African American Market
A look at how multicultural marketing can extend your marketing efforts.
Gillette needed to resonate with younger, Ethnic men, who are less likely to be clean shaven. To help manage their facial hair styling needs and grow category share, Gillette created the Fusion ProGlide Styler. However, for these guys Gillette is too “clean cut” and safe, so Gillette had to redefine brand behavior to establish credibility in the world of style.
The Prepaid card competitive landscape had long been filled with low-budget production, DRTV-style ads, encouraging late-night TV viewers to "call now!" with the benefit of "no credit check!" and the knowledge that unlike traditional credit and debit, "you can qualify!" The key to breaking this category convention was going to be uncovering audience truths through research.