Recalibrating Consumers’ Assumptions

Cynical consumers often expect natural products to be less effective. It’s actually a marketing challenge when your product works well.

April 8, 2020

Zevo’s been called “the best insect killer” and it earned Good Housekeeping’s Seal (“Guests will have no clue that the Zevo device is a bug trap,” the publication says). Its P&G brand manager, Michael Droessler, is understandably proud of the bug-spray and -trap products’ achievements, especially because its team is small compared to other competitors.

But even though Zevo’s ingredients are based on ingredients that are safe for people and pets, Droessler has to battle consumer expectations. Consumers are used to natural products that don’t work as well, so Droessler has had to find ways to communicate that Zevo truly works as well as its competitors. Watch this three-minute video to learn how he and his team navigate this unique challenge.