'Project Open-Minded' by Somersby Cider Tactically Gets Men Dancing
'Project Open-Minded' by Somersby Cider is encouraging men to unleash their inner dancers after finding out that 52% of men between ages 18 to 35 don’t dance at parties. The video displays a very unusual way to get men dancing at a party.
The campaign video features an experienced window cleaner of over 10 years. His name is Jurgen, who says he doesn't dance because he’s a man. However, the window cleaner, when placed in a party setting with music, swiftly wipes glass to the rhythm of the music. This catches attention and causes people to follow Jurgen’s moves: the crowd has loosened up.
Somersby wants people getting out of their comfort zones and enjoy the summer—while drinking Sumersby Cider, of course.
The campaign video features an experienced window cleaner of over 10 years. His name is Jurgen, who says he doesn't dance because he’s a man. However, the window cleaner, when placed in a party setting with music, swiftly wipes glass to the rhythm of the music. This catches attention and causes people to follow Jurgen’s moves: the crowd has loosened up.
Somersby wants people getting out of their comfort zones and enjoy the summer—while drinking Sumersby Cider, of course.
Trend Themes
1. Encouraging Male Dancers - Opportunities for innovative marketing campaigns that challenge gender norms and promote male dancing at parties.
2. Unconventional Brand Ambassadors - Potential for using unexpected individuals or professionals in advertising campaigns to capture attention and inspire action.
3. Social Experiment Advertising - Innovative approaches to advertising that involve real-life social experiments to create engaging and relatable content.
Industry Implications
1. Alcohol - Opportunities for alcohol brands to break stereotypes and encourage new consumer behaviors through creative marketing campaigns.
2. Advertising - Potential for advertising agencies to offer unique and unconventional methods for capturing audience attention and generating brand buzz.
3. Event Planning - Opportunities for event planners to create interactive experiences that challenge social norms and encourage participation.
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