Marketers’ concepts of “the typical father” have changed-and so has the ideal Father’s Day gift.
Though some dads have more traditional interests, many others are more modern in their fathering and lifestyles.
For a slew of marketing campaigns in 2016, reaching consumers that are “not your average dad” goes beyond tools, golf clubs and neatly wrapped ties.
With Father’s Day looming, brand managers nudge consumers to share their favorite fatherly moments and advice instead of urging them to buy a simple gift or card. Many marketers have used the holiday to suggest ways to show gratitude, give thanks and spark conversation-leaving the prospect of a lousy present in the dust.
Here are three unique Father’s Day marketing campaigns-and the concepts behind them:
1. The “spirit” of Father’s Day
Laphroaig Single Malt Scotch Whisky is taking “the special bond between a dad and his children” and pouring it into a tumbler glass.
Brand managers for the 200-year-old Scotch whisky company want to get dads and their kids talking-and are using social media to do so. Instead of writing down dad’s wise words in a card, the campaign-dubbed #OpinionsWelcome-is soliciting consumer contributions online. Both video and text submissions are welcome.
“State Your Opinion recognizes the strongest, wildest, most creative opinions,” the campaign states. “The best of these opinions will be displayed in and around our distillery and featured in our interactive online tour launching later this year.”
From the campaign, here’s a sampling of a few fathers talking—and drinking—with their kin:
2. Giving Dad something to laugh about
In terms of gifts for dads this year, hashtags are the new power drill.
Century 21 Real Estate’s #GiveDadNothing campaign aims to give dads what they claim they want each year when their kids ask about a possible a gift—nothing at all.
The real estate group doesn’t want its customers to give their dads literally nothing on Father’s Day. Its campaign’s witty wordplay refers to small plots of land in Nothing, Arizona, which brand managers will award to those who register online.
[ATTEND FROM YOUR DESK: Learn social media “next practices” from Facebook, Twitter, Instagram and LinkedIn.]
“Dad entertains us all year with his best dad jokes, so Century 21 wanted to give people everywhere the opportunity to send their father a lighthearted joke of their own,” said Century 21’s chief marketing officer, Cara Whitely. “As a brand, we have always believed in the power of real-time social and digital marketing initiatives.”
3. Asking Dad instead of Google
Are Google searches replacing parental guidance?
Brand managers at Gillette seem to think so. To change that, its marketers emphasized the importance of sharing “classic moments between fathers and sons.”
In the brand’s “Go Ask Dad” campaign, managers want to see their consumers’ most meaningful father-son experiences. Instead of Googling how to tie a tie, throw a football or shave without nicking your chin, the campaign suggests asking father figures.
“In a world where screen-time tends to outweigh actual face time, the internet often replaces dad as the go-to resource for how-to information,” the campaign states. “And while the internet may ‘know all,’ it’s dad who often knows best for his own son.”
In a Father’s Day video, brand managers show what happened when they intercepted a variety of sons’ how-to internet search terms and keywords and redirected them to their fathers for the answers.
Sage advice, corny humor and conversing over a glass of scotch suggest that perhaps the 2016 dad isn’t so new and different after all.
What other creative Father’s Day marketing campaigns have you seen, Raganreaders? Please share them below.(Image via)
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