• #151: Anacin – Unique Selling Proposition or Feelings?

  • May 1 2024
  • Length: 16 mins
  • Podcast
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#151: Anacin – Unique Selling Proposition or Feelings?

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  • The marketing for Anacin was brilliant and studied. Creating emotion around how you make others feel was a master class of messaging. Dave Young: Welcome to The Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor which is, well it's us. But we're highlighting ads we've written and produced for our clients, so here's one of those. [Colair Cooling & Heating Ad] Dave Young: Welcome back to The Empire Builders Podcast. Dave Young here, along with Stephen Semple. I really don't have much for the topic that Stephen just whispered into my ear other than I know the brand name. Stephen Semple: Yeah. Dave Young: It's pain relief and it's Anacin. Stephen Semple: Anacin. Dave Young: Anacin. I'm trying to remember, there's one of those brands, it was either Anacin, or Beyer, or Excedrin, that combined a little Aspirin with a little caffeine maybe, or something like that, but I don't know if this is the one. Stephen Semple: You're actually really, as usual, David, very, very close. Pretty much on the money. Dave Young: All right. Okay. Stephen Semple: The first commercial painkiller created was Aspirin. That was created in 1897 by a German chemist and the product was branded Bayer, with Bayer being- Dave Young: Okay. Stephen Semple: If you remember on it, Bayer was done as a cross. It was Bayer, Bayer. It was Bayer left to right, Bayer vertical, the Ys meeting in the middle and it formed this little- Dave Young: Like the Red Cross. Stephen Semple: Yeah. Dave Young: All of that, yeah. Stephen Semple: Yeah. Now it first false started. In 1897, it was a powder, and it was in 1914 where it changed to a table and had that branding on it. Bayer was marketed by promoting the product to doctors who then told patients. Dave Young: Okay. Stephen Semple: It was all about inform the doctor, the doctor would inform patients. Anacin changed the rules and changed the rules for marketing of medicinal products forever because they came into the market and decided to advertise to the patient who would then go to the pharmacist and demand it. Dave Young: Okay. Stephen Semple: Up until this point, everything was marketed to the doctor, to the doctor, to the doctor, to the doctor. Instead, Anacin was the first to come along and say, "No, we're going to go direct to the consumer." We're going to market to the patient, and the patient is going to walk up to the pharmacist and say, 'Hey, I want some Anacin. Dave Young: Yeah. Stephen Semple: If that happens enough, guess what's going to happen? The pharmacist is going to carry Anacin. Dave Young: Yeah. It's like the Wrigley Spearmint Gum story all over again. Stephen Semple: Wrigley Spearmint Gum story, but done in the medical space. Again, it's one of these things where, for so long, you could sit there and go, "Yeah, but that works for gum, yeah that works for this, that works for parcel services, that works for all this other stuff," but all of a sudden it's like, "But medicine is different." Medicine is not different. We're seeing it today. How many drugs do we see being advertised today, where it's advertised direct to the consumer or it's, "Ask your doctor. Talk to your doctor about this." Because what they know is if you walk into the doctor's office asking about it, the doctor will then make sure they know about it and likely prescribe it. Anacin started advertising in the 1940s on the radio. Dave Young: Okay. Stephen Semple: Here's what the spot claimed. That, "Anacin is like a doctor's prescription, not just one but a combination of several medically active ingredien...
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