Bellroy is an every day carry brand that had a solution for a slim wallet that can hold the same mount of cards and cash as your fat wallet. But the problem with this solution was that most people don’t realize that having a fat wallet is a problem. Bellroy had to not only show that they had the solution to a problem, but they had to make the customer realize they had a problem in the first place. What they did is start a campaign called slim your wallet. You would go to the website and see side by side how think a normal wallet got as you added cards and how slim the Bellroy wallet stays. This made people realize how bulky their wallet was. They had another ad where there are three people sitting on the bench and they’re all leaned over because of the bulges in their back pockets. It isn’t enough to simply have a solution to a problem. Especially if the market is so used to the problem that they no longer realize it’s a problem.
In order to sell something, you need to make people realize that the problem is effecting them.