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How Don Draper would pitch lemonade

May 11, 2012 by Kate Franzman

The above tweet, from a parody Don Draper Twitter account, really does sound like something the "real" Don Draper would say.

It's just lemonade. Why would Don, a jaded, cynical Madison Avenue ad guy, even care? It all comes back to emotion. Don, like most of us, has a deeper connection to what lemonade represents. An emotional connection.

"Nostalgia literally means the pain from an old wound. It’s a twinge in your heart far more powerful than memory alone."

We've seen Don give his clients the warm-fuzzies numerous times when pitching a new ad concept. He knows a product is more than the sum of its parts. Women aren’t looking for a new shade of lipstick, they want to feel unique. People aren’t buying an airline ticket, they're buying an adventure.

So how would we present a campaign for lemonade, in true Don Draper style? We'd use visuals (like in our "Lemonade" Pinterest board below) to show why lemonade is more than just a glass of lemony sugar water. It brings us back to our childhood. A time of innocence.

We'd go straight for the heart strings, using visuals depicting bare feet in the grass, family picnics, popsicles, and fireworks at dusk to tap into those nostalgic feelings.

Emotion is a powerful thing. So powerful, in fact, people are willing to pay big bucks for it, especially in our internet-driven world. Don understands that to market effectively means to connect with people.

You can apply this concept when marketing a brand or product: share a new idea, add emotion to the mix, and top it off with passion.

Which ad campaigns stir your emotions? How do they do it?

Mad Men image credits:


2 Responses to "How Don Draper would pitch lemonade"

Cindy Dashnawcdashnaw says:
I love the Google Chrome commercial that shows the computer screen where a dad is sharing images of his baby girl as she grows up and typing messages for her to read in the future (Dear Sophie). It's so touching. Although, to tell the truth, I couldn't recall what product the ad was pushing! (I looked it up.) So emotion is great, but if I associate that feeling with the wrong product, has it done more harm than good?
JUN 01, 2012
Christopher says:
The old Levi's "Go Forth" campaign always used to get me pumped for life. I'm a sucker for poetry already, so the commercial they did with Whitman's "Pioneers, O, Pioneers," and the youthful exuberance in the commercial--I still go back to watch that video when I need a lift.

And it's done so artfully, you could cut the last 5 seconds from it when the Levi's logo splashes across the screen, and I could see it being a short film at a gallery opening in Fountain Square.
MAY 13, 2012

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