IWC: Antifeministische Werbung? Anti-feminist advertising? - Bilingual
Swiss watchmaker IWC has been entertaining or irritating with its ads for years, depending on the viewpoint. Are they anti-feminist or simply pro-macho?
IWC | Wirz Werbung AG | Women Smoke Our Cohibas
Marketing situation: Swiss watch industry exports rose 7.9% in 1999 while IWC sales rose by no less than 27.8%. However, few watch brands communicate anything unique, if indeed they communicate anything at all, apart from showing featured photographs of their products. This makes their advertising interchangeable, hence few brands are emotionally differentiated from the competition. Advertising Objectives : To raise brand awareness. To communicate a distinctive emotional benefit. To…