Forget about the masses. Citron Haligman Bedecarrƒ/Euro RSCG is unveiling a new positioning for The Good Guys electronics stores that is aimed squarely at fanatics.
The San Francisco agency crafted a new logo and tagline for an estimated $8-10 million TV effort that breaks this week.
The tag, "It doesn't get any gooder," reinforces the company's new attitude and its focus on men 30-50 who consider electronics an essential part of daily life, said company officials. Until now, the agency has concentrated on radio and print ads designed to appeal to a broader audience.
"Our new ads cater to the early adopters and [tech-] savvy consumers that dominate the West Coast," said Jon Wylie, company vice president of advertising.
The ads, which air on spot and cable TV in the Western states, play off men's "electronic envy" of their friends and their obsession with the latest digital toys. New print work, radio ads, direct mail and store displays round out the retailer's revamped identity.