But Grey New York has been working on its creative side, producing nontraditional campaigns for brands like DirecTV and E*Trade. Grey New York, which was hired in November, seems an unconventional choice to create a campaign for a brand like Mike’s, given its roots as an agency for packaged goods sold by mainstream marketers. “Beer is always going to be a reference point for us, but by doing what we did we lost our voice, we lost our personality.” “To be honest, I think we’d become almost too functional recently in talking about Mike’s as an alternative to beer,” Mr. In the third version, a glass eyeball and a pirate with an eye patch turn up on the golf course. In the second version, the golf balls turn into lotto balls and the friends conduct a mock lottery drawing. In one version, convicts emerge from a hole on the golf course as part of a prison break. Younger viewers, in particular, avidly avoid commercials, much to the dismay of marketers and media companies.įor instance, a commercial that starts with one friend playing golf handing another a Mike’s has three alternate endings. ![]() The goal is to entertain the target audience of men and women ages 21 to 34 enough to refrain from zapping or zipping through the spots. Now, along come different versions of the same commercial - but this time each version is aimed at the same audience.įor its big annual marketing push before the summer, the Mike’s Hard Lemonade line of flavored malt beverages is to introduce on Wednesday a series of humorous commercials that begin the same way but then diverge to offer different endings. ![]() IT is not uncommon for marketers seeking to reach different audiences to run different versions of the same commercial, among them spots for Sony Bravia TV sets, meant for men and women, and spots for Orbitz and Levi’s jeans, intended for straight and gay men.
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