Diesel has diversified itself from other brand and stayed true to the philosophy of individuality and targeted their customers who according to Diesel are independent and unique.
Diesel has over the years expressed this philosophy through advertising. Diesel has done many provoking advertising campaigns, some being the ones illustrated below.
These campaigns build the brand by portraying the Diesel customer as the young, independent, rebellious, and open-minded people, who are super cool. For example the people in the Be Stupid campaign are carefree and not bound by the rules and norms of society, e.g. ‘Smart listens to the head –Stupid listens to the heart’ http://jeansaholic.blogspot.com/p/diesel_10.html
Or the statement that smart has brains and stupid has balls – so, if you buy a pair of Diesel jeans, you do not just get a pair of jeans you are following your heart and you have balls, you are sexy, you live fast, additionally you will be able to handle and adapt to global warming is style and with confidence.
Through the years Diesel able to stay true to the original philosophy of the brand, both through the advertising but just as much because they have been able to continuously deliver fashionable, unique products of high quality.
Sex Sells – Live Fast – Global Warming Ready – Be Stupid.
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