Fitbit Flex Commercials

explanatory Essay
1284 words
1284 words

Campbell, D. Netzer, A., International Joint Ventures. Volume 30
Retrieve from
Pulin, K., (2012, Aug. 6) What Brazilians Watch on TV.
Retrieve from
Henrique, E. (2012, Dec. 16) 4 Predictions for the Brazilian Mobile Phone Market for 2013. Retrieved from
Lizama, V. (2013, Oct. 18) The Latest on Media Consumption in Brazil. Retrieved from
Chanes, L. Cigarini, M. Martins G. A. (2013, Aug.) TV or not TV: Making more of your marketing dollars in Brazil. Retrieved from
Coelho,F. (2012, July.) Branding Brazil. Retrieved from

Fitbit will implement a different marketing approach in Brazil compared to the U.S. in order to generate buzz around the brand name. To capitalize on Brazil’s deep passion for soccer, Fitbit will introduce the Fitbit Flex to the Brazilian market during the weeks leading to the 2014 World Cup. In order to meet local and cultural taste, Fitbit will launch the “Brazilian World Cup 2014” version with a color scheme that correlates with the colors on the Brazilian flag. This special edition of the Fitbit Flex will be available in retail stores in major cities such as Sao Paulo, Rio de Janeiro, and Salvador.
Before mass distribution of the Flex wristband, Fitbit will give samples to the National Brazilian team to wear duri...

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...ll focus on listing the various features of the product. In order to grab readers’ attention, these ads will feature Neymar da Silva Santos, a popular Brazilian soccer player wearing a Fitbit Flex around his wrist. The message will communicate that Fitbit Flex is an all-in-one fitness tracker that helps individuals such as professional athlete to the average person live an active lifestyle.
Possible Drawbacks
In September 2006, mayor of Sao Paulo, Gilberto Kassab enforced the Clean City Law that prohibited outdoor advertising such as large billboards, posters, transit advertising, and electronic ads. This prohibition was the mayor’s attempt to control the visual pollution in the city after many advertisers illegally placed billboards around the city. As a result, advertisers are forced to find creative alternatives to promote their products (Hinchberger, 2011).

In this essay, the author

  • Cites campbell, d. netzer, a., international joint ventures, volume 30, and pulin, k.
  • Cites lizama, v., cigarini, martins, g. a. and coelho, f.
  • Explains that fitbit will implement a different marketing approach in brazil compared to the u.s. to generate buzz around the brand name.
  • Explains that fitbit will give samples to the national brazilian team to wear during their practice for the world cup and produce an online video-series showing the players with the wristbands as they practice on the soccer field.
  • Explains that brazil is the world's fifth-largest online market with 78.5 million individuals with access to the internet and 47.5 million active users. fitbit flex will use google mobile ads to reach a substantial audience.
  • Explains that fitbit will utilize various social media sites to connect with brazilian consumers, announce promotional offers, and obtain consumer feedback.
  • Explains brazil has a large media market with areas such as television, radio broadcast and print high penetration rates. television advertising is an effective method since about 95% of brazilian households own television.
  • Explains that fitbit will create two commercials ad that will be heavily aired before and during the 2014 world cup.
  • Explains that the second fitbit flex 30-second commercial will have an informative appeal that focus on the features and design of the wristband.
  • Explains that radio is one of the dominant media channels in brazil. radio advertisements are less expensive and can be created in less time than television commercials.
  • Explains that fitbit will place print ads in popular sports, health, and fitness magazines. the ads will feature neymar da silva santos, a popular brazilian soccer player.
  • Explains that the mayor of sao paulo, gilberto kassab enforced the clean city law that prohibited outdoor advertising such as large billboards, posters, transit advertising, and electronic ads.
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