{"id":8449,"date":"2020-03-16T14:53:44","date_gmt":"2020-03-16T14:53:44","guid":{"rendered":"https:\/\/www.minio.ro\/?p=8449"},"modified":"2022-09-20T18:34:18","modified_gmt":"2022-09-20T15:34:18","slug":"inclusive-advertising-noul-trend-in-publicitatea-moderna","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/inclusive-advertising-noul-trend-in-publicitatea-moderna\/","title":{"rendered":"Inclusive advertising, noul trend \u00een publicitatea modern\u0103"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]Tr\u0103im \u00een vremuri cel pu\u021bin interesante. Priorit\u0103\u021bile se schimb\u0103, punctele de vedere difer\u0103 iar publicitatea se schimb\u0103 din ce \u00een ce mai repede. Au trecut vremurile \u00een care un buyer persona definea un \u00eentreg brand sau \u00een care toat\u0103 comunicarea folosea un singur tone of voice, eventual dedicat acelui buyer persona. Buyer persona care de obicei e generat de ni\u0219te numere \u0219i studii reci care nu au nicio leg\u0103tur\u0103 cu realitatea.<\/p>\n<p>Adev\u0103rul e c\u0103 trendul de <strong>inclusive advertising <\/strong>e o gur\u0103 de aer proasp\u0103t \u00eentr-o industrie care \u0219i-a pierdut din suflet \u0219i \u00een care oamenii nu mai au \u00eencredere. \u0218i pe bun\u0103 dreptate. \u00ce\u021bi vine greu s\u0103-l crezi pe cuv\u00e2nt pe b\u0103rbatul acela cizelat care \u00eencearc\u0103 s\u0103-\u021bi v\u00e2nd\u0103 detergent. Sau pe femeia rupt\u0103 de pe o copert\u0103 Vogue care vrea s\u0103 te conving\u0103 s\u0103 cumperi un costum de baie.<\/p>\n<p><strong>Cum devine advertisingul inclusive?<\/strong><\/p>\n<p>\u00cen primul r\u00e2nd, genera\u021biile s-au schimbat. Campaniile care aveau succes printre baby boomers sunt acum etichetate drept sexiste, rasiste sau pur \u0219i simplu ridicole. Pentru genera\u021bia de millennials, produsul nu mai e vedeta. De ce ar trebui s\u0103 cumpere de la tine c\u00e2nd exist\u0103 at\u00e2tea alte branduri care au acela\u0219i produs? R\u0103spunsul st\u0103 \u00een mesaj \u0219i \u00een modul \u00een care formulezi mesajul pentru noua genera\u021bie de consumatori.<\/p>\n<p>O s\u0103 sune pu\u021bin counterproductive, \u00eens\u0103 nu produsul trebuie s\u0103 fie vedeta, ci consumatorul final. Produsul vine doar ca un instrument care \u00eel ajut\u0103 pe acesta s\u0103 duc\u0103 o via\u021b\u0103 c\u00e2t mai bun\u0103, indiferent de culoarea pielii sau orientare sexual\u0103. Pentru c\u0103 ei nu mai accept\u0103 s\u0103 li se v\u00e2nd\u0103 visuri imposibile ci vor s\u0103 devin\u0103 parte din vis. Astfel, produsul cade \u00een plan secundar.<\/p>\n<p><strong>Cum se adapteaz\u0103 brandurile trendului de inclusive advertising?<\/strong><\/p>\n<p>Probabil cel mai cunoscut exemplu este Gillette, un brand care p\u00e2n\u0103 acum ceva timp se folosea de acea imagine a b\u0103rbatului-model, bine cizelat \u0219i \u00eengrijit. \u0218i-au schimbat sloganul din \u201cThe best a man can get\u201d \u00een \u201cThe best a man can be\u201d, \u00eencuraj\u00e2nd introspec\u021bia \u0219i \u00eendep\u0103rtarea de o cultur\u0103 a masculinit\u0103\u021bii toxice, cultur\u0103 care p\u00e2n\u0103 acum era promovat\u0103 f\u0103\u021bi\u0219 \u00een diferite reclame.