This CANIPEC Ad Warns Viewers of the Consequences of Not Using Conditioner
Simal Yilmaz — April 17, 2013 — Marketing
References: alazraki.mx & adsoftheworld
The new CANIPEC conditioner marketing campaign uses a humorous tone with its fear propaganda that warns viewers of the consequences of not using conditioner. This is the first of a collaborative effort of several of the CANIPEC member companies, under the CANIPEC umbrella.
The ad campaign has been overseen by the advertising agency Alazraki Transmedia Network in Mexico City, Mexico and directed by Angel Iglesias Jadraque. It features photos of four beautiful girls with dry hair in hyperbolic scales. Their hair is replaced by articles such as wire, tree branches, sponges and brooms.
The objective of the campaign is not to sell a particular brand of hair conditioner, but to address several myths that have prevented this category from developing in Mexico. The goal is to promote Mexican consumers to benefit from this category
of products as other consumers in the world do, and to enhance market growth.
The punchline is simple: “Wiress have never been attractive. Use Conditioner.” This statement is diligently repeated under every photo, paraphrased with the materials used to illustrate the girls’ embellishing dry hair.
The ad campaign has been overseen by the advertising agency Alazraki Transmedia Network in Mexico City, Mexico and directed by Angel Iglesias Jadraque. It features photos of four beautiful girls with dry hair in hyperbolic scales. Their hair is replaced by articles such as wire, tree branches, sponges and brooms.
The objective of the campaign is not to sell a particular brand of hair conditioner, but to address several myths that have prevented this category from developing in Mexico. The goal is to promote Mexican consumers to benefit from this category
of products as other consumers in the world do, and to enhance market growth.
The punchline is simple: “Wiress have never been attractive. Use Conditioner.” This statement is diligently repeated under every photo, paraphrased with the materials used to illustrate the girls’ embellishing dry hair.
Trend Themes
1. Humorous Fear Propaganda in Ads - Opportunity for companies to create funny and attention-grabbing ad campaigns that use fear to promote their products.
2. Addressing Myths in Product Marketing - Companies can take advantage of addressing misconceptions surrounding their product category to stimulate market growth.
3. Non-brand-specific Marketing Campaigns - Opportunity for companies to promote the benefits of a product category as a whole without promoting a specific brand.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to develop creative campaigns that use humor and fear to captivate audiences.
2. Beauty and Personal Care - Opportunity for companies in the beauty and personal care industry to challenge myths and increase consumer adoption of certain products.
3. Marketing and Market Research - Opportunity for marketing and market research professionals to analyze and address misconceptions surrounding product categories to drive market growth.
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