Ladies, how healthy are your nails? Are they strong enough to slice through the top of an aluminum can? No? You're obviously not painting your nails with Nivea Calcium Power polish.
The fantastic ad for TBWA, Vienna tackles a desire many women have using visual extremism.
Instead of focusing on the internal, invisible health benefits of the added calcium, they focused on the aesthetic advantages the nail polish provides.
Implications - This approach is an effective one that caters to the modern generation of consumers, whose primary concern is often routed in presentation and aesthetics as opposed to quality and purpose. Nail care is a primary concern for many women, and with the variety of competition that exists in the industry, an approach like this one is sure to make a lasting impact.