Beyond Urban Branding

Often people ask us "What exactly is an Urban Shopper? How do you define an Urban Shopper". Truth is, that is a great question with about a million different answers depending on who you ask, Sure we can go with the traditional marketing dictionary definition of an Urban Community being a city or town where the community is often crowded with buildings, houses and people. People are often living very close to each other, streets are busy and the community landscape varies depending on state & city. Again, you ask many leaders in the marketing, social media world and many of them will have a different view of what is an "Urban Shopper". But for the sake of this article, our Urban shopper happens to be African American. Many of you have heard that song - the CLEAN version of Trillville song where they lyrics go "I'll follow that thing in the mall"....For some, these lyrics are flattering, being followed in the mall by a good looking guy or gal who ...

"My Limo" by Da Rich Kidzz K Mart really did a good thing. When I was a kid, they used to tease you by saying your clothes came from K Mart. So K Mart flipped the strategy, reframed ads around good clothes at a good price and HIT BIG with these ads. I love them all. Not just because they used all kinds of kids, but they let a Black girl with dark skin have a prominent role in the ad. Thats huge.  The sad thing is, a lot of super racist and bad comments flooded the youtube channel. Reminds you that everybody is not ready for diversity. But we are, and thats what matters. Great strategy, well executed....one of my favorite ad campaigns of the year.