'Beautiful' Women Get Free Meal at Brazilian Restaurant Spoleto
Meghan Young — May 31, 2013 — Marketing
References: artplan.br & fastcocreate
Earlier this year while the world acknowledged International Women's Day in various ways, Brazilian restaurant Spoleto decided to create a campaign that not only celebrated it but also helped to make a difference. In the same vein as Dove's 'Real Beauty' campaigns, it offered free meals to beautiful women. Of course, there's a clever catch.
Instead of relying on other people's subjective judgements, the Brazilian restaurant Spoleto asked the women themselves if they believed they were beautiful. If they said yes, they would get the free meal. Hence, it encouraged a boost in self-esteem.
Created by Rio-based agency Artplan, the Brazilian restaurant Spoleto saw a significant 35% increase in sales. Thus, it promoted positivity in various ways, not only when it came to feelings.
Instead of relying on other people's subjective judgements, the Brazilian restaurant Spoleto asked the women themselves if they believed they were beautiful. If they said yes, they would get the free meal. Hence, it encouraged a boost in self-esteem.
Created by Rio-based agency Artplan, the Brazilian restaurant Spoleto saw a significant 35% increase in sales. Thus, it promoted positivity in various ways, not only when it came to feelings.
Trend Themes
1. Self-esteem-boosting Campaigns - Creating campaigns that promote self-esteem and positive body image can lead to increased sales and customer engagement.
2. Subjective Empowerment Initiatives - Empowering individuals by allowing them to define their own beauty can be a successful marketing strategy.
3. Emotional Marketing Strategies - Engaging customers on an emotional level through campaigns that celebrate self-worth can result in a positive impact on brand perception and sales.
Industry Implications
1. Restaurant Industry - Restaurants can explore self-esteem-promoting campaigns to attract more customers and increase sales.
2. Advertising and Marketing Industry - Advertising and marketing agencies can develop strategies that empower individuals and promote positive self-image to enhance brand reputation and customer loyalty.
3. Beauty and Personal Care Industry - Companies in the beauty and personal care industry can embrace campaigns that emphasize the importance of self-worth and redefine beauty standards to connect with consumers on a deeper level.
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