The Marketing Secret Behind Diet Coke

Rory Sutherland tells how Red Bull became the only company in the world competing with Coca-Cola and how Rolls-Royce and Maserati made their cars look cheaper.

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[financian_]

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[fantasticmoments]

True, RR fits better at a luxury airshow... most its target audience never set foot at a car show.

[adpop]

Oldest trick in the book: if you want to sell something overpriced, ask someone to sell the same thing for an even higher price near you.

[LetsTakeWalk]

I always thought medication is bitter is to deter children from eating them, thinking it was candy.

[FionaApplewright]

Studies have shown that people perceive a vacuum to work better if they can hear debris being sucked up, regardless of the price or being shown what is/isn't left behind. That's why it's 2024 and we still have noisy vacuums.

[dh]

My feed shows the yacht show story every day

[sterlingodeaghaidh]

My favorite thing is that it used to be quality was determined by mass manufacturing, as it allowed for consistency between units. However because we have gotten used to mass manufacturing, quality is not determined by if something was made by hand or not in a lot of cases as we tend to attribute mass made things with being cheaply done.

[baddmint]

Designer Clothing brands like Supreme and Gucci are marketed toward the middle class as a status symbol and Diamonds are not rare their wholesale is controlled so it looks that way.

[ldelgg]

Its always the rolls royce and mazeratti example, at least he said “famously” this time

[RockinAfr]

Anothe fun fact: when instant cake mix came on the market, it didn't require eggs. But people were so weirded out by it needing so few ingredients and felt lime it was cheating, and requiring them to add an egg actually struck the perfect balance between convenience and feeling like you're not cheating or lying about having made the cake, so they did not change the recipe and just put "add 1 egg" on the box and it sold a lot better.

[tomislavbelacic]

There is so many crazy advertising tricks that when you dive into that rabbit hole you pull one big ass curtain from your eyes and mind. Fascinating theme indeed

[ValeriePallaoro]

You don’t have to worry about the big stuff ‘that marketing companies don’t want us to know’. We fall for it even when we know. He talks about impulse buying. We know about it and how marketers use tools to encourage it, but we still do it. And even rich people can be tricked, as he say, by it.

[natewalker]

My favorites are that febreze just works it doesn't need the scent but people didn't believe it worked and demanded a scent. Or box cake mixes don't need all the extra stuff it really just needs water but people felt like it wasn't really baking so they added eggs and oil to give the illusion of baking.

[DuskTheViking]

Pills are made to taste bitter so kids wont eat them. That's legit the reason.

[ChipArgyle]

Some drugs are also made to taste unpleasant even until the next day, as aversion therapy, because they're known to be addictive and overconsumption is not a good idea.

[yanwain]

i think rr wanted to seem expensive actually, because people only buy them to show off their wealth. they didn't want to be seen next to cheaper cars, they wanted to target their core buyers.

[MinkieWinkle]

Irony is, because diet coke tastes so bad, I refuse to buy it.

[DrsherifPh.D]

Rory Sutherland (Advertising Executive). YouTube channel, one of the leading minds in advertising by far 👏🏻👏🏻

[soothsayerofthedarkandexis]

Love the man’s vape on his lanyard and he’s prolly the most interesting person I’ve seen on these shorts

[canny_linguist]

This might seem oddly specific but I want to spend the best part of an evening at a hotel bar with this dude, chatting about different marketing techniques and how big business psychologically manipulates consumers in various subtle ways.

Every time I learn a new 'trick' it blows my mind a little bit.