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When to use product claims in advertising

Caroline Hawkings Managing Director 23 October 2019

Product claims are used by many brands in their comms activities, but it’s important to choose the right kind of claim in the right context

It’s vital that any claims made can be backed up with real data or research evidence."

There are six types of product claims which can be utilised by brands:

1. Competitor preference: 8 out of 10 people prefer brand x over brand y

2. Competitor comparison: our brand is 33% cheaper than…

3. Market leader: the world’s favourite…

4. Pro-product: 90% of our customers would recommend it

5. Scale: over 5 million subscribers

6. Technical: our product lasts 45% longer

But it’s not always clear which one is right for your advertising campaign or sales activity — and it’s vital that any claims made can be backed up with real data or research evidence.

What’s more, research shows that there can be up to a 16 point difference in purchase intent for a product depending on the type of claim used. This is true even when the visual and creative for the campaign remain completely the same.

Other factors brands should consider to get the most out of this type of research are: sample sizes (they don’t need to be as big as you might think), whether PR coverage could be an additional way of getting the most out of the research, and the audience you would like to take part in the study e.g. coffee lovers, cyclists, parents — a group relevant and relatable for your target audience.

Read Claims Research: Using product claims in advertising and sales activity for our full recommendations and guidelines as well as real-life examples of the most successful (and unsuccessful) uses of product claims.