The Bonjela Teething Gel Campaign Focuses on Childhood Woes
Meghan Young — August 17, 2012 — Marketing
References: eurorscg & ibelieveinadv
The Bonjela Teething Gel campaign will put smiles on people's faces despite the obvious pain each child is in. Heartbreakingly adorable, it revolves around classic kid scenarios in which they experience their first taste of real emotional pain. From cruel rejection to unexpected loss, each child is captured in tears. The innocence of it all will inspire strong nostalgic thoughts of people's own childhood woes. It is this empathy that the ad campaign feeds off of.
Conceived and executed by Euro RSCG, an ad agency based in Johannesburg, South Africa, the Bonjela Teething Gel campaign brings these commonly held memories to mind to ensure parents help their babies when it comes to avoidable pain. As the tag line depressingly reads, “There’ll be plenty of time for pain.” There certainly will be.
Conceived and executed by Euro RSCG, an ad agency based in Johannesburg, South Africa, the Bonjela Teething Gel campaign brings these commonly held memories to mind to ensure parents help their babies when it comes to avoidable pain. As the tag line depressingly reads, “There’ll be plenty of time for pain.” There certainly will be.
Trend Themes
1. Adorable Heartache Campaigns - Creating ads with heart-warming and sad content that create nostalgic memories and engender empathy among viewers.
2. Childhood Woes Marketing - Building marketing campaigns that leverage common though painful childhood experiences to create brand awareness.
3. Emotionally-charged Advertising - Developing advertising campaigns that evoke an emotional response from viewers to help build brand loyalty.
Industry Implications
1. Pharmaceuticals - Opportunities for pharmaceutical companies to use advertising campaigns that tap into common emotional childhood experiences to promote their products and brands.
2. Advertising - Developing campaigns that focus on the emotional connections between products and people instead of just product features and benefits, could be a disruption in the advertising industry.
3. Consumer Goods - Using emotional campaigns that tap into memories and promote empathy, the campaign’s success could disrupt the way consumer goods companies think about their marketing strategies.
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