Sharpie Ad Campaign Focuses on an Unconventional Artist
Christopher DeLuca — August 7, 2011 — Pop Culture
The new Sharpie ad campaign focuses on the story of coffee cup artist Cheeming Boey. The Malaysia-born artist creates fantastically detailed creations on standard coffee cups. Cheeming describes that growing up, he was not good at math or English and found a natural home in the arts.
The Sharpie ad campaign follows Cheeming in his home, where he reveals his plan to travel and see the world creating his art. The ad certainly portrays an attractive lifestyle: an artist who creates works that he loves finally setting out to travel the world. Sharpie has created a campaign that captures the imagination.
Implications - Youth consumers are attracted to alternative lifestyles that differ from those of their parents. This desire stems from a desire for freedom and mobility. Companies should take this mindset into account when creating products or campaigns for this group.
The Sharpie ad campaign follows Cheeming in his home, where he reveals his plan to travel and see the world creating his art. The ad certainly portrays an attractive lifestyle: an artist who creates works that he loves finally setting out to travel the world. Sharpie has created a campaign that captures the imagination.
Implications - Youth consumers are attracted to alternative lifestyles that differ from those of their parents. This desire stems from a desire for freedom and mobility. Companies should take this mindset into account when creating products or campaigns for this group.
Trend Themes
1. Youth Lifestyle - Capitalizing on the desire for freedom and mobility in youth consumers by creating products and campaigns that promote alternative lifestyles.
2. Artistic Expression - Tapping into the growing interest in art as a means of self-expression and creating opportunities for artists to showcase their talent.
3. Narrative Advertising - Using storytelling techniques in advertising campaigns to capture the imagination and engage consumers.
Industry Implications
1. Consumer Goods - Developing new products that cater to the desire for alternative lifestyles and artistic expression.
2. Marketing and Advertising - Utilizing narrative advertising strategies to create compelling campaigns that resonate with consumers.
3. Travel and Hospitality - Aligning with artists and creators to provide unique travel experiences that cater to the desire for freedom and self-expression.
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