Kenneth Cole Looks to Revive the Gentleman
Michael Baxter — March 9, 2014 — Marketing
References: mankindfragrance & psfk
Kenneth Cole is doing something new by bringing back something very old. Kenneth Cole's new marketing campaign will look to push men to be more chivalrous in public.
Most would say chivalry is dead, to which there are a host of opinions. On the one hand, there's a large group claiming that the acts of chivalry are no longer necessary or warranted while on the other, there's a push for its return. Kenneth Cole is of the latter.
Cole is using Google Glass to document men doing 21 random acts of kindness and sending the documentation in. If users complete these tasks then they are entered for the chance to win the entire Mankind toolkit collection, valued at $1,000.
Most would say chivalry is dead, to which there are a host of opinions. On the one hand, there's a large group claiming that the acts of chivalry are no longer necessary or warranted while on the other, there's a push for its return. Kenneth Cole is of the latter.
Cole is using Google Glass to document men doing 21 random acts of kindness and sending the documentation in. If users complete these tasks then they are entered for the chance to win the entire Mankind toolkit collection, valued at $1,000.
Trend Themes
1. Chivalrous Marketing Campaigns - Opportunity for other companies to encourage positive social behavior in marketing campaigns.
2. Use of Wearable Technology in Marketing - Potential to increase engagement and interactivity with consumers using new technologies.
3. Promotion of Good Deeds - Opportunity to use marketing campaigns to promote positive social change and encourage good behavior.
Industry Implications
1. Fashion Industry - Fashion brands can use marketing campaigns to promote social behavior and present themselves as socially responsible.
2. Consumer Electronics Industry - Opportunity for consumer electronics companies to incorporate their technology into marketing campaigns and increase product visibility.
3. Marketing and Advertising Industry - Industry professionals can explore new and innovative ways to promote positive social change through marketing campaigns.
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