I’ve unfortunately been dragged into watching all three Twilight movies.  Beside bad acting and melodramatic teenage hormonal episodes I took away a marketing principle: in a campaign you’ve got to choose whether you’re appealing to team Jacob or Team Edward.  I’ll surmise.

Those on Team Edward are soft, hopeless-romantic types.  They like puppies and when USA wins the gold medal.  A marketing campaign aimed at them needs to have a clear message of hope and even be a bit cheesy in nature.

Those on Team Jacob just like big muscles (or ehmm the female version of such).  If you are to aim a campaign at them, don’t be afraid to heap on the sex appeal and even leave enough for seconds.

What usually ends up happening is that the marketing campaign gets lost somewhere between Edward and Jacob so as to not have enough romance or enough sex.  In my opinion, you can’t go for both.  Pick a team and just go all out.

Excluding humor or cleverness these two types of marketing campaigns can be used to sell any product.  Just make sure you know which tactic you are using and do it!!