Cool Marketing Thoughts

Although I’m not really convinced about the tagline, I do like the images from this campaign. ‘After’ is an alcoholic drink that sort of reminds me of Baileys. The copy in these ads (bottom right) says: “Darkness incites the senses. After totally delights them. Enjoy the subtle alcoholic mix of 100% natural extracts of coffee, caramel and vanilla. After lets itself being served cold with ice cubes and hot with a cloud of whipped cream.” That sounds like a really good thing. I’m not really into this kind of drinks, but I can imagine some people are. I don’t really think it’s meant to please men as a target audience, and then I wonder why they’ve chosen this hot lady as a visual. Studies have proven that sex only sells whatever the product is, as long as it targets men. Women on the other hand are far less attracted to this type of communication. But hey, I might be wrong. It’s an appealing image, and it did get my attention. Question is if that really is enough. The first image is quite funny. I like the idea, but I’m missing something. I can’t say what it is, it just doesn’t have ‘it’. If I would be flicking through a magazine, this wouldn’t stand out to me, and it doesn’t really gets the message across either. What do you think?

Copy: “Everything’s allowed in the dark. After.”

Client: After
Contacts: Cédric Dumont, Denis de Groote
Agency: McCann-Erickson, Belgium
Account Team: Sophie Novali, Robert Bockowski, Nathalie Marchand
Creative Director: Jean-Luc Walraff
Copy: Aurore Samain, Grégory Defay
Art Directors: Damien Walkiers, Laurie Lacourt, Jacques Champagne
Photographer: Bernard Bertrand
Media: Magazines, Internet, e-mailing