A mark in marketing - WonderBra
Saturday, October 06, 2007
They are bold, they are funny, they are creative, they are hilarious and most important they are subtle (ok, only some!)... like them or hate them, but you just can't ignore them!
Here I come on the with one of my most awaited posts, the writeup on the adverts of WonderBra. The brand has been criticized by many for the obvious but the sales of the brand has always been successful to make the brand have the last laugh. It comes as a default choice for many for functions and social interactions; while others are still wondering what the hoopla is all about. What ever, the only 'point' am concerned over here is the advertising done by the brand. Its brand are one of the most subtle ones and many times are requires a long perplexed view by people to understand them.
Question is are these adverts targeted at the consumers? A majority feels against it, they say that the ads are made just for the jury of advertising awards. Ask me and my opinion is - Maybe yes, obviously not! Why do you think such a product will be sold? Or lets answer what is being sold by WonderBra? Is it just an inner wear? I register a denial. An inner wear is for a personal use, the use here is for others, the product's money spent will be taken recovered by the consumer when she gets the glances being promised by adverts. So target one is the base consumer here who is wearing the product. Target two is the rest of public, especially men. With these adverts they actually will be recognizing the use of such a product whenever they see one, this builds up the response that the consumer of the product is actually looking for, hence drives the sales in other way. So target two here is the intended evaluator of product (not necessarily the men).
Hence to make it an iconic brand, the marketers have done the best thing : attach it to the behavior, derive the impact of social cognition and consumer behavior. Who doesn't want to be recognized ? and thats where these marketers target. And when we say that intended impact is on social cognition, then it in itself encompasses both the targets, making the mental constructs or schema in consumer as well as the evaluator (society and esp men). Just look at this - there was one print advert which shows just a blonde model wearing a black WB, and only one sentence
Here I come on the with one of my most awaited posts, the writeup on the adverts of WonderBra. The brand has been criticized by many for the obvious but the sales of the brand has always been successful to make the brand have the last laugh. It comes as a default choice for many for functions and social interactions; while others are still wondering what the hoopla is all about. What ever, the only 'point' am concerned over here is the advertising done by the brand. Its brand are one of the most subtle ones and many times are requires a long perplexed view by people to understand them.
Question is are these adverts targeted at the consumers? A majority feels against it, they say that the ads are made just for the jury of advertising awards. Ask me and my opinion is - Maybe yes, obviously not! Why do you think such a product will be sold? Or lets answer what is being sold by WonderBra? Is it just an inner wear? I register a denial. An inner wear is for a personal use, the use here is for others, the product's money spent will be taken recovered by the consumer when she gets the glances being promised by adverts. So target one is the base consumer here who is wearing the product. Target two is the rest of public, especially men. With these adverts they actually will be recognizing the use of such a product whenever they see one, this builds up the response that the consumer of the product is actually looking for, hence drives the sales in other way. So target two here is the intended evaluator of product (not necessarily the men).
Hence to make it an iconic brand, the marketers have done the best thing : attach it to the behavior, derive the impact of social cognition and consumer behavior. Who doesn't want to be recognized ? and thats where these marketers target. And when we say that intended impact is on social cognition, then it in itself encompasses both the targets, making the mental constructs or schema in consumer as well as the evaluator (society and esp men). Just look at this - there was one print advert which shows just a blonde model wearing a black WB, and only one sentence
I can't cook, who cares!But I wont deny that some of these ads are more inclined at awards' jury rather than any of the two targets. And not to mention that even after guessing the meaning you are not very sure in some adverts that if you got the meaning! Here are some of the ads, though I couldn't find some of my favorites coming from WonderBra's stable -
Some video adverts, really interesting -
This ad was launched at the 10th anniversary of WB in 2005:
Now this is one of the ad campaigns for which I appreciate the ad agencies of WB, see if you can understand it :)
And let me know if you can understand this one, I couldn't!
src="http://www.netscape.com/widgets/med_vote_if/http://markconfetti.blogspot.com/2007/10/mark-in-marketing-wonderbra.html">
Labels: Brands, Marketing Practices, TVC
posted by Jas @ 11:05 PM,
3 Comments:
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At October 16, 2007 11:30 AM,
said...
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Ya, WB has been one of the companies with strongest branding behind its success. had been trying to find a place to see all these ads in one place, finally got one.
Can you pls mail me these ads? -
At November 19, 2007 3:51 AM,
Kixie said...
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Final ad-Assumption would be that he was smacked for staring. That's my interpretation.
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At November 19, 2007 10:13 PM,
Jas said...
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i dnt think so, it'd be too simple. if u look carefully half of his side is worn out, white hair and all but other half is okay. Maybe u r right, but i guess there is more to it
