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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.
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