04 December 2024
Ever heard of brands trying to be less attractive on purpose? Well, some tourist spots are doing just that this summer. Take the Canary Islands, for example. Locals there are pushing for tourist quotas because they feel like mass tourism is getting out of hand. Venice is charging tourists an entry fee, and Lauterbrunnen in the Bernese Oberland is thinking about following suit.
But this whole “demarketing” thing isn’t new. Sometimes it’s been necessary—like those gross health warnings on cigarette packs. Other times, it’s been a deliberate move. Let’s dive in.
Making ugly fruits and vegetables acceptable
Now, demarketing can be a bit of a tightrope walk. Take those “ugly” or “imperfect” produce campaigns several grocery stores – like Intermarché – have launched to combat food waste. While some of these campaigns have successfully increased sales and consumer acceptance, their overall effectiveness has been mixed – many consumers still avoid buying unattractive produce due to negative perceptions about quality and taste. It just goes to show that if not done right, demarketing can backfire.
In a marketing playground full of aggressive marketing tactics, demarketing might seem a bit odd. But it can be a powerful tool to promote bigger causes, spark conversations – and just stand out from the competition. When done right, it can even turn potential weaknesses into unique selling points, creating buzz and building brand loyalty.
Want ideas about making your brand less attractive? Then give us a call (and we’ll also figure out how to pitch them to your CMO).
Text credits: ARD / agi
Images credits: Burger King / Intermarché
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