Monday, June 14, 2010
JWT AnxietyIndex: Brand Answers for an Anxious World: AmEx downplays upmarket credentials in the U.K.
Recent American Express advertising in the U.K. attempts to reverse the brand’s luxury image, telling consumers they should no longer just consider it for “posh nosh” and “vintage bubbly” but also for burgers and shampoo (bubbles for your hair, not your glass). What’s interesting is that American Express has spent years creating its luxury image. But in this post-recessionary world, it’s frowned upon. Many of us are worried about being associated with the overtly upmarket or luxurious. Gone are the days of flashy watches, over-the-top cars and flashing the credit card that suggests you’re loaded. Frugal is still the new flash.
Consumers seem to like the ads—they garnered positive feel-good scores in a recent study of digital outdoor advertising by Clear Channel Outdoor and Kinetic that used new face-tracking technology. And what better cure for anxiety is there than that?
JWT AnxietyIndex: Brand Answers for an Anxious World