Start Up Blog

The moving target & radvertising

Posted in entrepreneurship by Steve Sammartino on January 31, 2012

It’s easy to think that our target audience is the same people it has always been.

18-24 year old influencers

Main grocery Buyers

Retirees

Primary School kids

But sometimes, that target market evolves. Some times it is the exact same people it was 20 years ago – except they are actually 20 years older. Case in point is Ice Magic. Yes, that chocolate coating dessert that is scrumptious when spread all over ice cream. These guys who run the brand found out that a whole bunch of big kids (35 year olds) were reliving their child hood and sharing photos on line. They even invented ‘ice Magic Day’ an annual event where pics of the choccy treat are shared on twitter and flickr.

Rather than fight it, they embraced this underground brand community and where it is going. And the end result is this uber cool graffiti piece.Which I am really digging because I am one of the members of the community. Enjoy

twitter-follow-me13

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