For those who grew up in the 1960s, the familiar advertisement 'Ding Dong, Avon Calling' depicted a smartly dressed woman going door-to-door selling makeup and beauty products. This past week, Avon (New Avon LLC) launched a bold new advertising campaign "This is Boss Life" which is meant to celebrate the flexibility, freedom and financial opportunity of becoming an Avon representative and being ones own boss.
Designed to drive recruitment and ignite loyalty for the Avon brand, the campaign is running on national broadcast, digital, print and radio media in the U.S.
In an interesting throw back to the original door to door Avon lady, the ad campaigns are showcasing the merits of stepping away from the nine-to-five work life and through the use of song and dance, showcase the freedom of being ones own boss.
In each video, the campaign 'heroine' represents an energetic and intelligent woman, first featured in a passionless job making photocopies or filing until she breaks away once she discovers a new life as an Avon Representative.
The commercial features the female anthem, 'I Will Survive' with re-imagined lyrics making such affirmative statements as “I should have done this years ago/I should have broken free/If I’d known for just one second I could be the boss of me” and “Oh as long as I’ve got Avon and the newest shade of gloss/I’ve got passion, can’t you see?/‘Cause my future’s up to me/Yeah, I’m a Boss.”
Scott White, chief executive of New Avon LLC: “As an iconic American brand with a 130 year history of empowering women, we arguably have inspired more female entrepreneurs than any other company in history. Every Avon Representative has a unique story of how they are finding success as their own boss,” said “We have the right tools and support to help them build a successful social selling beauty business. The ‘This is Boss Life’ campaign spotlights that there is nothing more beautiful than succeeding on your own terms.”
The campaign was created in partnership with the award-winning, woman-owned advertising agency Terri & Sandy based in New York City and media services agency Horizon Media.
The varied ads feature women in their evolving lives including the 'Momtreprenuer' who is not only a mother but she can 'take her daughters to work everyday.' There is also the millennial who has 'paid off her student loans' by being an Avon representative and the 'power couple' who built a family business as Avon representatives.
The new campaign began airing on 7 October with 60-second digital and 30-second broadcast and radio ads. Along with print ads in November and December issues of women's magazines, Avon's social and digital channels will be extending the "This is Boss Life" campaign message with custom social media filters, YouTube videos and more. Horizon Media led the media planning and buying.
“Avon has been enabling women to gain financial security since 1886, 34 years before women had won the right to vote,” said Terri Meyer, co-founder of Terri & Sandy. “We wanted to leverage what’s already in the brand’s DNA – strong, confident, and successful female entrepreneurs, and showcase the flexible earnings opportunity that Avon makes possible.