<\/p>\n<p>Un alt exemplu de inclusive advertising este Fenty Beauty, brandul de cosmetice lansat de artista Rihanna \u00een septembrie 2018. Campania de lansare a zguduit lumea advertisingului, lans\u00e2nd un mesaj care a fost mai t\u00e2rziu preluat \u0219i de alte branduri &#8211; all inclusive. Se \u0219tia deja c\u0103 femeile de culoare sau cele cu tenul mult prea alb \u00ee\u0219i g\u0103seau cu greu un fond de ten \u00een nuan\u021ba potrivit\u0103 iar acesta a fost un insight destul de puternic \u00eenc\u00e2t s\u0103 asigure succesul \u00eentregii game.<\/p>\n<p>La fel ca \u0219i \u00een cazul Gillette, Kleenex a trecut printr-un proces de rebranding, chiar dac\u0103 nu la o scar\u0103 at\u00e2t de mare precum produc\u0103torul de lame de ras. Dac\u0103 \u00eenainte pachetele mari de Kleenex se numeau \u201cMansize\u201d, un studiu i-a determinat s\u0103 \u00eenlocuiasc\u0103 denumirea sexist\u0103. Astfel, \u201cMansize\u201d a devenit \u201cExtra-large\u201d iar Kleenex a f\u0103cut un pas mic dar important \u00een renun\u021barea la micile cli\u0219ee sexiste care deja au devenit \u00eencorporate \u00een cultura modern\u0103.<\/p>\n<p>\u00cen concluzie, inclusive advertising cu siguran\u021b\u0103 nu va r\u0103m\u00e2ne la nivel de trend. Este mai degrab\u0103 un efort colectiv al agen\u021biilor \u0219i al brandurilor de a ajunge la sufletele consumatorilor, nu prin promovarea explicit\u0103 a produsului ci printr-un tone of voice mai uman, mai inclusive \u0219i mai apropiat consumatorului.<\/p>\n<p>&nbsp;<\/p>\n<p>Resurse bibliografice:<\/p>\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2019\/05\/30\/inclusive-advertising-how-lynx-gillette-carling-more-changed-tone\">https:\/\/www.thedrum.com\/news\/2019\/05\/30\/inclusive-advertising-how-lynx-gillette-carling-more-changed-tone<\/a><\/p>\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/-fenty-beauty-inclusive-advertising\/\">https:\/\/www.thinkwithgoogle.com\/marketing-resources\/-fenty-beauty-inclusive-advertising\/<\/a><\/p>\n<p><a href=\"https:\/\/readwrite.com\/2020\/01\/21\/the-biggest-growth-marketing-trend-of-2020-radically-inclusive-advertising\/\">https:\/\/readwrite.com\/2020\/01\/21\/the-biggest-growth-marketing-trend-of-2020-radically-inclusive-advertising\/<\/a><\/p>\n<p><a href=\"https:\/\/insights.newscred.com\/inclusive-marketing\/\">https:\/\/insights.newscred.com\/inclusive-marketing\/<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em>Andreea Bratu<\/em><\/p>\n<p><em>Copywriter Minio Studio<\/em>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Tr\u0103im \u00een vremuri cel pu\u021bin interesante. Priorit\u0103\u021bile se schimb\u0103, punctele de vedere difer\u0103 iar publicitatea se schimb\u0103 din ce \u00een ce mai repede. Au trecut vremurile \u00een care un buyer persona definea un \u00eentreg brand sau \u00een care toat\u0103 comunicarea folosea un singur tone of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13569,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inclusive advertising, noul trend \u00een publicitatea modern\u0103 - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/inclusive-advertising-noul-trend-in-publicitatea-moderna\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inclusive advertising, noul trend \u00een publicitatea modern\u0103 - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]Tr\u0103im \u00een vremuri cel pu\u021bin interesante. Priorit\u0103\u021bile se schimb\u0103, punctele de vedere difer\u0103 iar publicitatea se schimb\u0103 din ce \u00een ce mai repede. 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