(click on the link below to see the entire ad. its not fitting correctly?)
http://i30.photobucket.com/albums/c308/natblonde17/playtexadbig.jpg
THE TV AD #1 - LONGER
THE TV AD #2 - SHORTER
- Critique for all three ads -
Hard/Soft Ads
Soft Ads: They present an emotional and physical tie to widely acknowledged sports and the activities morph into habitual evenings of dancing and partying.
Target Audience: Women (obviously). Probably a mass focused between women between the age group of their early 20s to late 50s.
Reaches their attention by showing that their product will move with them no matter what position they’re in, or where they go. “May the Best Protection WIN” and “Made to Match YOUR Best Moves” are their catch phrases.
Research – Planning
It’s a good ad. It emphasizes the fact that the new Playtex Sport will have lasting protection… that means no embarrassing leaks! The tennis player/party girl in the print ad is wearing a WHITE skirt to “prove” confidence. She goes from a tennis match to a nightclub without any worries.
The girls in the actual tv commercials are bending and twisting in every possible way…and then some. Portraying that the Playtex tampon will move with them at every degree and angle.
Color Pallet
In the print ad -
The transition of the girls’ activities flows and is easily read. The use of the mint green top and crisp white skirt gives a subconscious feeling of being clean and fresh. They keep it all neatly together with a black background so the eye immediately travels to the hazy court and focuses on the bright colors of the girl and all the text below.
In the other two tv ads –
Again they use a lot of crisp white and light colors with a heavy BLACK background so they are dramatic and bold actions.
Marketing – Branding – and International Marketing
Playtex Historical Timeline
1932
Playtex was founded in 1932 as the "International Latex Corporation" in Rochester, New York, selling latex products under the "Playtex" name.
1954
The Stanley Warner Corporation purchased a controlling interest in the Company and rapidly expanded the Company's operations.
1960
Playtex introduces its first infant feeding product
1968
Playtex introduces its first plastic applicator tampon.
1975
The Company is sold to Esmark, a diversified holding company.
1984
Esmark is purchased by the Beatrice Companies.
1985
The Beatrice Companies are purchased by Kohlberg Kravis Roberts investment firm.
1986
The Company is purchased by Drexel Burnham Lambert and the newly private organization is named Playtex Holdings.
1988
Playtex's Women's Apparel operations are spun off and sold to a third party.
1994
The Company goes public as Playtex Products Inc.
2005
Sales of Playtex's remaining non-core brand assets are completed.
(Playtex history from: http://www.playtexproductsinc.com/corppages/Corp_Company_history.asp)
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