The Aleve Campaign Targets People with Really Stiff Joints
Meghan Young — March 20, 2012 — Lifestyle
References: bbdo & ibelieveinadv
With age, people’s bodies are not the well-oiled machines that they used to be, but the Aleve campaign hopes to help change that. It promotes a solution “for really stiff joints,” as the tag line states simply.
The Aleve campaign was conceived and executed by BBDO, an ad agency based in Toronto, Canada. Art directed by Jaimes Zentil with creative direction by Carlos Moreno and Peter Ignazi, the Aleve campaign is comprised of three images that depict stiff joints as boxy hinges that are useless during such activities as jogging as well as playing tennis and golf. It also revolves around older individuals who happen to be the company’s obvious target market.
The Aleve campaign was photographed by Philip Rostron against a white backdrop and imaginatively post produced by Instil Productions.
The Aleve campaign was conceived and executed by BBDO, an ad agency based in Toronto, Canada. Art directed by Jaimes Zentil with creative direction by Carlos Moreno and Peter Ignazi, the Aleve campaign is comprised of three images that depict stiff joints as boxy hinges that are useless during such activities as jogging as well as playing tennis and golf. It also revolves around older individuals who happen to be the company’s obvious target market.
The Aleve campaign was photographed by Philip Rostron against a white backdrop and imaginatively post produced by Instil Productions.
Trend Themes
1. Joint Health Products - The trend highlights the need for effective joint health products targeted at older adults experiencing stiff joints.
2. Creative Campaigns for Health Products - The campaign serves as an example of creative advertising campaigns that can help promote health products to target audiences.
3. Age-specific Marketing - Targeting older adults with health issues such as stiff joints highlights the need for age-specific marketing techniques.
Industry Implications
1. Pharmaceuticals - Pharmaceutical companies can innovate and create joint health products aimed at older adults with stiff joints.
2. Advertising - Ad agencies can develop creative campaigns that increase awareness of health issues in the target audience, with a goal of improving their quality of life.
3. Marketing - Marketing companies can explore age-specific marketing techniques to promote health products and services to older adults experiencing specific health issues.
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