Who’s Fit?

FitBit have done the ultimate in non-targeted advertising with this advertisement, as seen on television and YouTube. Through not targeting FitBit products to a particular audience, or even advertising a particular product, they are emphasizing the brand is for anyone. In turn, this widens the awareness of the brand across multiple demographics, broadens the target audience and expands sales. It is encouraging to see brands transitioning away from tradition ‘target marketing’ and moving towards mass marketing.

FitBit should also be commended on the simplicity of the advertisement. With a relatively simple idea, a large audience is captivated and intrigued in what this product actually does.  One will only hope subsequent marketing on the same medium will provide an explanation of the product.

Brands changing the way consumers think.

You can have best marketing campaign of the year, however if the consumer cannot access your product, it is of no benefit to the company. With new avenues for consumers to access products brands such as the Dollar Shave Club and Love Lois are challenging the way consumers think and purchase personal hygiene products in Australia.

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