Seventy-Two Hour Deoderant?

[andy-hughes]

I wonder what the target audience is for this commercial?

If you are someone who has sufficient notions of personal hygiene that you use deodorant, then surely you would not be going seventy-two hours without washing, and thus being the target market for this product?

Any thoughts?

[barry1010]

Festival goers

[barry1010]

It's similar to people who want to buy cars capable of 120mph + when they will never go over 70 - they believe that the car will be better at 70 than a car with a top speed of 90.

[daveinscotland]

Often wondered that myself. I shower at least once a day, who is going for 3 days without? Wild campers? Mountaineers?
Not sure who the tagline in the ads are aimed at.

[Mozz71]

Teenagers

[Buenchico]

Reading the hype from the manufacturer, it would seem that the message is meant to be "If you use a lot of this stuff, it will give you 72-hour protection. So think just how good it must be normal everyday use!"

Quote:
"It’s quite simply our best-ever antiperspirant technology. Used at low levels, it gives invisible protection without compromising sweat and odour performance. Used at higher levels, it gives unprecedented performance which allows us to deliver 72 hours of non-stop sweat and odour protection for the first time."

Source:
https://www.unilever.com/news/news-search/2022/how-we-made-our-most-effective-deodorant-yet/

[gingejbee]

It would have been very useful for my three nights and three days on the Trans-Siberian Express!

[goodgoalie]

[Sam1960]

^
lol ; )

[ladybirder]

Very funny gg.

[Zacs-Master]

Cruise ship speakers?

[andy-hughes]

Hardly zacs, we are a hyper-hygenic sweet-smelling bunch, at all times!

[andy-hughes]

Buenchico - I can understand the parallel with cars that Barry is offering, although I think it's a poor comparison, and of course I take your research as the reasoning offered, but I wonder if it I'd a valid scenario for a customer who is unlikely to be swayed by such an argument.

I suspect that most users are like me, the brand and boasts are irrelevant - if it does the job, and they all seem to, then the fiber points don't influence my brand decision in the slightest.

That said, I understand the difficulties in trying to get ahead of the competition when advertising a product with no useful USP that puts it ahead.

[naomi24]

The 72 hours claim simply enforces the idea that it's extremely effective for shorter periods too. It's not really aimed at people who go 72 hours without washing.

[youngmafbog]

No good for the Just stop oil crowd then or anyone else of a similar ilk who doesnt wash?

[naomi24]

I expect it works for them too. :o)