When Mo and Jo (a couple of Aussie jokers) were part of Chiat Day-o they pitched the Coke account in the US, so legend has it. After strumming their jingle to the boys from Coke, they were asked, "And who do you see as the target audience for our product?" to which one of them laconically replied "Any c--- with a mouth..."
They did not win the account.
I met a client last week who believes his core target audience is anyone with a pulse and a wallet. Encino Man. Preserved in the ice. Direct from the 1960s. I wanted to take his photo.
He has a vanilla product in a highly segmented market and he's wondering why people aren't beating his doors down.
Hey, Encino Man. The Mammoth went that-a-way.
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