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By Adam Furness, MD APAC at impact.com
Growing up, one of the most memorable ads of the 80s was Victor Kiam’s iconic line, “I liked the shaver so much I bought the company,” for Remington Shavers.
Despite its low production values and corny charm, this advertisement became a global sensation, not least as Victor Kiam recorded each commercial in the native language of the audience.
One of the main reasons it resonated with its audience is because the line was not only memorable, it was also true: Kiam’s wife famously bought him an electric shaver, and he went on to buy the entire company.
This is an extreme example of the power of a personal recommendation, but Kiam’s genuine endorsement catapulted the brand into the spotlight. And it highlights the impact of authentic recommendations from satisfied customers; a strategy that marketers have long recognised as the ultimate marketing tool.
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