![]() ![]() Generically speaking, the term bear is used to describe men who portray the aesthetics of working-class manhood. Rowse have injected life into their brand, and the beauty of this campaign is that it could last for years if Rowse and agency BMB can create great content that fits in with the brand. A very lucrative and sweet campaign.In gay culture, in particular in the gay male subculture, gay bears, more commonly referred to as just a bear, is a larger - and often hairy - bisexual or gay man who is seen to portray or display a form of untamed, rugged, wild masculinity, often with a full beard, chest hair, and a lot of other body hair. He’s a great role model, athlete and ambassador. And obviously don’t mind Matt Lister being very popular on socials. Rowse and their advertising agency BMB have been very particular with choosing their bears. They are being very strategic to align with new cooking show spots and drip feed the story of the bears and intertwine the entertaining cooking show, as well as a little about the bears. As shown in the recipes or on the Rowse Insta page. The Rowse honey Instagram page has also grown in numbers, but they aren’t bombarding you with too many photos, or too many posts. Timing: it’s cooling down in the UK, so what’s a perfect way to warm you up? Porridge of course, with Rowse honey drizzled over an array of nuts, fruits, but delivered by the 3 bears in a fun way. Further, by using social media platforms: Instagram and YouTube, out of home (OOH) and sponsoring of Stylist magazine have proven to be perfect mediums. ![]() And the secondary audience of already-using honey consumers would also catch on to the sweetness of the campaign. The choice of millennials was the perfect audience for Rowse to target. Three, two minute Youtube clips have been released to coincide with new recipes, new cheekiness and insights into the bear’s lives and personalities. Content that is fun and delivered in media that the audience listen to, watch and read. Give them reasons to use your product, and value add with ideas, recipes, information and drip feed content to them by funny and lovable man-bears. Next, choose an audience who may not be ‘into’ honey. Third, if you want people to consume more of your product, and create loyalty, what can marketers do? You find a solution for non-honey eaters and give them reasons to notice you and to consume more honey. If you want someone to like you, you must be transparent and authentic. By using bears, big burly gay man-bears to lure us in, like bees to a honey pot! The lads are funny, handsome, very genuine. Second, if honey isn’t sexy, then how do marketers, or specifically Rowse make it so? By using likable characters, creating excitement and adorable stories. is empty calories that aren’t refined sugar – less bad than sugar for diabetics.is full of antioxidant powerhouses so can help reduce blood pressure.But this campaign from Rowse draws on emotional, nostalgic and slice of life strategies, that sees us sit up at the breakfast table, and want to rediscover honey.įirst,who knew of the many amazing benefits of honey? They’re not exactly page 1 news anymore! But the many studies conducted tells us that honey: It isn’t exciting anymore! In Australia, the ants love it, so often we don’t buy it. We may use it in when we’re baking muffins, or honeyed carrots (a bit more nostalgia from my childhood now), but it’s just always there. We probably have a jar in our pantry cupboard. We all know of honey and most of us like it, or cook with it. Also to whom the campaign was targeted – Millennials are loving it, as well as any other three bear fairytale and honey lovers. What could have gone terribly wrong, or misrepresented in a world where things get misconstrued, has been applauded by the LGBT community. Rowse have nailed this campaign, playing on the global success of the many cooking shows and nostalgia. And who would know who to cook porridge better than the three bears? Nobody! They are such an authority on porridge making them a credible source. Our loveable three man-bears are cheeky hosts for a breakfast cooking show. Circa 2017, Goldilocks is nowhere to be seen, but rather three burly gay man-bears. ![]() We all know that the bears love porridge. ![]() We all know the old story of Goldilocks and the three bears. Some are against it, but most are loving the cheeky way Rowse are making audience connections. While Britain may be going a little bit crazy for the new Rowse honey campaign, viewers and ad experts around the globe are tuning in to Rowse’s take on the Three Bears. ![]()
0 Comments
Leave a Reply. |