• Incorporation of this strategy can have multiple benefits for the brand. 
  • It can increase demand and sales, build vital brand awareness, etc. 

The “Whet the Customer’s Appetite” marketing strategy is incorporated to build anticipation and desire around a product or service for apparent benefits. In simpler terms, the strategy is like putting a delicious aroma in front of someone, getting their taste buds tingling for a meal not yet served.

The core concept of this strategy is to focus on desire, which triggers the emotional side of consumers while building a sense of want or need for your product or service. The marketing strategy revolves around scarcity and exclusivity, helps build anticipation about the product or service, and highlights the benefits. 

Why is Apple a Master in Using the “Whet the Customer’s Appetite” Marketing Strategy? 

Apple as a brand needs no introduction and is a prime example of a marketer who has successfully mastered the art of whetting the customer’s appetite, especially during product launches. There are multiple aspects of this marketing strategy that marketers have mastered in positioning Apple as a market leader.

Secrecy and Gradual Reveal

Apple maintains strict control over information and releases very little concrete information about upcoming products before product launch. Enticing or instilling this shroud of secrecy helps them keep the related details under wraps. It prevents competitors from copying ideas while fueling the customer’s curiosity at the same time. 

The tech giant involves the concept of strategic leaks. Even if the details are scarce, consumers still get small bits of information through cryptic press releases, analyst whispers, and carefully curated leaks through trusted tech publications. All these leaks were strategically provided to pique audience interest without revealing the whole picture. 

Apple also uses sleek invites with minimalistic designs and cryptic taglines, all designed to create a sense of anticipation. These invites strategically hint at new features or functionalities that the upcoming product might have without revealing the product itself. For instance, users know about Camera specifications, screen size, power type, etc., before launch. All this information helps build anticipation and excitement about the upcoming product. 

Leveraging Events & Building a Sense of Exclusivity

Apple is well known for its expertise in unveiling its new products in highly anticipated events streamed worldwide. These events are meticulously planned to provide an unmatched experience, with a focus on design, storytelling, and showcasing the emotional impact of upcoming products. 

It should be noted that the focus here goes beyond technical specifications and delves into user experience and how a particular product could improve their lives. Sometimes, Apple tries to create a sense of urgency by releasing new products in limited quantities. This strategy, when coupled with pre-order options, encourages customers to act fast and secure their devices before they go out of stock. 

Tech giant Apple successfully built a loyal community around the brand. So much so that users eagerly follow rumors, leaks, and discussions online. This further amplifies the anticipation of new products coming from Apple and how buying them would be more than just owning a product but an experience. 

Strategic Focus on User Experience and Emotions

Apple’s marketing heavily focuses on multiple innovative features, such as floating islands or powerful cameras, and the sleek design of its products. It skillfully showcases how these advancements have the potential to improve the user experience and make people’s lives easier. 

Their marketing campaigns go beyond just technical specifications and features. Such strategies are designed to evoke human emotions by portraying how Apple products have the potential to enable creativity, productivity, innovation and connection. Eventually, this emotional connection can strengthen buyers’ desire to own the product. 

In conclusion, Apple is believed to have mastered incorporating the “Whet the Customer’s Appetite” marketing strategy. They successfully became the market leader by strategically withholding information, creating a sense of exclusivity, and focusing on users’ emotions. 

Why “Whet the Customer’s Appetite” Is a Powerful Marketing Strategy? 

As already discussed, the “Whet the Customer’s Appetite” marketing strategy attempts to build anticipation and desire for a product or service before it is readily available or already in the market. However, certain aspects and variables need to be considered before implementation.

Remember that the success of this strategy depends on tapping into consumers’ emotional side. Brands can gain significant value and revenue by creating a sense of want or need and making customers crave what they are offering. This way, marketers can capitalize on focusing on consumers’ desires.

Implying that something is in limited quantity or is available only for a select few can make the product or service more valuable and desirable; it also instills a sense of scarcity and exclusivity. Marketers can also build anticipation through teasers, cryptic messages, and sneak peeks, which can pique customer interest. They can also highlight benefits beyond the specs and positive emotions and experiences it can bring. 

Tactics to Whet Your Customer’s Appetite 

Prominent tactics to capitalize on this marketing strategy include the following: Pre-launch campaigns can generate buzz with social media posts, email campaigns, and even physical teasers before the product launches. Countdowns and timers can create a sense of urgency by highlighting the limited time before something becomes available.

Influencer marketing campaigns allow brands to partner with individuals to generate excitement and trust around the product or service. Marketers can also offer exclusive early access by providing a select group of customers early access to products or services, creating excitement and exclusivity. 

Marketers can also weave a narrative around a product or service that resonates with the target audience’s desires and aspirations. However, brands must consider that while creating a sense of mystery is good, marketers should avoid being misleading. If a brand whets the appetite but fails to deliver, it can damage its reputation. Too much scarcity or a drawn-out tease could backfire and leave customers frustrated. 

Pros and Cons of “Whet the Customer’s Appetite” Marketing Strategy

Similar to every other marketing strategy, this “When the Customer’s Appetite” strategy comes with its pros and cons, as discussed below. 


This strategy helps increase demands and sales that marketers gain by building anticipation and desire around the product or service. This strategy can lead to a boom in sales when the product finally hits the market. Teasers and pre-launch campaigns could create significant buzz and get people talking about the brand.

Customers can be invested in the launch process, eagerly wait for updates and participate in discussions if marketers trigger the right emotions. By creating a sense of excitement and exclusivity, marketers can create limited access or early adopter programs that could make customers feel valued, strengthening brand loyalty and perception. This strategy also helps brands get valuable customer insights. 


There is a considerable risk of overcommitment and under-delivery, especially if the product or service needs to live up to the anticipation created. This can lead to customer disappointment, negative reviews, and a tarnished reputation. Extended teasing or delays in launch can lead to fatigue, customer frustration, and loss of interest.

Marketers must understand that it is difficult to maintain a high level of customer excitement over a longer duration. The strategy tends to fizzle if the payoff needs to be delivered more quickly. Also, this strategy is unsuitable for something other than everyday, standard products compared to innovative or premium products. 
In conclusion, the “Whet the Customer’s Appetite” marketing strategy can be a powerful tool in increasing demand and sales of a particular product or service. It can also lead to more vital brand awareness and higher customer engagement, facilitating a sense of exclusivity while gaining valuable customer insights. Brands and marketers should conduct proper research before incorporating this marketing strategy.