How advertising can fail if you do not know your demographics

Reebok is running a fantastic campaign around the Europe. I mean we men just love these ads, but then again we are not the main target group for the product. All the comments I have so far heard from women about these ads is mildly irritated or amused. Those who are irritated feel bad, as they feel that they have a bum which could never be as small as those women in these ads have. Those who are amused contemplate that the product is rubbish and would not really have any effect as they already have a very strict exercise regimen.

So. Do these commercials backfire in terms of sales of the product or does Reebok get enough visibility and mindshare that there will be enough other purchases, even though these toning shoes would not be a hit?

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