A single, specific benefit a competitor cannot or does not claim, stated so plainly it can carry an entire campaign. Formalized by Rosser Reeves of Ted Bates & Company in the 1950s.
When writing headlines, taglines, ad concepts and homepage messaging; when copy could belong to any competitor.
M&M's 'melts in your mouth, not in your hand'; Domino's original 30-minutes-or-it's-free promise; FedEx's 'when it absolutely, positively has to be there overnight.'
A clean, high-scoring play in every category. Flagged when the 'unique' claim is a generic superlative anyone could say.
