Use effective triggers to help your product or idea catch on

Find a frequent stimulus.
Look for something people do or see frequently and tie it to your product. “Kit Kat and Coffee” was an ad campaign that brought the chocolate brand back from the brink of extinction because it was linked to coffee. Whenever people took coffee breaks at work, their memory of Kit Kat was then triggered, and they’d decide to have some chocolate too! A huge number of people drink coffee and do so multiple times throughout the day. So by linking Kit Kat to coffee, the company created a frequent trigger to remind people of their brand.

Balance it with a strong link.
Avoid overused triggers like the color red, which is already linked to so many things — roses, love, Coca-Cola, and fast cars. Instead, look for stronger triggers that are linked to fewer things. This way, when they see or hear your triggers, people think about your own product and idea rather than a bunch of other products and ideas.

Pick triggers that happen near where your desired behavior is to take place.
Different triggers will be more or less effective depending on where people live. Linking your product to sandwiches, for example, will work well in places where people eat lots of them, like Philadelphia, and not so much in other places like Chicago. In the same way, putting your liquor ad near liquor stores will trigger people to buy your product more immediately than if they saw the ad on the freeway.