Episode 108 Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers

MichaelAaron Flicker and Richard Shotton analyze Procell’s award-winning B2B campaign that reframed the “cheap battery” decision by highlighting the hidden labor cost of replacing them. Using humor and behavioral science, the campaign shifted procurement thinking from purchase price to true cost.

Episode Highlights

00:36 - 02:45

Procell’s B2B campaign identifies that the true cost of batteries includes hidden labor expenses. By personifying the battery changer, they reframe value from unit price to long-term savings.

07:28 - 10:48

Psychological studies on ground beef show that framing products as 75% lean is more appealing than 25% fat. Marketers can leverage this power of reframing to change how customers perceive value.

12:10 - 24:32

A study at UT Austin reveals that labeling products as sold out rather than out of stock reduces customer irritation. Highlighting popularity through social proof improves brand perception.