Stock photo sites, enema marketers, and even Bollywood have recognized the power of the “Pink Dollar” – the upwards of $800 billion that gay and lesbian (plus bisexual, and transgender) consumers bring to the market.
So, I am wondering what's up with Sealy Mattress?
This stellar Superbowl ad delivers on multiculturalism; and their tagline – “Whatever you do in bed, we support it” – is both provocative and relevant in terms of the key benefit its mattresses deliver.
But, by choosing not to include a same-sex couple in its ad, Sealy not only undermines its tagline (perhaps warranting a disclaimer – "as long as you do it with a partner of the opposite gender") but also misses out on a prime opportunity to woo LGBT consumers, who have been found to be exceedingly loyal to brands to openly advertise to them.
There is, after all, a whole lot of truth behind the "Subaru driving lesbian" stereotype.
Among all the dropped balls both on the field and during the commercial breaks - this seems to me the one that hurts the most, in terms of opportunity lost for ROI.
It's a shame most advertisers are still advertising... traditionally and only to the traditional market. What they don't understand is that the so called minority segments of the population have been around long enough to have their own traditions. Traditions that they don't include. They still believe that non traditional marketing is just for African Americans and Hispanics. They are still going by the numbers and the numbers are not reality.
ReplyDeleteArlene
Different Heart Pulse Sounds with video
ReplyDelete1. http://www.youtube.com/watch?v=_sJ05t16IwE
2. http://www.youtube.com/watch?v=C-ZJv3tOYfw
3. http://www.youtube.com/watch?v=7N4viIanngg
Rock on! Stephanie - great find!! now I have to try to figure out how to get it on the page! Thanks!!
ReplyDelete