The Halo Effect
Nailing your next product launch with this credibility sandwich.
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The Halo Effect
I’m moving from Chicago to NYC soon. And you know what that means - outrageous rent and new furniture shopping. I started with the classic IKEA bed frame, I’ve used it before so I know it’s good enough.
Before I know it, though, my entire apartment is filled with all things IKEA. Not that I’ve tried it all before. Honestly nothing beyond the bed frame. But apparently, that experience was enough. And it made me wonder why?
The answer - the halo effect. It’s a phenomenon where a positive perception of one aspect of a brand extends to other aspects, or products, of that same brand.
And for the folks that have asked me about how to approach a new product, potentially in a new market, for their brand, this might be just the answer.
The Jaquar 3-Step Template
Jaquar is a leading bathroom and lighting company, based in India, and it’s now present in more than 55 countries. Their marketing has always stood out to me, but it was this one ad in particular that announced the launch of their lighting arm that stayed with me:
Since the video is in Hindi, I’ll be explaining the key moments below. And It all comes down to these 3 steps:
1/ The Quality Reminder
The ad starts not by talking about Jaquar, how they’ve been industry leaders in the bathroom space for years, or why you should trust them.
Instead, it starts by painting an almost comedic picture of their bathroom functionality in a random setting:
The ad empathizes with the audience as to why Jaquar would be putting out bathroom fittings in an outdoor setting like that, all while subtly reminding the audience who they are and what they are known for.
The quality image sets the basis for the halo effect, and the comedic visual makes it memorable.
2/ The Immediate Introduction
Setting the confusion aside, the Jaquar employee in the ad says, “Brother, we’re putting on Jaquar lights.”
And the confusing image above is immediately replaced by the product launch:
Same setting. Same brand. Same reputation. Just a new product.
3/ The Closing Call
“The largest bath brand in the country, now also brings you the magic of light.”
This is where you put in the numbers, your biggest flex.
What I love about this ad - no customer benefits, no product value props, a pure credibility-based ad that still hits. This is the halo effect at its best.
To me:
The Halo Effect = Credibility Reminder + Immediate Contrast + The Close
AKA, “The credibility sandwich”
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See you next Thursday,
Abhishek “Sandwich Lover” Shah & The Crew