A shot at perfection Patron magazine ad review

Posted by tom klein August 12, 2008 at 6:40 pmintegrated, magazine ad


from the baitshop

Here in the baitshop, we like to think of ourselves as experts when it comes to alcoholic beverages – including the domain of upscale tequila. This magazine ad calls to mind Faith Popcorn’s now timeworn locution of affordable luxury. What used to pass for such a luxury, things like Ben and Jerry’s ice cream, now has an adult counterpart.

As for the ad, it can seem sort of absurd to compare a $40 bottle of tequila with owning a villa in Tuscany. The whole idea behind an affordable luxury is that it represents perfection, but it’s not out of reach. Think of Mont Blanc pens or even a Chanel lipstick. Just about anyone can gain access to perfection, albeit on a small scale.

We’d have to say that the idea that some perfection is debatable leaves us a bit confused. Does the line imply that not everyone can agree on a vacation home, but they can agree on a brand of tequila? Maybe we’ve just spent too much time down in the Keys to know the difference.

who’s it for?

Tequila drinkers with a few extra dollars. Or, maybe someone who’s just looking to impress.

why is it being done?

Remind people to ask for Patron . . . or to remind them which of the 50 different tequilas they should buy when they’re wandering around the liquor store.

are the fish biting?

This brand has been hugely successful – as has the category. What’s the next liquor category that will make the leap to uber super premium . . . rum?

where to from here?

The proof is in the . . . margarita. Cheers.

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Wedgie woes push tightey whities Hanes integrated anti-wedgie campaign review

Posted by tom klein June 15, 2008 at 5:34 pmintegrated, web design

Check out the site

from the baitshop

This integrated campaign sheds a humorous light on a common fashion flaw for the ladies while allowing consumers to share their own wedgie woes. This campaign features comedic actress Sarah Chalke, who shares her personal red carpet wedgie moment with Hanes consumers in a series of television commercials, print ads, online ads, and wedgiefree microsite.

who’s it for?

This ad targets women of all ages who have struggled with the dreaded wedgie!

why is it being done?

Humor can be an effective selling tool. Hanes has successfully raised awareness of their new No Ride Up panties line in a non-evasive and very entertaining way. Women can relate to Chalke’s plight, so they are more likely to share their personal stories. Streaming commercials are an effective way to illustrate the point here- our heroine awkwardly shimmies across the screen as she combats her wedgie!

are the fish biting?

Hanes reports an overwhelmingly positive response. Both media and consumers have taken to this ad campaign, which tested well prior to launch

where to from here?

Share your funny wedgie story with Hanes, enter to win a pair of underwear through the No Wedgie Wednesday contest, or just enjoy the series of video spots with Sarah.

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