Ultra Testimonial Ad

Ultra, the pioneer in tabletop grinders, was facing competition from look-alike products in the market. This ad positions the product as a cut above. Research showed that customers who had bought the Ultra Tabletop Grinder were very happy with it, and had used it for many years without any problems. They had recommended it to friends. Their testimonials are presented in this ad and are backed by the claims of product superiority in the copy.

The ad invites the consumer to be part of the exclusive circle of satisfied Ultra customers. The women in the ad endorse the Ultra with strong, positive statements: "Idlis and dosas for twenty-five? No problem. My Ultra grinds the batter in a jiffy!" "I didn't believe that a wet grinder could be almost soundless... till I saw the Ultra in action!" " Twelve of my friends have bought an Ultra after seeing mine in action!" "My Ultra is 9 years old and still looks and works as good as new." " My Ultra's sleek good looks are a compliment to my kitchen!" The testimonials were also part of the television commercial. Later the manufacturer introduced a Five Year Guarantee to demonstrate its own confidence in the product's performance. The commercial closed with the assurance of the Five Year Guarantee, which was unmatched by other manufacturers.