Ok I’m going to be honest here I’ve never bought or worn men’s underwear but if I were to suddenly start doing so I think I’d be a boxer – brief kind of girl. Don’t ask me why because I’m not entirely sure, I just feel like it would be the best of both worlds. All right enough about my underwear preferences, lets focus on Justin Biebers’! Woohoo an excuse to research guys in underwear! By now I’m sure you’ve all heard about the photoshop scandal involving Justin and his recent campaign for Calvin Klein and if not I have happily provided you a before and after shot of the enhancing that happened below!
Now that you’ve seen it I’m sure you have an opinion on many items! Well so do I! Lets evaluate its effectiveness:
Is it effective? Why or Why not?
In some ways it’s effective but mostly negative. The only thing going for this ad is that it has gotten a TON of press, though its mostly negative, people are talking about and Calvin Klein brand awareness levels are surely rising.
Does it stimulate a positive response?
NO. While doing my research for this post the only positive responses were coming from beliebers (shotout to @Xoxxbiebersgurl- Hey Gurl Hey)! Other than that there was a TON of negative responses for two reasons: Justin Bieber modeling men’s underwear and the large amount of Photoshop manipulation!
Does the target market view the offer favorably? Why?
When I think of Calvin Klein’s target market I think of stylish men and women in their late 20’s and 30’s. But this ad is not for the typical Calvin Klein target market. The purpose of this ad is to reach a new target market: pre teen/ teen girls, who thanks to Justin, will want their boyfriends to wear them and they’ll want to wear the women (or men’s, I’m not judging). So yes their new target market view this offer favorably but for their existing target market not too much.
This was a risky move for Calvin Klein and I hope it pays off for them! Agree, disagree or have something to add? Leave a comment I would love to hear from you!
P.S. Check out this hilarious spoof SNL did of the campaign (I laughed so hard I cried, unfortunately it was in a very public place and as we all know I'm not a pretty crier).
No comments:
Post a Comment