Will a new approach get teens to finally stop smoking?

While tobacco use by adolescents in the US has declined substantially over the past 40 years, nearly one in 10 high school seniors were daily smokers in 2013.  (Johnston, 2014)

For years now most anti-smoking efforts seem to have relied on fear as a motivator, often showing disfigured people in their ads.  (A student recently brought this one to my attention.)  The key message -- if you smoke this will happen to you.

 

While scare tactics might motivate some (including me) they clearly aren't working for everyone. 

A new commercial/video takes a radically different approach banking on the fact that teens care more about dating now than what might happen when they are old.  (Corr, 2015)

Take a look at the spot and see what you think.   

https://www.youtube.com/watch?v=TtYMA97kJlM

 

Will this campaign be successful?  Does it motivate you?  Or did the disfigured woman do it for you?

 Johnston, L. D., O’Malley, P. M., Bachman, J. G., & Schulenberg, J. E. (2014). Monitoring the Future national survey results on adolescent drug use, 1975-2013: Volume I, Secondary school students. Ann Arbor: Institute for Social Research, The University of Michigan. Retrieved February 26, 2015, from

http://www.hhs.gov/ash/oah/adolescent-health-topics/substance-abuse/tobacco/trends.html

Corr, A. (2015, February 26)  NEW!  Truth's Latest Anti-Smoking Campaign Is A Catchy Music Video Called 'Left Swipe Dat.'  mediapost.com.  Retrieved February 26, 2015, from

http://www.mediapost.com/publications/article/244607/new-truths-latest-anti-smoking-campaign-is-a-cat.html?edition=80445

 

Are there enough adventurous Millennial wanna-bes out there for Sperry to rise again?

For the past 80 years Sperry has been selling Top-Sider boat shoes.  A product with limited appeal if ever there was one.  But plenty of people buy yoga clothes even though they never do yoga, so the brand could transcend its inherit limitations.

To that end, the company is launching a new campaign targeting adventurous Millennials.  According to Karen Pitts, VP of Marketing, "Odysseys" plays to the brand's essential qualities -- American, authentic and adventurous and the primal excitement water can evoke.  As part of the campaign, 80 people will be sent on journeys to create content on their adventures for Sperry. (Monllos, 2015)

Here are two of the ads

(Bell, 2015)

So what do you think?  Will these ads capture your attention?  Will the Odyssey stories, which will presumably be posted online do it?  But most importantly, will you buy Sperry's?  (Apparently they have dropped Top-sider).

Monllos, K. (2015, February 19)  Sperry Goes Back to Basics With a Campaign for Adventurous Millennials.  adweek.com.  Retrieved February 19, 2015, from http://www.adweek.com/news/advertising-branding/sperry-goes-back-basics-campaign-adventurous-millennials-162983

Bell, J. (2015, February 19)  Sperry Prez Rick Blackshaw Talks New Brand Identity.  footwearnews.com. Retrieved February 19, 2015, from  http://footwearnews.com/2015/business/media/sperry-new-brand-identity-13806/

Will "sadvertising" help Coldwell Banker sell real estate?

Following the flood of Super Bowl ads designed to make an emotional connection with prospects, someone clever has coined the phrase "sadvertising" to describe the genre.   I think it fits. 

Clearly the trend has not yet peaked.  Caldwell Bankers, a real estate firm, has announced a partnership with Adopt-a-Pet.com.  Since 43 million US households have dogs they think it's a good fit.  (Irwin, 2015)

And of course the ad, which will run on the Academy Awards, is filled with sad doggies waiting at home for the return of their humans.  Awww. 

But will it sell real estate?  What do you think?

Irwin, T. (2015, February 11)  Coldwell Banker Supports Dog Rescue in Latest Campaign.  mediapost.com.   Retrieved February 13, 2015, from

http://www.mediapost.com/publications/article/243506/coldwell-banker-supports-dog-rescue-in-latest-camp.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=80124

Is partnering with 50 Shades of Grey a smart move for Trojan?

The film version of 50 Shades of Grey will debut just in time for Valentine's Day.  Trojan has created a :15 teaser which will run in theaters, designed to drive people to a 2 minute plus video on YouTube. 

The video will also be promoted on Facebook and Twitter, and consumers are being encouraged to join the dialog at #50ShadesofTrojan.

The campaign is targeted primarily to women in a relationship, but Trojan believes that all couples will relate.  I think they may be right.  (Irwin, 2015)

Take a look and see what you think. 

https://www.youtube.com/user/trojanbrandcondoms

Does it make you want to buy Trojan lubricants and vibrations?

Irwin, T. (2015, February 4)  Trojan Pegs Video To '50 Shades Of Grey'  mediapost.com.  Retrieved February 5, from http://www.mediapost.com/publications/article/243117/trojan-pegs-video-to-50-shades-of-grey.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=79969