Mount Franklin's 'Perspiration Hydration' Commercial is Revealing
Jana Pijak — February 17, 2017 — Marketing
References: mountfranklinwater.au & youtube
Mount Franklin is an Australian spring water brand that is known for its suited mascot and humorous ads. The embodiment of freshness and purity, the water is locally sourced from springs across the country and is promoted with a fun and suggestive commercial that will appeal to Millennial audiences.
Starring a blonde and suited brand ambassador, the 'Perspiration Hydration' television spot captures the subject as he barbecues. In addition to a powder blue suit -- an outfit that appears too formal for a relaxed barbecue setting -- the actor also dons a printed apron that boasts an image of a shirtless chest.
The commercial concludes with the subject removing his apron, only to reveal a cut-out in his suit. The result is a half suited and shirtless look that is outlandish and unexpected -- a theme that will resonate with a younger audience who is likely to respond positively to this ad's bold humor.
Starring a blonde and suited brand ambassador, the 'Perspiration Hydration' television spot captures the subject as he barbecues. In addition to a powder blue suit -- an outfit that appears too formal for a relaxed barbecue setting -- the actor also dons a printed apron that boasts an image of a shirtless chest.
The commercial concludes with the subject removing his apron, only to reveal a cut-out in his suit. The result is a half suited and shirtless look that is outlandish and unexpected -- a theme that will resonate with a younger audience who is likely to respond positively to this ad's bold humor.
Trend Themes
1. Humorous Advertisements - Incorporating fun and comedy in ads can appeal to younger audiences, creating a disruptive marketing opportunity.
2. Local Sourcing - Prioritizing locally sourced ingredients can be a trend that attracts consumers who are looking for sustainability from their products.
3. Unconventional Marketing - Producing ads that are unexpected and outside of industry norms can disrupt the status quo, generating buzz among consumers.
Industry Implications
1. Beverage - Humorous advertising and locally sourced ingredients can attract younger consumers to the beverage industry, creating an opportunity for disruptive innovation.
2. Fashion - Unconventional marketing strategies can create buzz for fashion brands seeking to differentiate themselves in today's crowded markets.
3. Barbecue - Creating humorous advertisements that appeal to a wider demographic can attract new consumers to the barbecue industry, leading to innovative approaches to marketing and product development.
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