Puff Daddy Aims to End Counterfeit Culture
Jeremy Gutsche — December 11, 2006 — Pop Culture
References: dontbuyalie & thestar
This weekend the Star covered a new anti-counterfeit campaign launched by Sean John (aka Puff Daddy). Can a hip rapper change our counterfeit culture?
Implications - Campaigns that are marketed towards ending counterfeit products tend to be disregarded amongst audiences; however, companies can play off of the fact that consumers have been proven to feel more happier with authentic products. Anti-theft campaigns need to be driven by audience inventive, as a consumer benefit drives a larger positive response to the message. Companies who are able to recognize that the target audience has a need for self-satisfaction can utilize the idea that luxurious goods will cause an increase in users' social standing to their advantage.
Implications - Campaigns that are marketed towards ending counterfeit products tend to be disregarded amongst audiences; however, companies can play off of the fact that consumers have been proven to feel more happier with authentic products. Anti-theft campaigns need to be driven by audience inventive, as a consumer benefit drives a larger positive response to the message. Companies who are able to recognize that the target audience has a need for self-satisfaction can utilize the idea that luxurious goods will cause an increase in users' social standing to their advantage.
Trend Themes
1. Authenticity Campaigns - Companies can launch campaigns that promote authentic products and tap into the audience's desire for genuine items.
2. Consumer Benefit-driven Anti-counterfeit Campaigns - Campaigns that highlight how using authentic products can benefit consumers and improve their satisfaction levels.
3. Luxury Goods as Social Status Indicators - Identifying the target audience's need for status and using luxurious goods as a way to fulfill this desire.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can launch anti-counterfeit campaigns that highlight the benefits of using genuine products.
2. Consumer Electronics - Consumer electronics brands can emphasize the importance of buying authentic products to improve the product's performance and lifespan.
3. Pharmaceuticals - Pharmaceutical companies can launch anti-counterfeit campaigns to promote their products as genuine, safe, and effective.
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