PiNG! Connecting with Your Consumer - Flipbook - Page 99
PiNG!
CHAPTER 4
INNOVATION THROUGH MYTHMAKING—USHUAIA
Take Consumers
Someplace They’ve
Never Been
Use storytelling to communicate your message. Ushuaia body wash takes its inspiration from an island of the same name at the southernmost tip of Argentina.
The PiNG point of Ushuaia is the exoticism that consumers
associate with such a far-flung destination. The brand successfully uses that exoticism to communicate experiential
benefits that include tropical fragrance and ingredients. Creating a sensorial experience is key in the personal cleansing
category, and Ushuaia leverages the romance of international
travel to help create a unique consumer experience. In this
way, Ushuaia uses destination marketing just as a travel company would, but applies it instead as a usage benefit.
WHAT MYTHOLOGY CAN
YOUR BRAND EVOKE TO
ELEVATE THE CONSUMER
EXPERIENCE?
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