After
acknowledging that women now account for 50% of sales, Dick's Sporting Goods
thought that they should do actually do something about it. In addition to expanding floor space devoted
to women, they have created a new niche campaign targeting them.
The
campaign insight? "Women juggle a
lot."
The
:60 second commercial focuses on women finding ways to fit exercise into their
busy lives, but we know that the vast majority of people buying athletic wear
do not exercise. So will this approach
work?
Look
at the commercial here...
And
discuss.
McCarthy,
M. (2015, April 30) Ad of the Day:
Dick's Sporting Goods Goes the Extra Mile in Its First Campaign for Women. adweek.com. Retrieved April 30, 2015, from http://www.adweek.com/news/advertising-branding/ad-day-dicks-sporting-goods-goes-extra-mile-its-first-campaign-women-164418
