Storytelling is a powerful tool for brands. But how do you create a narrative that resonates with your audience, right? Here are 2 brands that used/misused Problem-Agitate-Solution (PAS) model and see what happened! #brandstorytelling

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HAVE YOU TRIED
THE 'PROBLEM-
AGITATE-
SOLUTION'
MODEL?
PAS model is one of the most powerful
storytelling tools that is used by copywriters
and brand communicators.

2. HUL, the Indian subsidiary of Unilever, in
its "Daag Ache Hain" campaign
identified the problem of social stigmas
around dirt and stains on clothes.
They agitated the problem by showing
how these stigmas can limit
opportunities for people, especially
women.
Then they offered a solution by
showcasing their detergent brand, Surf
Excel, as a way to remove these stains
and break down these stigmas.
When done well...
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3. HUL's campaign was a hit among the
target audiences across India and built
a 'human connect' for its product.
When done well...
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4. Pepsi Japan missed the PAS completely
when it launched its "Pepsi Special"
campaign.
They identified the problem of people
feeling guilty about drinking soda.
They agitated the problem by showing
how soda can be unhealthy.
But instead of offering a solution, they
introduced a new product named
"Pepsi Special" which claimed to have
digestive benefits!
When not done well...
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5. Pepsi Japan was widely criticized for
making false health claims and it
ultimately backfired on the brand.
When not done well...
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6. Effective brand storytelling can be a
game-changer.
I love the PAS model and have seen
how it brings a powerful brand story
for its audience.
However, it's crucial to use this model
thoughtfully, with cultural sensitivity
and a clear understanding of the
audience's needs.
The PAS Model
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7. For copywriters and brands, the power
of this model lies in its ability to create
clear stories that hit bullseye with the
target audience.
Especially important in today's fast-
paced digital world, where attention
spans are short and competition for
attention is fierce.
The PAS Model
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