Since I’ll be doing some book promoting, I’ve recently looked back at past marketing and promotions that did and didn’t do so well. It’s interesting how marketing/promoting a product can increase sales or cause its collapse.
We’ve recently heard some debates regarding the marketing of Dr. Pepper Ten. “It’s only ten manly calories.” “It’s what guy’s want.” “Dr. Pepper Ten. It’s not for women.”
I’ll be honest, this didn't upset me that they wiped out a very, very large demographics, but I did watch the video wondering, “Do guys really care about calories? Is there such a thing as ten womanly calories? Are they trying to use reverse psychology to get more women to buy the product?” Most household shoppers are women, and if these women are out shopping for pop (yes, I’m from Chicago) for husbands and kidlets, do they really think the women will head straight for Dr. Pepper?
Then there’s the Abercrombie & Fitch, Summer 1999
Does A&F own an island? Did you see all their cool clothes? Because I didn’t. There’s nothing about that video that screams clothes to me.
Ayds Diet Candy
Unfortunately, the ad came out when AIDS was becoming the scariest thing in the world. And a double whammy was that AIDS was known to eat away at the body, and AYDS Diet Candy was a weight loss product.
Now for a few of my favorite marketing/promotions.
Joe Boxer
I don’t drink J&B, but because I thought the advertisement was cool, I thought about getting a bottle.
Do you know of any good or bad marketing/promotion campaign ads?
Audience and sell,
Bea
