Selling Pepcid as Long-Lasting Relief and Confidence
This Pepcid ad features a table of delicious looking, half-eaten food. Multiple plates and glasses imply that a group or pair of friends are out to eat together. The text in the center also encourages the consumer to not be held back by heartburn, but use Pepcid and be able to eat out with people and have a good time. But first, the viewer’s eye is immediately drawn to the small Pepcid tablet and bottle in the middle of the ad. The bright pink tablet manages to be the star of the ad while still looking small, which could be implying that heartburn is nothing a small antacid tablet can’t fix. Tacked on to the bottom is the advertisement within an advertisement for Target. This Pepcid ad plays at consumers’ need for affiliation, need to satisfy physiological needs, need to achieve, and sells the product as lasting all day.
Overall, this is a pretty successful ad by Pepcid and Target. It first grabs people’s attention by featuring such tasty food. In other words, the ad targets consumers’ need to satisfy their physiological needs, such as eating. The ad boasts that the consumer can eat all of that food and not worry about heartburn as long as they have Pepcid on hand. Therefore, in a truly Pavlovian manner, when people are eating particularly spicy, sweet, or fatty foods, they will hopefully think of this ad and Pepcid. More subtly, the Pepcid ad also seeks to hit home through people’s need for affiliation. The many plates and wine glasses imply a group of people dining together. Pepcid is seen as the central hero of the ad, as it allows for a person with heartburn to have a worry-free meal with friends. Also, the text saying, “seize the meal and all that comes with it,” as well as, “Carpe dinner,” plays at the consumer’s need to achieve and be victorious over heartburn. With Pepcid, they can “seize” the opportunity to eat all this delicious food and be confident enough to do so with their friends, which is a message that will resonate with heartburn sufferers who usually don’t feel this confidence. Finally, the ad utilizes the unique selling proposition (USP) that this antacid tablet will work for a longer period of time than seemingly similar tablets. Instead of talking about how fast it works, like Tums typically does, Pepcid boasts its superiority due to its long lasting relief. All in all, these advertising techniques create an inviting scenario that all people with regular heartburn will long to live out with Pepcid.
While no people are shown in this ad, the target audience is not hard to identify. Due to a couple of factors, the Pepcid ad is most likely intended to catch the attention of middle to older age women. This is due to the fact that heartburn tends to affect older people who might overeat. Also, it is probably aimed more toward women because, stereotypically, women tend to enjoy shopping at Target more than men. Additionally, this ad could be targeting women due to the fairly neat plates, the glasses of wine, and the emphasis on conversation with friends, which arguably are more stereotypical of women than men.
In conclusion, this ad for Pepcid sends a positive message that people with frequent heartburn will be drawn to. Pepcid tells them that they can be confident about going out to eat with friends knowing that Pepcid has their back. People are likely to be encouraged by this message and be more receptive to buying this product. Also, by boasting about being better than Tums, the popular name in heartburn relief, people may feel better about using Pepcid instead- especially if this brand is cheaper than the in demand Tums tablets.