Marketing always tries to attract consumer to a specific product. As a marketer, you always want to make effective ads that will capture consumers’ attention into your product. As consumers sometimes we see ourselves in the ads either using the product or eating it. We always think about how would the shirt look on me, how would that taste if I ate it in this moment, but have we thought about how would it have a effect in our most closest friends?
Brazil’s Cesar Dog Food Company made a really effective marketing campaign targeting a specific segment: pet owners. An Extended self is any external object that we consider a part of us. Our pets often become a part of our extended selves. People who loved their dogs or cats, for example, often identify themselves with them and consider them a part of their life. Many people cherish these possessions as if they were part of them and Cesar’s Dog Food Co. decided to look further into this.
The advertisements that Cesar’s marketing campaign used were a series of ads in which they portrait owners and their pets resembling each other. This was very effective method because it attracted the consumer’s attention and created a connection with them by making them feel related to their message.
This created a breakthrough in the company’s history because after this campaign was released, their sales increased significantly. This is a great example of how can marketing be original, creative and effective. Who of all pet-lovers would not relate with this ad, seriously?
Source:
http://www.cesar.com/Splash/checkCountry.aspx