Hello! Today we want to analyse a campaign that went viral on social networks of the jeans brand "Salsa". First of all, we want you to check the advertisment.
ANALYSING THE ADVERTISMENT
After you have checked the video, the first thing we are going to do is to analyse the video itself, that it represents the pressure that womens suffers in this society.
First, there is a teenager that compares his body with the body of a model making her feel bad about himself. This is something very common in our society, where reality is never expose. All of the photos are touched up to make it as perfect as possible, making other people to compare with them, and making them feel bad about his own body. This is something that punishes almost every women and makes them feel insecure about themselves
The next scene, there is a women that needs a sanitary towel and is asking for it with craftiness so anyone knows that he is with her period. In the society we live, everything that surrounds women period is very taboo, something that makes them ashamed, when his something natural. In this video it is also criticized this non sense thing.
The next part there is a teenager that his wearing a very colorful, not typical outfit and his father shake one´s head disaproving his daughter outfit, as if he was her boss instead of his father. In this part it is criticizing that men has the power to criticized what other women can wear or not.
The next seconds there is a girls who is wearing a skirt and because of the wind hers butt was seen, and this is because the clothes that are made for women are not well designed. As well, there was a women getting rid of the hair between the brows, because in this society is very frowned upon when is something that doesn´t disturb anyone.
There are more situations where women has to do things just because in this society is frowned upon, and not because they choose to do it, like for example having a baby.
The advertisment ends with the sentence "LIFE PRESSURE WOMEN A BIT TOO MUCH" that we think is the summary of the whole video. Then it expose the article they want you to buy that are underpressured jeans that refers to getting rid of all the situations they have to suffer wearing this comfy jeans.
PRODUCT
The product they are advertising is a confortable jean for every women independently of the size they have.
When you start watching the advertisment, you don't know that the product they want you to buy is a jean, because they mainly focus on the things that womens have to suffer in their daily lifes and they play with the thing that womens live with a lot of pressure, and they are advertising jeans that are confy and width, the opposite to what they expose of womens daily lifes.
Here the brand is not so important, what is important is the complaint they make about what women have to suffer, and they play with the pressure they are under by advertising a very comfortable pair of jeans for them, so that they are free of tensions. Even so, this brand is not the first time that makes a complaint like this as we find other examples such as: https://www.youtube.com/watch?v=KSleDG34qx0
It is clear that the target audience for this ad are womens, especially womens who may not have a standard size for today's society. When the Portuguese firm "Salsa" arrived in Spain, it did so with a denim model that promised to be the favourite of Spanish women, at least those with the most pronounced curves, i.e. women with a narrow waist but proportionally wider hips and bum.
At that time, there were not many options to buy jeans for this type of body, because if you bought one that fit well in the hips, in the waist it was too big and you had to fix it, so Salsa, offered the perfect solution for this type of body. As a result, "Salsa" defined the niche market it wanted for its product. They offered a specific pattern, with the yoke specially sewn to slim the bum area and with a stretch fabric for a better fit to the body. Over the years they innovated and expanded the models, becoming top sellers.
Thus, we can see that by focusing on a specific type of customer and having a very specific market niche, they managed to build customer loyalty so that by expanding their product range, they became top sellers.
The main strategy they use in this advertisment is that Salsa denounces what women have to suffer in this society and uses this not only to raise their voices on this issue, but also to take advantage of it and provoke an effect of approval towards their brand. Their objective is to cause womens to buy their brand, simply for the fact of denouncing the things they have to suffer in the advertisement.
COMPANY
Salsa Jeans was created in 1994 in northern portugal. It has always been known for taking risks in their ads to denounce all kinds of situations of harassment suffered by women, the stereotypes to which they are subjected, that by wearing a 40 you are not less than a person who wears a size 34. They take risks trying to change the reality of the world and it is these types of actions that always add up in the fights for women liberty.
MESSAGE
The message that the company wants to give with this ad, beyond getting you to buy the pants of their brand, is to make a public denouncement of the daily situations that women have to suffer just because they are women, such as being forced to have children, assuming that men have more power than women, and so on.
CONCLUSION
This type of advertisement, which denounces a reality, will always have our approval. Since their main objective will always be that you buy what they are advertising, but that they do it in this way seems to me a very correct way to draw attention and make people think about the subject, while you make them remember the ad, and therefore remember their product. It's a real win/win for them, even thought some times even if sometimes it doesn't work out well and they create a lot of controversy.
Hope you like the advertisment review of Salsa, tell us your opinion about it!
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