must be filled with understandable and obvious color.
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It can be any of bold and “frontal” shades giving a feeling of sun and nature, for example yellow, green, maybe orange or red shades, if you use them carefully.
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Take a look...
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“She says thatn such view as it now it shows “Z” as a new element of nutrition.
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It`s energetic bar made of natural components : Eat me - renew your power! This is written and illustracted here.”
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Packaging is not only your dialog with marketolog, but also your conversation with enviroment:
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I`m eating exactly these products, it means I deserve them and they deserve me.
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Based namely on this myth expensive supermarkets make vast profits.
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- It must be delicious...
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- Yes, it is!
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- How much does it cost?
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- It costs...1100!
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- Is it normal?
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- Well.. maybe..of course, it`s expensive, but from the other hand it might be an amazing pilaf!
329
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And eventially it is for myself.
330
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Conception “expensive” is an artificial. It is cultural defenition, simulation. It is needed to feel better.
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He buys an expensive cheese..Is it good or not? It doesn`t matter. He`ll never know that.
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He doesn`t have tools for that. He has chosen it according to the price. This is marketing.
333
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Price for me somehow is a mark of quality. I guess ss price is more than automatically product is better.
334
00:33:19,000 --> 00:33:22,000
It can`t be just because of a price.
335
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Where are these products from - it doesn`t matter for her. It is bought not only goods, but also status here.
336
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As in a famous advertisement : this is expensive product, but you deserve it! It is ideal expedient for marketing.
337
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It is possible to increase a price in a 3 times, and whatever nobody will check it.
338
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“I don`t check each product, each jar I`m buying - is it real or not.
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I`m melting when I`m starting to see this nice label or beautiful cover or amazing strap - and I want to buy them at once!
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Will our customer want to buy our grasshoper? And how much money will they be eager to pay for an exotic arthropod?
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Stage 8 - To designate a price
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How does clever person calculate? If it costs more, it means it has been made better.
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We know this language. So, maybe it shouldn`t be an extra expensive, but more expensie at least for a coin.
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-I think it costs about 20 rubles
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- Not more than 70 rubles
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- If it is something exotic and it is cheap - to be honest it will be suspected for me.
347
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- If it is absolut panacea, I would pay even 100 rubles.
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New product - bar made of grasshoper, rich in chitin. Nourishing, but light. Not only food, but whole advantage.
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It improves blood circulation and reduces your weight, makes your joints being elastic, teeth - durable and hair - silky.
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And price is only 40 rubles. Do you already want to try it? Wait! You haven`t ever seen an advertisement!
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Appetizing chicken crust, fresh vegetables with drops for dew, sour cream and milk breathing with freshness.
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Food advertisement has its own makeup man who removes defects and make marketable conditions even for sour berries.
353
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Kitchen becomes a chemical laboratory for the term of shootings.
354
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Chiken`s legs dry with a constuction hairdryer, meat is burned by a soldering -iron and remove helium mass from an ice-cream.
355
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Don`t you want to eat anymore? But you want to buy!
356
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When during the record a strawberry falls into a sour cream or some another cream, all salads lubricate with drops of glycerin.
357
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It means beer recors also with glycerin or tea mixed with water.
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Foam in a glass is not a foam. It includes sectret ingredients: for example, some people use “Fairy” for that.
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We have a problem. Regardless of how you decorate a grasshopper, it is still an insect.
360
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And showing it in an advertisement means sign the death warrant. So we should keep secret in our advertisement.
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Stage 9 - To make an advertisement
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And look in our intelligable package, so we can hector, at least in an advertisement.
363
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It is impossible not to believe these moovies - try our bar and you`ll transform.
364
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Your beauty will knocks everybody down, your brain will win even the strongest competitors and your body will make miracles!
365
00:37:15,000 --> 00:37:19,000
But any advertisement even the best one is needed to be tested before airing.
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According to Nicolas Karu the most reliable is to test this using a device which never make mistakes.
367
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An absolute majority of Russian women of age from 30 to 45 while the direct marketing questionary
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if you like to see body of a naked man in an advertisement told categorical no.
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We tested the same people using the special marketing equipment by the fact if they like is or not,
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are they having positive emotions or not when they see handsome man`s body.
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Yes for 83%. It is absolutely majority of positive results - “ I want to see body of a naked man in an advertisement!”
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By dint of the special device we will check which advertisement works the best way.
