Gatsby’s Moving Rubber

Client: Gatsby

Objective:

The advertising needs to address the crippling problem of not having a strong enough hair styling product to keep one’s hair “perfect” while they maintain their hectic and chaotically fun lives. Being active means having the possibility of ruining one’s “do” through wind, sweat and other external factors. But, with Moving Rubber by Gatsby, one does not need to worry as this hair wax provides strong hold to combat the environment but maintains the ability to correct and restyle if a new look is to be dared.

Benefits of the product:

The benefits are that Moving Rubber Hair wax provides a strong hold that keeps your hair styled for long periods of time. It also allows the wearer to easily manipulate and restyle if needed. Moving Rubber is both convenient and effective.

Target Audience

The target audience for this advertising campaign is asian and asian-american men around the ages of 21-35. This audience is either  currently in college or has graduated college and is currently receiving an income of $25,000+. The target audience is geographically located in large cities such as San Francisco and New York City, but there is potential audience members all over the nation.

This target audience is very interesting when it comes to purchasing trends. Because asian and asian-americans have the highest median income, they are willing to spend money for brand name items, lavish dinners, and entertainment. Young asian and asian-american men live active lifestyles and therefore “going out” is a common theme on the weekends.

Fashion is a highly praised cultural aspect for many in this audience. Since the cosmetics and skin and hair care product market in asian countries is  rapidly increasing, it is safe to say that the asian demographic puts high value on appearance. Large sums of money spent on hair products, cosmetics and clothing is not seen as wasteful.

The Gatsby brand is one Japan’s number one hair product brands. With that being said, the current brand perception is already in good favor by the asian consumers and is seen as a premium hair style product.

Competitor Analysis:

Competitors for Gatsby’s entrance into the American market are brands like American Crew, Axe, and Redken. There are many brands that provide quality hair styling products for men, yet most of the advertisement is lost. Most hair style product advertising is focused on the female demographic. Therefore an opportunity for Gatsby is to provide high quality and highly persuasive advertising content that appeals to the male demographic and the asian/asian american male demographic, since asian/asian male targeted ads are quite rare.

Brand Personality:

Gatsby’s personality is that it is serious in nature in terms of appearance and takes pride in helping young men achieve their desired look. This brand, though serious in what they do, likes to provide a fun and exciting atmosphere.

Brand Positioning:

Gatsby is a high quality brand due to its high sales and large market capture. They position themselves as a lifestyle in terms of helping young men achieve their desired look and aspirations. They position themselves with the term “kakkoii” which is word to describe young men who are handsome and who harbor qualities demanded and loved by young females.

Brand Perception:

The brand’s track record is great, since it is affiliated with one of the largest cosmetic distributors in the asian market. Gatsby is the flagship brand for Mandom distributors and has an overwhelmingly positive brand perception among consumers. Their amazon account contains products with a rating no less than 4 and a half stars, and with hundreds of positive reviews.

Logo: the ‘Gatsby’ name logo

Message:

Essentially the message needs to say: “Don’t worry about what happens tonight, your hair will look as good as it did when you left the house.” “Go for the Bolder Hold”

Support/Evidence:

The audience should be able to understand and believe this message because hair wax unlike gel, mousse or other hair products is commonly known to be strong and long-lasting. With advertisements portraying the strength of the wax’s hold, audience members should be able to see the power and convenience of the product. Also since hair wax is not normally advertised, consumers will be able to see this as a unique product and therefore have a higher chance succumbing to message. Lastly, the brand Gatsby has already been established as a reputable and quality hair product provider, so the name itself will clear up any doubt.