Media kbp's media folks consider themselves media anthropologists. Once we completely understand the target, we focus on consumers' interaction with the brand. Once we understand the target's media consumption and the target's relationship with the brand, we look for the intersection point and really try to influence the dynamic. For instance, we developed an iron-on for Snapple to reach teenage boys. At the time, iron-ons were retro and trendy.
Teenage boys are notoriously difficult to reach.
They do a lot of skateboarding, raving and snowboarding. For each of those leisure activities, iron-ons are considered fashionable. We developed an iron-on and ran it in skateboarding, snowboarding and clubbing magazines.