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
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