New Balance recently launched a new brand campaign aimed at targeting a younger audience.

The new Love/HATE commercials grabbed my attention (my favorite has to be “Park Bench”) as well as the attention of people on the web. Many baby boomer marketing experts claim that New Balance’s move is a huge betrayal to their current market and that this will cost them their loyal customers.

But younger audiences, have received this new campaign with open arms. They all agree with the tone and sentiment expressed through the commercials, print and web advertising and are even sharing tips on how to overcome the HATE portion of the relationship.

While it remains to be seen whether New Balance’s gamble will pay off with the increase in sales they are looking for or if they will alienate their current market, they certainly achieved their goal of garnering the attention of a younger audience.

Personally I hope it works for them so we can continue to see how the campaign plays out.

Erika has a BA and a BS in business administration with a focus in Marketing from Truman State University in Kirksville, Mo. She also holds an MBA from Rockhurst University in Kansas City, Mo. Before joining BIGSHOT, she gained her marketing experience through positions at other advertising agencies and in the non-profit sector. Learn more about Erika.

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