23&Me's 'Meet Your Genes" Ads Personify Some of Your Genetic Makeup
Ellen Smith — September 29, 2018 — Marketing
Understanding one's genetic makeup can be a confusing process, but 23&Me's latest ad campaign dubbed "Meet Your Genes" is aiming to negate some of that misunderstanding.
With each 30-second ad spot, the personal genetic testing company is introducing the viewer to a unique gene that contributes to who you are. The personified genes explain how they're responsible for gluten intolerance, caffeine consumption, sleep movement and muscle composition. In one particular ad, two genes that are responsible for celiac disease explain that they "get a little confused by gluten," and continue to explain that "Where you see a Continental breakfast, we might see a security breach."
The ads conclude with the tagline "there's a whole world of genes just waiting to meet you."
With each 30-second ad spot, the personal genetic testing company is introducing the viewer to a unique gene that contributes to who you are. The personified genes explain how they're responsible for gluten intolerance, caffeine consumption, sleep movement and muscle composition. In one particular ad, two genes that are responsible for celiac disease explain that they "get a little confused by gluten," and continue to explain that "Where you see a Continental breakfast, we might see a security breach."
The ads conclude with the tagline "there's a whole world of genes just waiting to meet you."
Trend Themes
1. Personified Gene Marketing - Brands can create humorous and relatable advertisements by personifying genes and explaining their influence on traits or conditions.
2. Genetic Education and Communication - Companies can focus on simplifying genetic information and promoting understanding through creative ad campaigns.
3. Consumer Interest in Gene Testing - As more people become curious about their genetic makeup, there is a growing market for personalized gene testing services.
Industry Implications
1. Genetic Testing Services - Companies providing gene testing services can leverage humorous and educational marketing strategies to attract and engage consumers.
2. Advertising and Marketing - Ad agencies and marketers can explore new approaches to create entertaining and informative ads that communicate complex scientific concepts.
3. Health and Wellness - Brands in the health and wellness industry can incorporate genetic testing as part of personalized solutions and promote understanding through creative messaging.
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