To illustrate that great minds think alike, this vignette is uncannily similar to the Volkswagen Fun Theory campaign that ran in Scandinavia. As they emerge at street level, a raucous marching brand and cheerleaders celebrate their small, but meaningful, decision. In a sharable video the Naked campaign created, people who exited a subway platform choose to take the stairs instead of the escalator. Indeed, giving positive feedback for small, incremental progress is a core principle of gamification an increasingly popular approach that applies gaming principles to non-gaming contexts (like weight loss). Yet on average these displays result in a 10 percent reduction in driving speed among motorists for several miles following exposure to the feedback loop. This isn’t new information all you have to do is look at your speedometer to know how fast you’re driving. One common example: Those “dynamic speed displays” that use a radar sensor to flash “Your Speed” when you pass one. The basic premise of such a loop is amazingly simple: Give people information about their actions in real time, and then give them a chance to change those actions so that you push them to improve. A phone app for dieters, a Fitbit that counts your steps, or even more dramatically a public wager on your progress with a platform like DietBet each provides a feedback loop to help with self-regulation. Even a “way to go” from a friend can make a big difference. We also know that it’s a lot easier to succeed when others encourage you. Everyone looks perfect, feels perfect, is perfect.” That’s a tough yardstick for the everyday person to use to measure success. The broader health and wellness category tends to promote aspirational perfection, which to many people, is unapproachable and unrealistic. He observed, “The overall guiding insight for this campaign was that perfection is not inspiring to our core consumer. Accomplishing a series of modest goals is a lot more effective than completely dropping the ball on a larger one.Īidan Kingerlee, Chief Marketing Officer of the PepsiCo Juice Portfolio, confirmed the value of baby steps. That can be catastrophic when the end goal is super ambitious – and perhaps even unattainable. But as we make progress along the way, we have a tendency to instead compare our current status with where we want to end up – and as a result we focus on our shortcomings instead. In the early stages of a self-improvement regimen, we tend to benchmark our progress against our starting point, so we stay relatively optimistic because we’re on a promising trajectory. But it’s one thing to make a plan, and quite another to stick with it. Just do something.Ī person’s efforts to change or maintain his or her actions over time, whether these involve dieting, living on a budget, or training to run a marathon, involve careful planning that psychologists call self-regulation. Naked’s inclusive message gives an assist to those of us who don’t yearn to live at the gym. Those initial steps require a psychological commitment that can be wrenching and painful – once you cross that threshold the rest is merely execution. We all know the longest mile on a journey often is the first one. In one spot, a ripped man hoists two bags of groceries and heads for the elevator – but then he opts to climb the stairs instead as the voiceover intones, “Little choices make a big difference.” Not coincidentally, the brand is also introducing a new Half Naked extension with 50% less sugar to further encourage healthy choices. It celebrates “little” healthy choices and the real people who make them. The message is that every decision you make affects your health and how you feel. The brand’s first-ever TV commercials (created by Los Angeles-based Phenomenon) support its However You Healthy campaign. The perfect is the enemy of the good.Įnter a new effort by Naked Juice (a PepsiCo brand) that launches today. The likely reason: We set idealistic, grandiose and probably unattainable goals rather than more realistic ones we have a decent chance to actually reach. Only 8% of people ever come close to achieving their champagne-fueled goal. About three fourths of us stick to a New Year’s resolution for at least a week – but then things go south really fast. Old habits die hard, and of course we all know that the road is hell is paved with good intentions. But a full-throated embrace of a healthy lifestyle (however you define it) can be daunting.
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