Know-How Exchange : Advertising/PR

Let me challenge one of the basic assmptions inherent in your question: why do you "need an extremely new and exciting way of capturing their attention and holding it."

More campaigns have been sunk because the advertiser felt that new or different or innovative was the secret to effective ads.

New, different, innovative may get Clios but they may not sell green beans.

After all, the reason most ads are predictable, cliched, safe is because they follow models that are known to work. Models that are often old as Methusela (or David Ogilvy for that matter whose "Ogilvy on Advertising" is I think a must read for you).

So my suggestions is you reframe your question like this:

"I need an extremely effective and proven way of capturing their attention and holding it, so they trial and repeat purchase this range for years to come."

Then see how your potential competitors in both product and market spaces advertise.

I mean, what could be more traditional and cliched than Hannah Montana staying fresh all day with your product?

Or more effective?

My comment to you would be this:

The span of 10 - 16 is very large. 10 - 12 are looking for entirely different things than 13-14 and 15 - 16. If you skew toward the younger, you're going to miss the older. Skew older and you may go over the head of your younger demo.

As a mother of your demo (13) and a marketer, I will give you my opinion. I know my daughter won't use a grown-up deodorant. It HAS to be young and geared to teens. And I have a feeling there are a whole lot more out there just like her.

Net/net advice:

1. Think about tightening your demo
2. Definitely conduct focus groups beforehand to get your launch points.


Hope that helps,
Donna
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