Sweet 'N Low's new ad campaign, created by Mother, New York, is targeted for a potentially younger crowd, in an effort to broaden their clientele, which is currently the "45-year-old-plus women." I fear they may have missed their mark unless their potentially younger clients are eight-year-old, pink obsessed girls.
In addition to the retro ladybugs shown above the new art work consists of a retro-style owl, and a peacock doused in pink psychedelic patterns.
While these images do provide a very youthful and fresh image, part of Sweet 'N Low's campaign goals, I'm not sure they will draw in the younger crowd as expected. These ads invoke images of pig-tailed girls pasting flower stickers on all their newest Barbi's. I doubt that their potential clientele involve this age bracket and I fail to see how the younger crowd will be drawn in by this new artwork.
Bobby Hershfield, co-cd at Mother, stated, "We didn't set out to make a retro campaign, but this is the look that emerged from staying true to the brand. It happens to be in fashion right now."
As a college students, I am bombarded with fashion combinations of all sorts and have found that while certain fashion aspects from the 1960's and 70's are present today they have been reinvented for our era. The artwork used in Sweet 'N Low's new campaign seems painfully true to its generation. Too true in fact. I fear that these images will fail to attract the younger crowd and, in reality, appeal to the company's previous demographic.
Unfortunately, I see this new ad campaign as nothing more than a fresh face-lift with little hope of attracting a younger crowd.
http://www.adweek.com/aw/content_display/news/strategy/e3iea381ae4ffdbc7aed57ba6aad54ad69d
No comments:
Post a Comment