This advertisement is for Calvin Klein’s perfume called ‘Eternity Moment’. The function of the product being advertised is a new fragrance from Calvin Klein, designed to make you feel and smell good. I first came across this advertisement in high school while I was watching TV with my friends and we were all blown away by it (and especially Scarlett Johansson).
This advertisement is aimed at upper class women ranging from age 20-40. I say this because the commercial shows Scarlett Johansson, a very famous and classy individual, falling in love with a handsome man and them attending upper class functions in the big city. Furthermore, this advertisement targets a psychographic audience that values love and affection and romantic relationships as demonstrated by the intimate moments captured on film in the commercial.
Some other competitors to this brand are the Britney Spears lines of perfume, as well as Chanel, Victorias Secret, and Juicy Couture perfumes. Calvin Klein is competing with these same customers every time they advertise their perfume products.
The strengths of this brand is the brand name it has behind it. Calvin Klein is an American icon, and his brand name already has great notoriety behind it. With such a great reputation, it is hard for consumers to not buy your product. Furthermore, this advertisement features Scarlett Johansson, a very famous celebrity endorser who uses the brand. However, the weakness of the brand also deals with the fact that Calvin Klein is more of a well known clothes designer, not a perfume designer.
This commercial conveys the strength of the brand because people associate the product with positive aspects of life conveyed by the commercial. The commercial shows a celebrity attending high society events and falling in love with a very handsome man. The commercial conveys the message that you could find eternal love if you wear this perfume. The commercial associates the brand with falling in love, celebrities, and high society functions, all aspects that convey the strength of the brand.
The audience this brand is trying to reach would respond in a positive way to this commercial. Scarlett Johansson is incredibly famous, and anytime she endorses a product, people listen. Furthermore, the target audience is a wealthier crowd, and the commercial shows two attractive young people falling in love in an upscale environment: a great combination for the target audience to pick up on. I really enjoyed this advertisement because I love Scarlett Johansson, and they did a great job casting such an elegant women for this commercial. Overall, a home run of a commercial.
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