Personal care company Native has released a full-page ad in the New York Times announcing the end of its Pumpkin Spice Latte product line. Far from a straightforward announcement, the ad uses the opportunity to playfully roast the ubiquitous fall flavor/scent, telling customers -- as well as themselves -- that "you have bad taste."
The ad comes as the first installment of the brand's larger roast-inspired campaign, which is being launched to promote its latest coffee-house scented line. “We had a good four year run with Pumpkin Spice Latte and it was fun while it lasted," said Meng Li, the Vice President of Marketing at Native. Now the company looks to abandon the latte-loving craze and all its cliche, meme-worthy associations.
No doubt, this copy-heavy newspaper ad has an old-school feel, giving it a refreshing appeal while bolstering its bold and hilarious message.
Image Credit: Native
What Makes This Trend Stand Out
- Humorous Ad Campaigns
- Opportunity for brands to engage with customers using fun and playful copywriting.
- Coffee-scented Personal Care Products
- Growing trend in the personal care industry, giving consumers the ability to enjoy their favorite coffee scents throughout the day.
- Moving Beyond Seasonal Scents
- Opportunity for brands to innovate and move beyond the tired and overdone seasonal scents that customers have come to expect.
Sectors Adopting This
- Personal Care
- Humorous campaigns and unique scent offerings can help brands stand out in the crowded personal care industry.
- Food and Beverage
- Brands can leverage the popularity of seasonal flavors like pumpkin spice to create unique and exciting products that appeal to customers.
- Advertising
- Brands can learn from Native's innovative approach to advertising, using humor and unexpected messaging to engage with customers.
