Is It OK to Leave Out Disclaimers in Pursuit of Viral Buzz?
NeverWet, a silicon based spray-on coating that repels water, mud and other liquids is quite possibly the most revolutionizing product invention of the year.
Check out the NeverWet "hands-on" demo video:
Amazing, right? I thought so too.
According to AdWeek, NeverWet is the 'Most Bafflingly Awesome New-Product Demo of 2013 So Far.' After watching the video demonstrating NeverWet's magical properties, I was in awe. I immediately began thinking about all of the things I was going to spray with NeverWet...shoes, phone, car seats, etc. But, is it too good to be true?
In short: Yes
After reading the reviews, it's clear that the initial video demo doesn't reveal the long list of adverse effects caused by the product. It doesn't mention that it's not intended to be applied to electronic devices or clothing (even though both are used as examples in the video), that it sprays clear but dries to a "flat light haze," or that NeverWet can be rubbed off rather easily. However, YouTube users are coming to the rescue of consumers blinded by NeverWets' magic with reviews like the one featured below.
Clearly the demo didn't tell the whole story. It succeeded in getting good buzz (the YouTube video alone has over 6 million views) but didn't meet expectations when the product got to the hands of consumers.
So here's the dilemma: if NeverWet had been honest about the downsides of their product, it's possible the video would have never gone viral in the first place. On the other hand, by hiding the limitations, many excited customers who decide to try the product will be very disappointed.
What do you think? Is the potential negative backlash when the truth is revealed worth sacrificing the "wow" factor in the disclaimer-free product demo?
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