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Bongo
Challenge
Bongo Jeans, a division of Candies, wanted to promote its line among a hard-to-reach population of young women between the ages of 12 and 19 years of age.
Solution
It was decided to try to think like a teenage girl (use this space for joke about the agency). Interviewed were a number (124) of school age young women in an upscale girl's boarding school - Garrison Forest, an Owings Mills, Maryland Junior High Class, an inner city co-ed school - Northwest High School in Baltimore, Maryland, and a suburban co-ed school, Pikesville High School in Pikesville, Maryland. It was found that girls in that age group don't want too much in the way of lecture. They want to start finding out things on their own, and there are a number of things that set them off. Keeping copy short and concentrated on exploding myths and illustrating aspirations was the approach. Fashions were subtly displayed, and the copy kept away from promises. "just let me b" became the position and the tag has endured.
just let me b