Sugary

Ramadan,
Impulse
Buying, &
Opportunities
for Brands.
Ramadan is the
Daddy of all
months.
But why?
For Allah SWT
knows how
long, behavioral
economics have
shaped our
consumption
habit of
consuming
more sugar
during
Ramadan.
During Ramadan,
we will be
bombarded by
sugary foods and
drinks, especially,
along the cashier
line.
Why the cashier
line?
Because it’s the sexiest area.

The “sweet spot”. Brands

would kill to be displayed
there.

This behavioural science tactic

is called point-of-purchase
placement.

🎯 The goal: to grab buyers’

attention as they’re considering
their final purchases or
preparing to check out.
Why the cashier
line?
It’s the place shoppers make
impulsive buying decisions.

Impulse buying lacks any

“thoughtful consideration of
why and for what reason a
person should have the
product” (Vohs, 2007).

It’s motivated by urges that are

sudden, often powerful, and
persistent (Dholakia, 2000).

💦 Cashier line is thus every

brand’s wet dream.
Proximity
matters.
Experiment
Both popcorn and apples were placed
in bowls in the same room as
participants. They’re welcome to eat.

Results
Participants ate more of the food
that’s near to them, regardless of
which they preferred. Researchers
concluded, “proximity, not
preferences, influenced food intake”
(Privitera, 2014).

💡 The closer you put food or

drinks to consumers, the more
likely they purchase them.
“Tebus
Murahnya, Kak?”
Here’s what Mr Nielsen has to
say about planned and
impulsive buying:
What does it
mean for
brands?
Cashier line is the ocean.
Oftenly, it’s even the ocean of
overwhelming sameness.
An arena for brands to fight and
win over shoppers’ attention.

It’s shoppers’ “playground”.

Shoppers scan products. They
read packagings, ingredients,
nutritions, expiry dates—they
read copy.

Place to be a victor.
Playing it safe in the ocean of
sameness is suicidal.
To be compelling and distinctive
among other products in the
category is a way to prevail.
Learn from Oatly.
Oatly shows brand copywriting
can effectively challenge bigger
brands.

Oatly’s copy blazes trails,

unusual, fun, bold, humane,
breaking “norms”—making it
essentially different from other
“oat milk” brands.
Is it profitable
being different?
Oatly is the pioneer in oat milk
category.

It’s a high-growth company

and it’s even over demanded
by consumers.

But, the Swedish company’s

gross profit declined from $4.9
mio to $44.8 mio as it
struggles to produce more and
build its own factories. It’s
purely managerial hiccups.

✍ Creativity and boldness

didn’t fail them to lead the
category for years, though.
If you, your
peers, or
bosses are
desperate to
fix writing
problems.
That’d be a gap we’d love to fill, a
Latto Latto we’d love to bounce,
Ijey’s and Talita’s job to work with you
to craft on-brand (or experimental
off-brand?) persuasive messages to
solve your business problems.

If you’re still facing difficulties to write

simply, clearly, and
compellingly—talk to us at
tulisanoa@gmail.com.

Use our expertise like we’re

in-house.