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Vera will be connected to the and give to try our bar. Then we`ll show advertisement moovies by ourselves.
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- I`ll give you defined range of videos and I`ll watch the reation of your brain. Are you ready?
375
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- Yes, I am.
376
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If the same part of Vera`s brain will be excited while watching videos as while eating bars it means that
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an advertisement woks and Vera is already imaging she is eating our product.
378
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We can define exactly how our brain react on this. How it is valuable for it. How it touches it.
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Neirophysiologist Dmytryi Samsonov has been learning human`s brain for many years.
380
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In order to help marketers to understand how to find their ways to customers` conciousness.
381
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- Which moovie did you like and why?
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- I liked 3rd moovie the most only because it was the funniest one.
383
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Vera thinks she knows what she wants.
384
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But how it predicted marketers indexes of neyrokartograf show an oposit result.
385
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Indeed Vera`s brain reacted to the 2nd moovie much more slow.
386
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So exactly it will cause her desire to buy our bar next time. We know which of our advertisement customer will remember for sure.
387
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Charge yourself!
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Bar “Z” is your nutrition element!
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Informing about your product only is not enough. Our task is to allocate the product
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in shelfs in a supermarket in such way not to loose in among thousands of the other goods.
391
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Step 10 - To find ideal shelf
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Our bar “Z” refers to the category of products with impulsive demand.
393
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So it should be located in such crowded places where product is bought impulsively.
394
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The best place for it is pre-cash zone.
395
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While you`re staying in a line to a cash and you don`t have anything to do, you are contemplating products in these shelfs.
396
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And in 80% cases of 100% throw at least something to your basket.
397
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It is common to dublicate product in order to sell it. Usually it is allocated in several places - not only pre-cash area.
398
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If it is possible you should allocate it in area of accompanying goods, i.e. it can be used with. We`ll dublicate it in an area of healthy food.
399
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Before presentation of our product customers have only a several hours - an experiment is about to be finished.
400
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We`ll see if we convinced supermarket visitors or not very soon... This is he wouldn`t eat even on pain of death, but will pay money for that with pleasure.
401
00:41:35,000 --> 00:41:40,000
How it happened that we have transformed from usual customers to slaves of supermarkets.
402
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Majority of people replaced church visits, going to theatre or museum on Sundays to a supermarket.
403
00:41:46,000 --> 00:41:51,000
Some of us try to resist. Of maybe it only seems to them.
404
00:42:18,000 --> 00:42:26,000
Several seconds and this terrible city will be less terrible. It will appear the first public garden.
405
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This is their respond to supermarkets. After their shopping journalist Borys Akimov and
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programmer Alexander Vasiliev understood - it is hard to say that it`s food in supermarket`s shelfs.
407
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It was the 1st step to business in a village way. Two years ago they launched food shop where they promised cucumbers from a garden bed and milk from a cow.
408
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“We are not trying to say that organic food is village one only.
409
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We don`t stake off a lot who used this chemicals or not. We know this woman - Nina Kozlova.”
410
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This situation in all over the world now. Those who rebels against supermarkets go to the people,
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to real products, to the real expedition where the most honest dialog with client is the same game.
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- Hello!
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00:43:39,000 --> 00:43:40,000
- Hello!
414
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- Eventually I`ve reached you!
415
00:43:41,000 --> 00:43:45,000
- I`ve been tired of waiting you... pass on here....
416
00:43:52,000 --> 00:44:01,000
This is cottage cheese. Please, Sasha, help yourself! - Good!
417
00:44:03,000 --> 00:44:09,000
It is only marketing way to persuade yourself that you are cleverer than your neighbour and eat healthier food.
418
00:44:09,000 --> 00:44:15,000
You need not a cheese and not a healthy food, you need concious that you are modern person, you are successful.
419
00:44:15,000 --> 00:44:18,000
If you `ve been suggested that healthy nutrition is an extra-important.
420
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Than you trust a personality of a grandfather, to a direct delivery from a garden.
421
00:44:23,000 --> 00:44:27,000
The quantity of bacteries in this product which haven`t be checked in sanitar epidemic station you don`t check.
422
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There is no truth. Truth is to take a piece of cheese and brigng it to analysis -
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how much bacteries, how much usefull substances there, can you eat it. This is truth. But who does need it? We need a legend.
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Stage 11 - To sell a product
425
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Our legend is ready. The last stage is an advertisement campaign of a new bar “Z”.
