If you watched the Super Bowl this year, you saw a flood of ads where huge corporations featured multiple brands in a single spot. One such ad highlighted Procter & Gamble’s enormous roster of consumer products, including laundry detergent, paper towels, personal care products, and dozens of others. (We don’t need to list the actual brands under the P&G banner—they don’t need the publicity.)
Nobody goes to the store with the words “Procter & Gamble” written on their shopping list. So why did the multinational conglomerate make a P&G-branded ad campaign in their biggest television buy of the year? One dimension that P&G hoped to exploit was the interactive angle, since it gave viewers a chance to vote on the direction the commercial would go. But they had a broader strategy.
As outlined in an article by CNBC, P&G isn’t just interested in pitching their family of brands to consumers; they want to engage them in a shared enterprise. Says the article: “It’s a way of getting P&G’s brands out there and part of a move toward ‘creative partnerships,’ where the company aims to have an editorial rather than a purely promotional tone in its marketing.”
Welcome to the world of lifestyle brands. As explained by Steve Harvey, co-owner of creative agency Fabrik Brands, London: “Successful lifestyle brands earn the loyalty of their customers because they convince them that, with a little help, they can become the person they want to be.”
Under this definition, every fitness brand is a lifestyle brand—or should act like one. As traditional marketing fades away in favor of personalization and experiential services, health clubs are in an ideal position to deliver on the lifestyle promise.
As Harvey says of lifestyle brands: “These businesses have figured out how to earn the respect and trust of their customers by giving them access to the lifestyle they crave.”