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New Year's Resolutions and Category vs Category...

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What are your 09 resolutions? Lose weight, spend less, vacation, go back to school, get a new job, get a promotion, write a book???

Whatever they are, I'm sorry to be the bearer of bad news, you are not the only one. Which brings me to the spot below, Extra Gum.

Knowing how the recession (or economic downturn) is shaping consumers behavior, Extra's creative and strategic approach decided to jump on the wagon and make sure they let the consumer know that they know what is going on in their minds.

As you are looking at the spot below, think of the following questions:

To what consumer is this spot talking? What is the insight behind the execution? Media placement? who is Extra competing against?

As I mentioned on the title of this posting, 09 will be all about staying home, maximizing in-home resources and spending less money... in other words, coping with recession, or as Ann Mack from JWT said, "recessionary living."

With this in mind, marketers/advertisers need to be able to demonstrate a value proposition that will stand out, and make consumers feel like they are spending the right amount for whatever product they are purchasing.

Going back to the spot above, Extra's message is one to learn from (don't think from an execution perspective, think from an strategic point of view). They are talking to women (or men for that matter) to resist cravings (i.e. coffee, chips, cookies, chocolates, etc) and just have a piece of gum, which is cheaper and lasts longer.

As you can see, 09 will be all about getting pleasure out of the 'small things' in life and sacrificing brand and/or category.

"I think I will get some gum ($1) and stop drinking Stbx ($3), I mean it will last me longer"

What are your thoughts?! What do you think your consumer is willing/going to give away?!

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Comments

  1. VicJanuary 19, 2009 at 10:03 AM

    Interesting ad! Nonetheless, boring at the same time. I think it is kinda disappointing that we are about to many brands to go down the same path. I think the key word for all brands this coming year will be "promotions, promotions and more promotions." Yes, some consumers are going to be more conscious about their shopping behaviors, but that in my opinion is a small percentage, of people who understand their situation and take a more measured approach toward shopping. The rest of the typical consumers are still those who are usually dragged to the stores when they see a 40% up to 75% off products or services, thinking that they are smart shoppers. Advertising is a form of art that is supposed to make you interested for the brand, but I believe that the power of the words "On sale, 75% and free" work best when the consumer is down.

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