Venus - #UseYourAnd
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Transcript of Venus - #UseYourAnd
Group C1 Sanne van Dijk s1868489 Klasina Holthuis s2198762 Jacobien van Klinken s2023121 Mariam Talakhadze s2818353 Tzu-Yu Wu s2854031
Marketing Communications, University of Groningen
What it is about: � 70% of the women - labeled by a stereotype as young as
10 years old,
� Labels have had a negative effect on 47% of them.
� Focused against one-dimensional views;
� Encouraging women to use their “ANDs”;
� Target audience - users of Twitter and Facebook: � hashtag #UseYourAnd - invites all women to share stories
� The re-vitalized music video and lyrics with updated message.
Ref: Wakefield Research for Gillette Venus
Well-applied Principles
� Principle #3: EMOTION
– Self-expression
Showing the product allows customers to express their personality;
� “step outside that box and forget it”
� Venus emphasizes being yourself and explicitly tells women to describe themselves in multiple dimensions;
� This proposition attracts women and encourage them to take a stand against labels.
Well-applied Principles
� Principle #10: MOTION MEDIA – Music and Sounds
Using music or sounds for low-involvement products
� Speech: slow but powerful tone;
� Pace: slow, with occasional silences;
� Music: light, subtle, pleasant;
� Peripheral processing: peripheral cues (music) can lead to a positive attitude for low-involvement products.
Ref: Stout & Leckenby (1988)
Violated Principles � Principle #7: MESSAGE – Ad Consistency
Make elements of an ad reinforce each other
� The models they show all have beautifully hairless legs;
� “…Gillette […] basically saying, “Hey ladies! Ditch all those demeaning and limiting labels -- except that body hair stuff. Definitely shave your legs, armpits and any other area of the body deemed necessary by the powers that be.”
� This does not match the particular message of this ad about labels;
Ref: Emma Gray (The Huffington Post)
Violated Principles � Principle #8: ATTENTION – Slogans & Taglines
Consider a short memorable slogan (tagline) with the brand name and benefit
� Slogan: relates to the product (good in terms of benefit!), but promotes great “unshaved” legs (bad in terms of message consistency!);
� Tagline: Not clear, difficult to understand (without watching the video), ambiguous;
� Is there enough interest to search and find out what it stands for?..
Tagline Slogan
Wrap up Good
� Beautifully executed, inspiring, powerful;
� Puts real issues on the agenda;
� Creates a platform for self-expression;
� Brand building è Values;
� Emotional appeal: Good for low-involvement products
Bad
� Does not promote sales in any way;
� Inconsistency with the intended message – hence, long-term success is uncertain;
� Slogan/Tagline – unclear;
� ONLINE negative word-of-mouth è publicly available!
The effect on sales will only be positive if the brand building goals are reached – which is questionable because of inconsistency!
Potential Improvements � Making the advertisement consistent:
� Should not focus on legs at all; � All women will more likely develop positive
associations – if clearly communicated that no woman is obliged to shave parts of her body;
� Use a clear slogan: � Make it memorable, relevant; � “DefeatingLabels” as a hashtag/tagline; � “She’s got it” as a slogan – related to the brand,
relevant to message;
� Encourage customers to make predictions about their behavior: � ending the message with a question: “Will you step outside that
box?” � Increase customer involvement; encourage positive behavior (using
hashtag, sharing the video, etc.)
Ref: Fennis & Stroebe, 2010; Cialdini, 2003