Fit and Tall

Precise marketing strikes on target audience are best at places where this audience is concentrated. Take, for instance, women who want to be fit – the target audience for Special K cereals from Kellogg. Where do you find them en masse? Right – at fitness clubs! The problem with women there, though, is that they concentrate too much on abdominal crunches and pay too little attention to printed ads around. You can solve this problem by placing your ad directly at the crunch and by making it elastic.


The targeted woman not only notices the ad with its power slogan “Find your own shape” but she also witnesses the miracle-working effect of Special K cereal. You see: one moment the woman is fat and short, next moment – fit and tall. Ok, the message with becoming fit is clear how the cereal can make you taller? Don’t forget to call Kellogg’s hot line.

I think this brilliant advertising idea should not be wasted on one project alone. What about advertising steroids to men at body building clubs? Only this time the ad should be extended horizontally, not vertically. A tall and skinny guy becomes short and tough.

Via Cerebro Creativo

Related Tags: advertising, cereals, Kellogg, Special K, fitness