marketing consultant, Memorability, staying current, Strong Ad Creative, Target Marketing

It’s All in the “Framily”

Note: Since I wrote the piece below the video referenced has been removed from YouTube.

I’ve posted about this on my Facebook page before.  I don’t know about the rest of you, but I actually really enjoy the Sprint framily ads and the very diverse and interesting group that makes up the Frobinson family. Maybe it’s because I was a French major undergraduate and I love to hear the angelic daughter speak French while bluebirds swarm around her head, or I love to hear the Gordon character correct the other framily members that his name is pronounced “Gordin”, but the ads don’t become old or tiresome to me no matter how many times I see them.  I also enjoy it whenever a new ad is added to the campaign because I enjoy seeing what trouble or mischief the family is up to.

I did some research on the history and thinking behind the campaign, and learned that Sprint launched the campaign because its overseas parent company had had great success with a similar campaign in their neck of the woods.  A big danger with very creative ad campaigns is that viewers can get so caught up in the creative message or visual that they don’t even know what brand, product, or service the ad is promoting, but I don’t think this is a concern for the framily ads. The unique and very different framily members reinforce Sprint’s message that a framily doesn’t have to be a homogeneous group of individuals because 1) a framily group can consist of both friends and family and 2) the average American family is now more than ever likely to be culturally and ethnicity diverse for a variety of reasons, including the fact that there are now so many “combined” families. The ads speak to almost everyone, and therefore, should have an impact on a larger target audience.

I believe the ads are very memorable, effective, and will and do cause sales growth for Sprint.  A large organization like Sprint is sure to have lots of in-house and out-of-house marketing gurus monitoring these campaigns and if they weren’t effective, they wouldn’t continue to run them or add new ads (creative) to the campaign mix.

I’d love to hear your thoughts on the ads.

brand promise, marketing consultant, Passion, sales, Target Marketing, traditional marketing

Haagen Dazs — Target Marketing at Its Best

Note: Since I wrote the piece below the video referenced has been removed from YouTube.

I loved it the first time I saw it and I don’t get tired of it. Despite all the confrontation in Haagen Dazs’ commercial for its Stracciatella gelato, I doubt there’s a woman out there who doesn’t find herself entranced by the extreme passion and romance played out in this commercial. It makes you think of the intense love of Romeo and Juliet, in Dr. Zhivago, or a Bryan Adams’ song, and that combined with the opportunity to be transported to Italy for a few minutes via the language and physical appearance of the actors, is the stuff of women’s dreams. Yes, you could argue that men yearn for great romance too, and some will be moved and prompted to take action after seeing this commercial too, but I feel comfortable in stating, firstly, that this commercial is primarily targeting women, and secondly, its emotional appeal WILL cause a rise in Stracciatella gelato sales. I know one target audience member who was prompted to buy and try some and I have to say I wasn’t disappointed in my purchase.  The gelato was as delicious as I expected to be, and I felt so luxurious just eating it.  It’s just plain creamy good. So, I’m giving Haagen Dazs double kudos — one for great target advertising and another for making sure that the product promoted in its advertising delivers!