I forget who brought this ad into class, but I have not forgotten how terrible everyone thought it was. I stumbled upon an article about it which claims that the Sweet 'N Low brand was trying to go retro with "hopes to broaden its demographic beyond 45-year-old-plus women".The article says "to look forward, Mother (the New York company responsible for the ads) glances back, creating illustrations culled from 1960s and '70s flower power and psychedelia." I am not exactly sure how incorporating psychedelic illustrations are going to target the younger generation, but even if it could, I'm having trouble finding the psychedelic in this ad.
When I did some more research on Sweet 'N Low's new look, I found the rest of the campaign. The related ads feel a bit more 1960's, however I am still not a fan. I think there are much better ways to market products to younger consumers than using cartoons and semi-psychedelic images.
4 comments:
Hehe I like the one with all the faces. It's the kind of thing I find myself into lately. Maybe it doesn't totally work as an advertisement but I still like it anyway. The other ones I could do without though. And something about the colors I don't like. Maybe I don't like this after all?
The colors to me are very...how should I say...feminine hygiene product.
Haha I think the one with all the faces is the creepiest thing, ever! Seeing them all together I get the psychedelic quality but I definitely don't understand why that would target a younger audience. Seems to me that psychedelia would target that exact 45ish market they are trying to avoid here. I also agree that the colors are weird. Sort of like bubblegum themed hygiene product.
I think the second one with all the creepy faces are supposed to be the millions of cancer cells that spawn every time you use Sweet n low.
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