If there’s a product which knows its target market better than Budweiser, I have not seen them. Teenage guys, I mean 21+ males, have got to identify with the dorks who are the butts of their 30-second video one-liners. I know I do.
The New York Times digs deep to uncover the plans of Wal-Mart to add upscale merchandise in some of the newer stores in more affluent areas. But will it offend their traditional customers, the intrepid reporter asks. Earth to New York Times. Earth to New York Times. Have you ever been to a Wal-Mart before? Each store can merchandise for local tastes. The one in Nashville is jammed with Titans merchandise each fall. Go to any Wal-Mart near a beach and you’ll find it loaded with sun tan lotion, floats and salt-water fishing gear. Go to a southwest Alabama Wal-Mart in the fall and you’ll find it stocked with turkey and deer hunting gear. One of the keys to Wal-Mart’s success is the localization of merchandising rather than the one-size-fits-all-locations approach of other big boxes. If they’re moving into upscale towns, anticipate upscale merchandise. And I can assure you their traditional customers in Cullman County, Alabama will have no idea, nor care, what the Cape Cod Wal-Mart is stocking.
The greatest commercial I have ever seen is the current 90-second spot from Nike titled “Move.” The music. The cinematography. The editing. The timing. On-and-on, this is great. Has the essence of a brand ever been captured more in a television commercial? Makes me want to start running again tomorrow. Too bad Nike doesn’t make my narrow width. Guess I’ll go drink a Budweiser instead.