Exactly.
The marketing hot-shots collecting the data were critical of the campaign but surprised by the outcome.
Is the “it’s not magic” part important?
Even more important than “fat mobilization”?
Depends on the perspective of the viewer IMO. If you’re advertising to the members of this community, I’d say it’s important because most here already know that even steroids are not magic; so advertising a ‘magic pill’ isn’t going to land well here.
If you’re advertising to ‘normal’ people looking to get in better shape (as opposed to members here who’ve dedicated enormous chunks of our lives to being in shape), I’d say leave the “its not magic” part out entirely. Most pedestrians just want a magic pill (I believe most ‘First Steroid Cycle’ posters in #pharma confirm this as well).
But I’m a weirdo who does nothing with advertising and could count on one hand the number of times i was brought to purchase via advertisement.
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Again, I’m NOT asking for marketing advice.
I’m asking for your personal feeling toward these statements.
I’d be more inclined to learn about it because of the unusual terminology of ‘fat mobilization’ and less likely to write it off because the up-front claim that “it’s not magic”. So in my opinion, it matters just as much - if not more. This is mostly because I’m fairly well read about the subject and therefore likely to write off anything that gives off ‘magic pill’ vibes.
To me, “Burns the fat, keeps the muscle” is easily dismissable because there’s a hundred other products claiming the same thing. If it wasn’t made by Biotest, it would have no positive impact.
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“Burns the fat, keeps the muscle”
Not gonna lie, it kinda makes me want to buy it because I’m cutting right now. It also makes me wonder what it’s made out of.
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Then why not simplify it to this?
THE FAT MOBILIZER
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Because I’m terrible at marketing stuff 
That works well for me but it still relies heavily on me trusting Biotest and their products. Still, the term would pique my interest.
We chose “Burns the Fat, Keeps the Muscle” because we thought it was the most accurate description of the effects. In other words, if you’re trying to lose fat – and you care about not losing muscle in the process – this product will help you achieve that goal.
Our target psychographic knows we didn’t say “Burns the Fat, Keeps the Muscle - No Matter What You Eat or Do.” And the broader market doesn’t care and just wants to lose unqualified “weight.”
Like the broader market wants a non-drowsy allergy medicine (Alegra). But more informed body-conscious buyers know that Alegra is an H1 blocker linked to fat gain. We want the allergy medicine that won’t make us fat. And if one existed with that claim, none of us would believe “no matter what we eat or do.”
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(You’re giving excellent feedback.)
Isn’t trust always involved in a purchase?
For example, I don’t think any of us really worries about getting fake gas when filling up. That’s implicit trust. Supplements are different and should involve a conscious decision.
So, the real lesson from you is, Biotest needs to establish the company’s credibility in ads as well as the product “pitch.”
So do I have that right?
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The pitch for people like me is an incredibly difficult sell, but I would agree with this statement.
I would say FAT BURNER or something. I think burner would catch my eye more than mobilizer.
EDIT: @Tim_Patterson - just editing my post so I can keep this request in this thread.
Q: Maybe I’m just missing it, but how do we PM @Jared_Maggard? I was under the impression that was no longer an option offered by the forum.
P.S. And oh yeah, thanks for the free bottle! That’s awesome of you guys.
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I’d say the ad drew me in, but that’s probably bc I’ve been struggling with body image and part of me wishes there’s a magic pill that can get the extra fluff off
Achieving your body goals is a process. Fall in love with the proper process and make it a lifestyle.
Eat, train, and supplement not for where you are now but for where you want to be – relax, enjoy the experience – and allow your body to catch up.
It’s more complex than I’ve stated, but I believe this is the winning mindset.
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I had a mostly negative response to the ad:
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to me, the tagline is cliche. It seems every-other supplement makes the same claim, and I distrust them, so this tag places the product solidly in the middle of the pack. Nothing about the tagline made the product stand apart from competitors that I already distrust.
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the overtly sexual photo is an inherent turn off for me. Even if the product is solid, nearly nude models on packaging set off my “crap product” alarm of yet another sheister company masking an ineffective product with an exterior known to excite. My consumer reasoning says if the stuff inside is solid, the company wouldn’t need to stoop to sexualized packaging for attention. Sex sells for the status quo, so the photo gives me the impression of this being another run-of-the-mill supplement that’ll likely deliver subpar results.
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like some other people said, I found the imagery confusing - is this specifically for women, hence a pic of a lean female midriff? Is it for men, because the tagline addresses many guys’ workout goals? If it’s for both, why the woman on the front?
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the one strong point is, as others have said, the Biotest name. Your reputation as a supplement company is strong, and that would give me pause to consider the product. However, the rest of the packaging would likely make me pass it by without looking any closer.
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Thank you for the great lengthy feedback.
You’re right; every fat-burner claims to burn fat (pretty obvious).
But I’m curious, could you show me another fat-burner that claims Keep the Muscle in an ad?
That’s our only unique claim.
We’re honored by your sentiments toward Biotest. We owe it to you (and our trusting customers) to never let you down.
Can you tell me what made you feel this way about us?
Artsy suggestive imagery and sexuality – it’s risky – especially in 2022.
That’s one of the things we wanted to test.
Why a woman only?
We wanted to test that too.
If we would’ve used a male, would you have asked, “Is this a male-only product?”
Thanks again for your great feedback. We love constructive criticism.
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My pleasure. Similarly, thank you for providing lots of quality training content and a forum for this excellent online community.
I don’t have a specific example of a fat-burner immediately available to cite. My impressions are bird’s eye view; nearly 30 years’ of training and reading about it has formed strong impressions in my mind about training supplement claims.
Thank you. Your attitude seems indicative of the company attitude as a whole, and it’s one reason I trust Biotest more than many other supplement makers. I also trust the company because of what I think of as “local celebrity endorsements.” I first joined the forums shortly before the Velocity Diet challenge. I’d check each week to read and see people’s progress, and the results spoke for themselves. Similarly, various people on the forums who have no financial stake in the company and whose opinions I respect vouch for the products.
Probably, yeah, although that’s not why I dislike such photos. My opinion is based on the Bible’s instruction to not look lustfully at women. Plus, sexy packaging has been done to death. I’m bored of it and would like to see some originality.
Good question. If a man’s body were the pic, I probably would’ve assumed men are the target demographic.
You’re welcome for the response. I appreciate you asking for feedback from us.
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I personally agree with your points. Thanks for sharing them.
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