The 'Kiss' Ads Have Gum Bubbles Transforming into Lovers
Alexander Lam — June 9, 2013 — Marketing
References: ibelieveinadv
In the 'Kiss' ads promoting for Topline Gum, gum bubbles transform into the heads of lovers. Each print ad features a different person-gum couple engaging in some light lip-locking action. Along with the image of sweet make-outs is the text "Made for kissing" arranged in the form of luscious lips.
The gum featured in the ads includes mint, strawberry and bubblegum. Each flavor has its own distinct color of gum head and text accompanying it.
Designed by Brazilian ad agency 'Leo Burnett Tailor Made,' the ads are meant to emphasize Topline's strong brand that focuses on kissing. Past campaigns have also been centered around the gum's potential for pre-kiss freshening. The current print ads continue with the same thread as past ads while targeting both men and women.
The gum featured in the ads includes mint, strawberry and bubblegum. Each flavor has its own distinct color of gum head and text accompanying it.
Designed by Brazilian ad agency 'Leo Burnett Tailor Made,' the ads are meant to emphasize Topline's strong brand that focuses on kissing. Past campaigns have also been centered around the gum's potential for pre-kiss freshening. The current print ads continue with the same thread as past ads while targeting both men and women.
Trend Themes
1. Personalized Print Ads - The 'Kiss' ads demonstrate the use of personalized print ads to reach and engage with target audiences.
2. Brand Association with Emotion - Topline Gum uses emotion to market their product as a unique and memorable experience, which can be applied to any industry for effective branding.
3. Experiential Marketing - The campaign focuses on the experience of kissing and fresh breath, demonstrating the potential for businesses to market their product based on an experience rather than its physical attributes.
Industry Implications
1. Food and Beverage - Brands in the food and beverage industries can use experiential marketing and personalization techniques to improve customer experience and brand recognition.
2. Fashion and Beauty - Personalized print ads and emotional branding strategies used in the 'Kiss' ads can be applied to the fashion and beauty industries to showcase a unique customer experience and foster brand loyalty.
3. Entertainment - Entertainment businesses can create unique and memorable experiences for their audiences through experiential marketing, like the emphasis on kissing in the Topline Gum campaign.
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