What if the best way to attract attention is to make people work just a little harder?

A few weeks ago, I wrote about Volkswagen’s legendary 1959 Think Small advertisement.

It stood out because it broke every convention of the day. Instead of filling the page with a glamorous car, VW left almost all of it empty. The tiny Beetle became impossible to ignore precisely because everything around it was so blank.

Now Modelo has taken that same psychological principle to the streets of Mexico City.

To launch Modelito, a new 210 ml bottle, the brand rented the city’s largest billboard … then placed an almost (relatively) microscopic image of the bottle in the middle of it beside text in Spanish meaning, “Great taste in a small size.”

Most people couldn’t even tell what they were looking at.

So they stopped.

They zoomed in with their phones.

The campaign even included branded binoculars mounted nearby, inviting curious pedestrians to discover the tiny bottle for themselves.

That’s the clever part.

The campaign makes you pause to experience its smallness.

The medium becomes part of the message, and you think about it. And remember.

Great marketing often works this way. Rather than telling people what makes a product different, it creates an experience that lets them discover the difference themselves.

That extra moment of curiosity is often worth far more than another headline.

If you’d like help creating and marketing products people feel compelled to buy, the product marketing consultants at Graphos Product can help.