Nonconformity Advertising to Teens

ABSTRACT Nonconformity advertising delineates consumers9 characteristic of nonconformity and stresses that even those consumers with a strong need for nonconformity favor the focal brand. Given that today9s teens strive to be exclusive and unique, it is proposed that campaigns applying Reeve9s Unique Selling Proposition through nonconformity advertising would be effective in targeting the teenage market. Both a field and a laboratory study were conducted to track the influence of nonconformity advertising on adolescents9 perception of Cheerwine, a soft drink introduced to a new market region. Results showed that the campaign enticed more favorable brand perceptions and greatly increased product trial, supporting that Unique Selling Proposition could be an effective advertising strategy toward teens if the right benefit is implied.