RadioShack Looks to Regain Relevance With Push for Younger Consumers
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Gyrating, scantily clad models with pouty red lips haven’t exactly been a hallmark of RadioShack advertising, but the latest spot — inspired by Robin Thicke’s “Blurred Lines” music video and promoting Beats by Dre’s Pill speaker — is the first indication the electronics retailer is embarking on major changes.
Jennifer Warren, the new chief marketing officer and a former ad-agency exec, says the retailer is moving quickly to make changes in its advertising as it attempts an aggressive turnaround. It hopes to attract younger consumers, alert customers to the popular products it carries, such as Beats, and rethink the design of its stores. RadioShack is also rolling out a brand platform and tagline, “Let’s Play,” in an effort to become the “neighborhood technology playground.”
The ad, which has racked up 1.5 million views on YouTube, surprised some people, Ms. Warren said, but was generally well-received. Taking a risk with the #UWantIt ad has won the retailer points, even among franchise owners who Ms. Warren said are eager to see the marketer become culturally relevant again.
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