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Marketers Burn Midnight Oil To Reach Young Men

  • NY Times, Monday, November 28, 2005 12:45 PM
Marketers of products for young males have decided to stay out late to reach their potential customers. In what appears to be a new trend, TV spots for products like energy drinks and deodorant body sprays contain sometimes suggestive themes and visuals focusing on young men engaged in late-night or early-morning social activities. At the same time, other marketers are focusing their television advertising efforts on late-night hours, hoping to reach younger men who stay up past midnight. Products being pitched in such nocturnal marketing efforts include Mountain Dew, After Hours body spray from Old Spice, and McDonald's. One print ad for After Hours depicts a neon sign reading, "A good night's sleep just means you had a really boring night." A television commercial features a doorman saying "Good morning" to people leaving an apartment building, and then greeting a young man entering the building with "Good night." An attractive woman exiting the building then casts a long look in the man's direction. The campaign, by the New York office of Saatchi & Saatchi, carries the theme, "Smell great longer, stay out later."



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