The Lipton Green Tea with Citrus commercial features talking fish and other seafood creatures who come alive at the fish market. The tag line with this ad is "Drink on the bright side."
The point of this ad is to associate the pseudo-musical ad campaign with happiness and then associate that happiness with Lipton.
Implications - Marketers are increasingly using anthropomorphism in advertising campaigns to capitalize on the wave of humanized pets that have gone viral on Internet communities such as YouTube and Twitter. By assigning humanlike features to animals, such as the ability to speak or dance, ad creatives can create humorous, shareable campaigns that get potential customers talking.
Key Themes Behind This Trend
- Anthropomorphic Advertising
- Marketers are using anthropomorphism to create humorous and shareable campaigns.
- Humorous Ad Campaigns
- Humorous ad campaigns are becoming increasingly popular as a way to capture customers' attention and generate buzz.
- Viral Marketing
- Using shareable campaigns that get customers talking is an effective way to promote brands and products.
Where This Applies
- Food and Beverage
- Anthropomorphic advertising can be a disruptive innovation opportunity for food and beverage companies looking to create engaging and memorable campaigns.
- Entertainment
- Humorous ad campaigns and viral marketing can be a disruptive innovation opportunity for the entertainment industry to promote films, TV shows and games.
- Consumer Goods
- Using anthropomorphism in advertising can be an effective way for consumer goods companies to differentiate their products and connect with customers on an emotional level.
