Have you ever noticed this?

You’re just scrolling through your feed in the evening, watching random videos…And suddenly, somewhere in the middle or at the end, you get this warm little feeling:

“Ooooh… I want that too.” “I need this.”

Even though 30 seconds ago, you didn’t even know you wanted it. I’m regularly a victim of this kind of marketing 😂

And I think this is one of the most interesting things about content: How do you sell something that people don’t actually need?

For example, if I have acne, that’s an actual problem I want to solve. I’ll research skincare, look for serums, read reviews, and compare products.

But what about… a tumbler?

I can survive without it. I can buy coffee at a café. I can drink tea from a regular cup.

So why do I suddenly want one?

Associations.

Recently, I created content for Rainbow, a brand with tumblers and thermoses.

And instead of simply showing:

“Here’s the tumbler. Here’s the lid. Here’s the size.”

I wanted to sell the feeling around the product.

🌊 The ocean → cool air → hot cocoa in your hands.

🍂 Autumn → a picnic in the park → a warm cup of tea from your thermos.

🚇 The metro → your favourite drink → a beautiful tumbler in your hand → instantly +10 to the vibe.

And suddenly your brain starts creating its own little movie:

“Wait… I want that.”

You’re no longer just looking at a tumbler. You’re imagining yourself using it.

Holding it. Drinking from it. Taking it on your walks. Making it part of your everyday aesthetic.

And that’s when a simple product becomes something more. It becomes a piece of the lifestyle you want to have.

That’s why I love using associations in UGC content. Because sometimes content doesn’t need to explain why you need the product.

It just needs to show you:

“Look. This could be your life.”

And suddenly… you want it. Here are some thoughts on that, along with a case study.

Not sure about the tumbler, but the vacation is soooo well sold 😄 Back to serious - nice job!