426
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The result of the whole experiment will depend on it. Are customers ready to try something that causes grimace of disgust yesterday.
427
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Who will win - marketers or common sence. All bets have been made.
428
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This if unique possibility to try a new bar today. You `ll never have it anymore.
429
00:45:11,000 --> 00:45:17,000
Trying it you`ll charge your energy. It is a new product. It hasn`t been such product yet. It is unique.
430
00:45:17,000 --> 00:45:20,000
How do you taste it?
431
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- Peanuts..
432
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- Peanuts, salt, gelatin and grasshopper.
433
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Only one month ago customers were afraid only of a one word - grasshopper,
434
00:45:32,000 --> 00:45:40,000
but today during only 1 hour of our campaign we gave out 200 bars no hidding that the main component is insect.
435
00:45:40,000 --> 00:45:45,000
And it didn`t make anybody afraid. Moreover customers readily believed that
436
00:45:45,000 --> 00:45:50,000
there is hidden wonderful power under the white package with children`s drawings.
437
00:46:00,000 --> 00:46:11,000
Vera tried our bar reluctantly even during experiments. Alexander claimed he would never do this. They leave in supermarket for the end of the day.
438
00:46:11,000 --> 00:46:18,000
- How do you taste them? This is for you. Take it with you...And now we want memory photo with you.
439
00:46:18,000 --> 00:46:25,000
Family photo in our stand. Now you won the 1st place, because you`d tried our bar.
440
00:46:25,000 --> 00:46:31,000
We remind you that only 1 month ago they claimed no one power can make them change their mind.
441
00:46:32,000 --> 00:46:35,000
“- No...
442
00:46:35,000 --> 00:46:38,000
- This is not that varient.
443
00:46:38,000 --> 00:46:42,000
- There are just some limits, right? which you`ll never go beyond anyway.”
444
00:46:43,000 --> 00:46:45,000
What has been changed now?
445
00:46:46,000 --> 00:46:51,000
“- I liked it so much! I don`t afraid of grasshopper anymore!
446
00:46:51,000 --> 00:46:53,000
- This is certainly really interesting.
447
00:46:53,000 --> 00:47:02,000
- Especially this bar with salty peanuts and nice supplement.
448
00:47:02,000 --> 00:47:08,000
- Maybe because this place is shop of provisions. It cause feeling a big customer trust.
449
00:47:08,000 --> 00:47:12,000
If they allow to conduct campaign in a shop, everything must be okey.
450
00:47:12,000 --> 00:47:15,000
- Advertisement works. I`ve tried even here.”
451
00:47:16,000 --> 00:47:21,000
This has built the whole empire. In reality only a few people want to decide by theirselves what to buy.
452
00:47:21,000 --> 00:47:29,000
It is faster and more convinient to buy something that has been already chosen for you and don`t think any time - do you really need it or no?
453
00:47:30,000 --> 00:47:34,000
Once when a girl has heard this, she was about to spit it out.
454
00:47:34,000 --> 00:47:40,000
I said: “Well, do you like it?” She answered: “Yes...It`s delicious.” And then she ate, she swallowed it .
455
00:47:40,000 --> 00:47:45,000
Once a man ate 2 spoons. He told he has eaten everything - frogs, snails...but has never tried grasshopper.
456
00:47:45,000 --> 00:47:49,000
I guess, a half of people even won`t read what is consist.
457
00:47:49,000 --> 00:47:53,000
It attracts your view.
458
00:47:54,000 --> 00:48:00,000
Now then our experiment has been finished. It is impossible to resist.
459
00:48:00,000 --> 00:48:07,000
The fooliest and senceless product marketers sold. They are eager to transform it into a dream in two twos.
460
00:48:07,000 --> 00:48:09,000
- Leave it for me a little.
461
00:48:10,000 --> 00:48:15,000
Grasshopper under wraps or vegetable cleanings - it doesn`t matter.
462
00:48:15,000 --> 00:48:21,000
Because you buy not a product, but emotion. It means that everything can be sold.
463
00:48:26,000 --> 00:48:29,000
“You buy this one, because you know this costs this.
464
00:48:29,000 --> 00:48:33,000
You buy this one, because you`re ready to spend an extra money for dellight.
465
00:48:33,000 --> 00:48:38,000
You get this one, because nobody except you can allow it for yourself.
466
00:48:38,000 --> 00:48:45,000
You buy this one, because this is a dream and dream costs money.