To direct marketing towards a younger demographic than the target consumer base can be a great strategy for selling products to an older crowd; yet this campaign revolving around celebrity underwear underlines an issue that does plague a broad age group.
Teaming up with the V Foundation with its research into prostate cancer, this Depends selling strategy uses famous models in the 35 to 55-year-old range. The truth is that illnesses and urological conditions can creep up earlier in life than one might expect, so it's important to bring awareness to all adults, whether they're baby boomers or senior citizens.
The Great American Try-On was a clever campaign by Depends, getting well-known athletes and entertainers to don disposable adult diapers. The promotional effort shows that these high-profile, active and attractive people can keep up their pursuits and their looks, wearing a the Silhouette and Real Fit absorbent underpants.
Celebrity Underwear Endorsements
Great American Try-On by Depends Puts Products on Active Stars
Trend Themes
1. Health Awareness Campaigns - Campaigns focused on health awareness can be used to market products to a younger demographic and older crowd alike.
2. Celebrity Endorsements - Using celebrities to promote products can be an effective advertising method.
3. Disposable Underwear Market - The recent promotion shows a growing interest in the disposable underwear market and its potential for growth.
Industry Implications
1. Healthcare - Opportunity for healthcare providers to collaborate with companies on health awareness campaigns.
2. Consumer Goods - Opportunity for consumer goods companies to explore collaborations with celebrities and influencers for advertising purposes.
3. Personal Care Products - The growing interest in the disposable underwear market presents an opportunity for personal care product companies to expand their offerings.