You’re faced with an “old” brand (which interestingly – to me at any rate - was originally created for women in 1937) launched in 1938. It’s a brand with a lot of baggage, particularly in a world of glossy competitors.
Rather than go the usual route, they took an alternative approach, which certainly appears to be working for them.
Funny, smart ads that don’t involved scantily clad females, and still appeal to the target demographic.
But what’s really smart is how they’re embracing social media creating bespoke videos for people who have tweeted or commented on other social media channels about the ads and about the brand. There are of course some videos made especially for the ‘great’ and the ‘good’ (not to mention Starbucks), but there are even more for people like you and me.
Smart. Very smart.