Advertising to women | Hapari - Kraft's "Zesty Guy" Speaks Out.
Anderson Davis, "the Zesty guy," feels there is more to his character for Kraft than face value, adding "I really wanted to make sure that it kind of stuck that you can have a guy without his shirt on, and he can look like more than just a guy without his shirt on. He can be appealing, he can be attractive and he can be funny." Kraft's statement also supports this message. "We want to recognize our consumers as more than just moms but also as women and give her a campaign that has her view Kraft Salad Dressings in a whole new way," a Kraft statement says. Advertising towards men has shown women in a seductive way for years, but something about this ad campaign has our attentions spiked because they did find a way to market a seductive ad towards women by capitalizing on the things women find appealing like a sense of humor and personality on top of a the ruggedly handsome man's physique. Thinking of a more intelligent way to market to women has increased my respect for Kraft instead of losing it. So at initial glance from a conservative point of view, yes you can say this commercial is not to watch with children, but you've got to respect Kraft for making a sophisticated humor and sex appeal that blows all the cheap, and often overly sexual, ads geared towards men out of the water.
So, how do you feel about advertising taking a new strategy with their female consumer? I've gathered some of the most talked about commercials and will let you be the judge... buy or bye-bye to these products?
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