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
