I almost didn’t take this job since Amway’s reputation is so negative. And sure enough, that’s exactly what we found in the research. But the Great Society had a vision for the brand that I fell in love with. A hypothesis that we had in our back pockets as we carefully explored the category and carried out extensive interviews and in-home focus groups.
And as we moved through the process, I grew to really respect Amway’s salespeople, who they call Independent Business Operators (IBOs). Because they spoke about their businesses the very same way that I talk about the start-up that my husband and I had begun. Not as a get-rich-quick scheme but as something they are able to build on the side. Something they own. An experience that gives a bigger sense of purpose even if it never brings in the millions. And this is exactly what I would wish for everyone – except not everyone has a husband who knows how to program an iPhone app and not everyone has access to seed money. But with Amway, they could have access to this experience with $65 and a money-back guarantee.
And although it was changed a bit – fine-tuned and enhanced – the agency’s vision turned out to be powerful and true. And the resulting work was the most successful campaign in Amway’s 50 year history.