Brand Name: PG Sports

Product/Service Type or Description: Retail/Consumer Products

Overview:
PG Sports Ad Campaign Blazes with Hip-Hop Urban Individuality

Hip-Hop clothier PG Sport wanted to have a hot debut for their new line.  When PG Sport came to MZI Global for a print ad campaign, the agency made sure that it was everything that Hip-Hop culture personified - from the gut, full of style, and in your face. Tailoring the message to this fun, sexy, and intense audience was the driving force behind this print ad campaign.

Situation Analysis:

• Target market; young urban, hip-hop market
• New clothing line had to convey edgy image

Marketing Challenge:

• Create fashion ads that effectively communicate with the targeted segment
• Understand the culture
• Strengthen associations between the brand and target market so they could identify themselves with the product

Solution:

• Created an ad campaign that did more than just showcase the fashions, it promoted a lifestyle that—like clothing—was urban, sexy, and fun
• Used Ethnosynergism_^® to understand the culture and its values
• The ad campaign was designed to convey understanding of strongly held cultural values and beliefs of the target market
• Ad placement in related publications such as Source, Vibe, En Moda, MR, Black Men, Latina, Spin, and Black Enterprise

Results:

• Ethnosynergism_^® allowed MZI Global to connect with the target market and to craft a message that established a bond between PG Sports and the hip-hop market
• PG Sports was able to reach its desired market segment and was given a warm reception as a result of MZI Global's ad campaign