Devour Life. This seems personal somehow. Perhaps research suggested that my target demographic found that an active social life cost more than they could sometimes afford.
Inadvertently I ended up following the launch of this new California Cab, certainly not by choice, but by their sheer penetration of campaign messaging. Everywhere I looked, there it was telling me to Devour Life.
I have to give credit where credit is due. I don’t suppose that this brand made its way into my brain by sheer chance. I am their target market after all: a 28 year-old socially savvy, male go-getter with drop dead good looks and a charm that just won’t quit (oh just indulge me!).
I saw the campaign messaging on buses, in new papers, in digital ads, and most definitely displayed in LCBOs in wicker baskets as a sales promotion. These guys really covered all their bases.
Devour Life. This seems personal somehow. Perhaps research suggested that my target demographic found that an active social life cost more than they could sometimes afford. Perhaps this led to the insight that millennial men had the fear of missing out on social activity due to the struggle of making a decent living. I, for one can attest to the fact that the struggle is, in fact, real. Money is hard to come by at times and money does matter in social scenarios.
So creatives: the insight is that millennial men fear missing out on social scenarios because of financial constraints. Alright, well maybe from here we appeal to the male ego, to his drive, his fight, his need to wake up each morning to take a bite out of his day, to make it count, to devour life… to Devour Life.
The creative strategy could then become: show how the target market can devour life through attainable, aspirational imagery and messaging. Throw in some pictures of reasonable food pairings and you got yourself a campaign that sticks.
Case in point: my roommate strolled in with a bottle of Carnivore Cabernet last week and says to me, “hey, have you heard about this new wine? I picked us up a bottle.” …They got him… They got him good.