Supersize the Benefit

The Playbook

Isolate the single benefit the product is genuinely bought for, then build the whole piece at ten times its true scale — in size, duration, quantity, consequence or devotion — until one plain claim becomes an image the audience can redraw from memory.

The Outcome

From a shopper who files the claim as category noise, having heard it from four brands this month, to someone carrying one impossible picture and one flat sentence they repeat as their own opinion.