What strategy is employed by saying one company had the first 18-month warranty?

The strategy of claiming that one company had the first 18-month warranty exemplifies exclusivity. This approach highlights a unique aspect of the company's offering that sets it apart from competitors. By promoting that this company was the first to provide such an extensive warranty, it not only emphasizes the distinctiveness of their product but also instills a sense of prestige associated with being a pioneer in the market.

Exclusivity conveys the idea that their product is superior or more trustworthy based simply on the fact that it offers a warranty not previously available. This can create a perception among consumers that they are choosing a brand that is ahead of the curve and innovative, which can significantly enhance the brand's appeal and increase consumer confidence in their products.