The bottom line of advertising is to get consumers to behave in the way you desire, placing much of the focus on purchasing a product or service. And, as many of us saw this year during the Super Bowl ads, there is a softer side to advertising that pulls at your heartstrings while covertly tapping into your wallet. There are many ways brands can show consumers they care about their well-being by hitting that emotional nerve consumers respond to. 

Pigskins and (S)Ad Campaigns    

Safety in the Elements     

Not to be outdone by television ads, print media saw its day in the sun with a couple of well-thought-out and mindful campaigns. Sunscreen brand, Nivea, earned accolades with its Nivea Sun Kids campaign meant to safeguard children at the beach. The campaign, featured in a Brazilian magazine, provided tear-out, traceable bracelets that were created to allow parents to keep track of their children through a downloadable app. A different take on advertising comes from a hostel in Peru called Kokopelli Backpackers. Utilizing promotional products, they distribute edible business cards that can be used to counteract altitude sickness. The helpful card demonstrates that the hostel cares about their well-being, leaving a positive impression about the hostel--all while growing its number of guests.     

All advertising is driven by a goal. To hit it, sometimes advertisers may need to jolt a group of partiers out of their comfort zone, or provide comfort care consumers didn't even know they needed. Regardless of the road taken, the best way to achieve top-of-mind awareness is to genuinely and emotionally connect with consumers.

Sincerely,