For the past few decades, Product Formula 409 has been poorly advertised and marketed. The ads produced for 409 did not succeed in persuading their audience to purchase this product. The audience 409 targeted was mainly female between the ages 30 to 60 years old, which is the usual demographics for most cleaning products today. That being the case, our team decided to take a different approach, to target a new audience: young male adults.
Throughout our research, we discovered that most males between 20 to 40 years of age have no clue what Formula 409 really is. Therefore we decided to take the high road and target this specific demographic, mainly single men. Since most men in that age range tend to be a bit messy, we thought it would be best to capture the essence of those messy moments. In our approach, we came up with the concept that "Formula 409 is a guy-friendly product" and the message that "This is the product for you". Therefore in these ads, we decided to personalize this approach by using a young male finding himself in need for the product. We portrayed a young adult male finding himself caught up in a messy situation where 409 would be useful for him; eating diner, after a frat party, and during a date night (3 different situations that most single males can relate to). We show the male (left side of spread) reaching out of his messy situation towards the light side where the 409 bottle is focused (right side of spread). The aim behind this concept is to express the idea of reaching out of your male boundaries to get a hold of this product, to insist this isn't a female product. The text in the ad helps insinuate this idea by using expressing a problem, showing the resolution, and giving an answer to the problem. Problem solved. These ads insinuate the notion that males are messy, however, they don't have to show it, especially in front of women. These ads are meant to convince the male audience that 409 comes in handy for any messy situation, the idea that 409 is accessible and available to them at any time in their house hold.
At the time, there isn't many product cleaning ads in the American market that does a good job in connecting with a male audience. For this reason, we decided to take this different approach with the 409 ad campaign. Taking this approach will help broaden the audience for 409 and bring in a new wave of male customers. Personalizing 409 towards men is sure to increase male interest in this product and slowly but surely can persuade them to purchase 409.
No comments:
Post a Comment