DoubleTree Hotels: Where Little Things Make a Big Difference

by Stan Phelps

in purple goldfish project

Your Product is now Your Marketing

DoubleTree has a new commercial showcasing their signature purple goldfish:

Good Day Sunshine . . . with a warm chocolate chip cookie

The commercial according to DoubleTree, “illustrates the simultaneous experience of travel with the little things our hotel team members do every day to create a rewarding experience for our hotel guests.

chocolate chip cookie lagniappe

DoubleTree offers an explanation right on the brown paper bag the cookie comes in. “Why a cookie?” the headline asks. “Cookies are warm, personal and inviting, much like our hotels and the staff here that serves you.”

Some may argue that a mere chocolate chip cookie is empty and meaningless.  It’s not meaningless, especially when that little extra is a signature element.  I subscribe to the philosophy that Malcolm Gladwell offered in The Tipping Point, ”The little things can make the biggest difference.”  DoubleTree understands the chocolate chip cookie is not just a cookie, it’s much more than that.

Today’s Lagniappe (a little something extra thrown in for good measure): DoubleTree celebrates the 25th anniversary of the cookie this year. Here’s a video from across the pond in London:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

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