Now they tell me. Haggar® is targeting baby boomers. Huh?
Haggar has answered my question about who they are targeting with their new “Gentleman’s Disagreement” contest as well as their current advertising campaign. Baby Boomers. Really?
An article by by Suzanne Vranica, of The Wall Street Journal, reports that under the direction of CMO Stephen Croncota, formerly with Versace, “Haggar has abandoned its previous youth-themed ad strategy and is acknowledging that Haggar is a brand for average, middle-aged men who don’t read GQ and know nothing about the latest trends from Seventh Avenue.”
The article states that the television campaign features “ordinary-looking men between the ages of 30 and 45 in light-hearted situations,” and that’s true. Check out the ads on the company’s web site. Those guys are the target audience?
Do tell. Then why-oh-why have they decided to launch a contest featuring EIGHT GORGEOUS MALE MODELS? Does the average, middle-aged man know from male models? Would the guys in Haggar’s own TV spots relate to EIGHT GORGEOUS MALE MODELS?
Now comeon. A consistent message is probably important, don’t you think? Give me your opinion!
Haggar, Versace, Modeling Contest, Baby Boomers, Advertising, TV Spots, Malel Models
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