Proactiv Solution!

When Proactiv Solution first hit the product market in the 90’s they had no strong competitors in their market niche. Proactiv was a new, soothing acne treatment system that promised clear beautiful skin. I can attest to this because my mother ordered it for me sophomore year of highschool, which was in 1997. She saw Proactiv advertised during an infomercial; not what is used today which includes widespread television and magazine commercials as well as the informercials complete with celebrity endorsement. Back in the 90’s, Proactiv had no strong competitors so they could advertise using the subset of product feature within the product-oriented strategies category. Today Proactiv has mastered brand positioning and has made their acne system very well known in the minds of consumers. Their subset today is probably a combination of both product feature and positioning. Everyone knows what Proactiv is.  

The ad above, however, is one their older ads which I believe fits into the product feature subset.  The strategy of the ad which is cruel yet effective, points out to the consumer that they have acne and they don’t have a boyfriend. This is a strong strategy because most acne occurs during teenage years with teenagers being their largest market. Teenagers would also be more sensitive to the fact that they do not have a girlfriend/boyfriend. The strategy fits into the product feature subset because Proactive is bought for  a rational reason as it “solves” the consumer’s problem. Proactiv has mastered the product feature subset, as well as the positioning subset and has become a household name. They’ve been so successful that they don’t even need salespeople at kiosks… they now have vending machines.

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  1. yes it was very good ad

    • Lynn
    • May 22nd, 2012

    This is the worst fucking ad I’ve ever seen. Once I saw this, I discarded my Proactive and refused to ever buy another bottle. Some of my friends and family did the same thing.You’re going to try to lower someone’s self esteem just so they will buy your absolutely HORRIFIC product? We live in a disgusting world. Oh yeah, and I’ve had a boyfriend for 3+ years, and he didn’t dump me on the days I broke out.

      • Greg
      • March 9th, 2014

      So did you discard the product because it was horrible or because of its branding strategies? You said two things. Which are you implying?
      “You’re going to try to lower someone’s self esteem just so they will buy your absolutely HORRIFIC product?”
      Is the product bad or is the branding strategy bad ?

    • Qev
    • July 18th, 2012

    Yeah, wonderful ad. The self-esteem of people solely exists to be exploited for profit, yup yup.

    • cibby
    • July 24th, 2012

    this isnt real..you IDIOTS

  2. possible strategy taken up by Proactiv effective because many infected people do not want acne and they will immediately take action to tackle the problem of acne, but may present many options good products.

    • dadawd
    • September 7th, 2012

    This is hilarious and will definitely draw some butt-faggot girls in for rage.

    • dadawd
    • September 7th, 2012

    Cibby, In the adult world you need to research things before it comes out your anus alright hun? Its real, deal with it scrub.

  3. I don’t buy products which insult me or attempt to insult me. Bad strategy. If it were so effective, they’d still be using the ad, instead of paying pop stars like Justin Bieber to hawk their crappy product.

    • Julie
    • January 10th, 2013

    Well… that’s quite rude to most people. It’s suggesting that you can’t be happy if you have don’t have a partner or have acne… well jokes on them because you can be perfectly fine without a boyfriend and have acne.
    P.S If a person wouldn’t go out with you because you have acne, then they clearly aren’t the right person to be in a relationship with.

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  7. A fantastic read. I’ll certainly be back.

  8. hello!,I like your writing so a lot! percentage we keep in touch extra about your post on AOL? I need a specialist in this space to unravel my problem. Maybe that’s you! Having a look forward to look you.

  1. February 1st, 2011

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