Dannon
is launching of a new line of Oikos yogurt targeted toward men. Just to make sure they get it, the company
has hired Cam Newton to star in their advertising campaign and signed up to be
the official yogurt of the NFL.
Considering
that Oikos's previous multi-year effort appealing to women with John Stamos moved
the brand from a 2% share to a 33% share, the change seems risky. But with males currently generating 37% of
sales the company sees upside potential.
Considering
the fact that my husband has been eating yogurt as a high protein snack for
years, I would say that they are right.
Lukovitz,
K. (2015, January 5) Dannon Bumps Stamos
With Cam Newton For Male-Targeted Oikos Product Launch. mediapost.com. Retrieved January 9, 2015, from
http://www.mediapost.com/publications/article/241092/dannon-bumps-stamos-with-cam-newton-for-male-targe.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=79107
1 comment:
I think this is great idea. From my recollection, there hasn't been many yogurt brands targeting men, probably because yogurt is not necessarily seen as a masculine product. Men are generally used to draw in female consumers when advertising yogurt because generally women are the ones that tend to control the household grocery expenses. Activia is another yogurt brand I can think of that targets females rather than males.
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