advergirl: Hard times, new segments: Divorce advertising?

Hard times, new segments: Divorce advertising?

The whole world loves a bride. She's showered with magazines, catalogs, glossy mailers. Invited to websites, trunk shows, entire conventions of other betrotheds. Asked to register for every lovely thing a household could need - from a pour-for-the-Cure pink Brita to no fewer than a dozen monogrammed bath sheets.

Let the marketing dollars flow.

But what about all those brides who are wives no more? The husband hunting for a re-bachelor pad? Those once-couples for whom happily-ever-after has run amok?

With over half of American marriages ending in divorce, perhaps there's a niche of household spending that we - America's Ad-mad Advertisers - have missed.

Afterall, if all this money is spent convincing a young bride to feather her nest with only the best, what is she to do when half of it is boxed up and trucked out by her now ex? Ug.

Imagine it - hundreds of thousands of people faced with replacing their cookware, comforters and tea cozies. And needing to do it in a hurry. To get back to normal FAST.

Perhaps this is the segment for hard times. In an economy where spending is stalled. Where relationships are rocky. Let's make it easy for those who have to spend. Let's keep them off futons and bean bags. Offer them deals on thread count and leather. No take out and chopsticks. No, wounded one, we will bring you steamers and stainless steel forks.

The possibilities are endless. Just consider these two entirely fictional mood boards for some of our favorite go-to domestic destinations:

Leigh Householder on February 15, 2009 in Calling Our Community | Permalink

Comments

I'd love to see a U-Haul ad. I could have used one a few years ago.
When the going gets tough.....

Posted by: Ray | February 16, 2009 at 08:00 PM

Smart and fresh. Thanks. Might be better for micro target messaging than broadcast though, backlash can be a bear and could be a downer for range of audiences hurting overall brand feel-goodiness.

Posted by: Mike Brown | February 16, 2009 at 06:10 PM

You are brilliant.

This gives me an idea. You know how facebook shows "In a relationship with" or "Married to" as part of the user stats? How about a facebook app where users pick which friend they would keep in a break up.

You would think social network companies like facebook would be interested in what relationship fractures would do to network topology seeing that 50% of marriages end in divorce these days.

Posted by: Michael Reed | February 16, 2009 at 06:07 PM

Clever. Provocative, too. Especially on the heels of Valentine's Day. ...Wondering if these types of ads would actually connect with divorcees or create a backlash a la "Why don't you rub my face in my failed relationship, then?!"

But, oh, that is the beauty and grace of a savvy market research team, no?

Posted by: invisiblebees | February 16, 2009 at 11:32 AM