Ad Age is running a piece on Speedo’s new campaign. Stephanie Thompson, the Ad Age writer uses the term “banana hammock” to describe Speedo’s product. And while there is humor in that, how do you explain the following client gibberish about the brand’s line extension?
“We want to layer the cool factor over [Speedo’s] more rational equities,” said Craig Brommers, VP-marketing for Speedo. The reasoning is clear: While Speedo has dominated swimwear since it was founded in 1928, the segment totals only $3.4 billion annually, so growth opportunities clearly have to be sought “outside of water,” Mr. Brommers said.