Last week I saw a commercial for Bigelow tea. It stars Phil Simms, former quarterback of the Giants.
Apparently I am a bit out of the loop as Bigelow has been featuring male sports figures in their marketing communications since 2005 when Joe Torre began drinking tea after his prostate cancer diagnosis. (Lefton, 2011)
But, when I saw this ad I was reminded of how NutriSystem used Dan Marino - another former QB, to reach out to men in 2006. Before the campaign started, men accounted for 13% of the company's business. By early 2008, their share had increased to 30% . (Newman, 2008)
Tea consumption, by both genders, continues to rise as the health benefits of tea have become more widely known. And since men have finally begun to show a willingness to drink Diet Coke, perhaps they are now secure enough in their masculinity to also drink tea. So the question is, will this ad do the trick?
What do you think? Does it make you want to drink tea? Will it make Millennial men want to partake in a cup?
Lefton, T. (2011, June 27) Bigelow makes tea manly through spots. sportsbusinessdaily.com. Retrieved December 1, 2016, from http://www.sportsbusinessdaily.com/Journal/Issues/2011/06/27/In-Depth/Bigelow.aspx
Newman, A. (2008, April 7) The Skinny on Male 'Dieting.' adweek.com. Retrieved December 1, 2016, from http://www.adweek.com/news/advertising-branding/skinny-male-dieting-95443?page=3