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

Selected Ad: Gillette Venus - #UseYourAnd

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

Thanks!