The advertisements are titled: “Do I really need a man” and it focuses on the Twenty and thirty something women consumer group. It is estimated that this consumer group (women age 20-35) accounts for 55% of all wine consumption in South Africa.
The ads effectively and in a humoristic way, portray women to be independent and enjoy life. The study found that women believe that these ads will differentiate and enhance the Douglas Green Brand amongst South African women.
It was bold step from Douglas Green but I believe it was mission accomplished and effective advertisements. Right time, right genre, right consumer group