A seal of approval from the biased producers of a product may not always have great value, but this Pringle of Scotland campaign manages somehow to pull it off. Featuring your soft woolly friends from which these cozy knitwear garments have come from, the print ads succeed thanks to one's warm affiliation with animals.
Looked to as pure creatures with honest intentions, mammals like lambs are the perfect spokesmen (or spokesanimals) for fleece fashions. FischerAppelt placed these characters atop cool Scottish landscapes while looking both comfortable and happy wrapped in sheared shawls, vests and hats. The animals are clearly suggesting authentic quality that even the sheep themselves would advocate. The inclusion of a clothing label in the corner of each advertisement of the Pringle of Scotland campaign reminds the consumer of what these garment tags would say: 100% Lambswool.
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Trend Themes
1. Animal-based Advertising - Incorporating animals as the face of a product can create a warm affiliation and promote the authenticity of the brand.
2. Authenticity Marketing - Highlighting the genuine nature of a product can increase consumer trust and loyalty.
3. Sustainable Fashion - Using natural resources and promoting ethical practices in the fashion industry can appeal to environmentally-conscious consumers.
Industry Implications
1. Fashion - Incorporating sustainable, authentic practices and animal-based advertising in fashion marketing can bring in a loyal consumer base.
2. Animal Welfare - Using animals in advertising can promote a heightened sense of animal welfare, appealing to those who prioritize this issue.
3. Marketing and Advertising - Incorporating unique, creative advertising campaigns that focus on authenticity and ethics can be a valuable tool for any brand.