A fascinating problem : cut out these 13 pieces and arrange them to form the six letters of the word "Bovril"... / Bovril Ltd.
The pattern
This still is filed under Manifesto positioning.
Define
A public declaration of how the world should work, with the brand standing inside that world.
Mechanism
Worldview first. Customers who share the frame arrive pre-sold. The product is an example of the stance.
Verdict
We have a real stance and a category that rewards a tribe, not a feature list.
Why it works
It uses gamification to secure deep engagement. The user spends significant time focusing on the brand name, and the requirement to mail in for the solution helps build a mailing list.
Steal this when
You want to drive extreme brand engagement and capture addresses by offering a brain-teaser that requires reaching out for the answer.
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