幽默天然體香劑廣告活動
Native 推出廣告調侃南瓜香料拿鐵愛好者
個人護理公司 Native，於《紐約時報》上刊登一則全版廣告，宣布其南瓜香料拿鐵產品系列正式退場。這則廣告並非單純的宣布，而是藉此機會，俏皮地調侃這股無處不在的秋季風味／香氣，向顧客——同時亦是向自己——直言「你的品味實在不敢恭維」。
這則廣告，是品牌更大型、以「調侃」為靈感的活動的第一波，此活動旨在推廣其最新推出的咖啡館香氣系列。Native 營銷副總裁 Meng Li 表示：「我們與南瓜香料拿鐵，共度了美好的四年時光，這段日子確實充滿樂趣。」如今，這家公司希望擺脫這股全民熱愛拿鐵的風潮，以及隨之而來所有陳腔濫調、易於製成迷因的種種聯想。
無疑，這則以文字為主導的報紙廣告，帶有一種老派的質感，為其大膽且爆笑的訊息，注入一份清新的吸引力。
英文原文
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.
- 來源
- Trend Hunter
- 發布
- 2021-08-16
- 品類
- 出處
- thedrum, native