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People Don't Buy What Sanex Does, They Buy Why They Do It (to ward off ancient ghouls).

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Clare Jones By Clare Jones

In the world of marketing, there are certain brands that truly understand the power of the "why." One such brand is Sanex. Now, you might be scratching your head and asking, "Why on earth would anyone care about why Sanex makes deodorant?" Well, my friend, the answer lies in the not-so-insignificant fact that Sanex makes deodorant to ward off ancient Ghouls. Yes, you heard me right, Ghouls. Those terrifying creatures of the night that haunt our deepest fears and smell like a combination of rotten eggs and gym socks.

Now, you might be thinking, "This guy is clearly off his rocker, Ghouls don't exist!" And you would be half right. Ghouls may not exist in the earthly realm, but in the marketing realm, they are very much real. They represent our deepest insecurities, the things that keep us up at night. And Sanex, bless their souls, has tapped into this primal fear and created a deodorant brand that promises to keep those Ghouls at bay.

But why Ghouls, you ask? Why not zombies or vampires or even ghosts? Well, my dear reader, it's all about market research. Sanex knows that Ghouls are the creatures that strike the most fear into the hearts of consumers. They conducted extensive surveys, focus groups, and even consulted with monster experts (yes, that's a real thing) to determine which creature would have the greatest impact on their target audience. And the results were unanimous – Ghouls were the way to go.

Now, you might be wondering how Sanex's deodorant actually wards off Ghouls. Is it a magical potion? A secret formula? Nope, it's just good ol' fashioned deodorant. But here's the catch – Ghouls hate the fresh scent of Sanex deodorant. It's their kryptonite, their Achilles' heel, their sworn enemy. So, by slapping on some Sanex deodorant, you're essentially creating a force field of freshness that repels those dreaded Ghouls.

And here's where the magic of marketing comes in. Sanex doesn't just sell deodorant, they sell peace of mind. They sell the assurance that you can go about your day, confident in the knowledge that you are protected from the supernatural beings that go bump in the night. And let's face it, in a world that's filled with uncertainty, a little dose of supernatural protection is not such a bad thing.

So, the next time you're crafting a marketing campaign, remember Sanex and their battle against the Ghouls. Don't just sell a product, sell a why. Connect with your audience on a deeper level, tap into their fears and aspirations, and give them a reason to believe in your brand. Because at the end of the day, it's not what you do that matters, it's why you do it. And if that reason happens to involve ancient Ghouls, well, all the better.

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