...And that's exactly what Crunch Gym does with its quirky personality.
It seems very common for fitness facilities after fitness facility to advertise with visual images of rippling muscles and taught and tone tummies. Nowadays, there are wider varieties of demographic groups marketed in gyms. In past entries, I wrote of strategies of appealing towards “everyday people” that Gold Gym’s and LA fitness employed. However, Crunch has a different take to break typical fitness advertising and “distinguishes itself from the fitness fray with offbeat humor and a message of self-acceptance.” (Diaz, 1999) Offbeat humor is an element commonly absent from many fitness facility advertisements.
Creative Director Nick Cohen of Crunch says "We wanted to take the idea of 'no judgements' -- anyone can come here, and develop it into 'Stop judging yourself.' That's kind of the Crunch philosophy." (Diaz, 1999)
Crunch took the focus off fitness for a sexy body or even for health reasons and instead put the emphasis on positioning themselves as a gym with personality. Since many of the crunch gym members fall into the young, educated, urban professional, category, this demographic accepts and can relate to this type of attitude in advertising.
These advertisements (below) are not your ordinary fitness gimmicks. They make you laugh and reword the way you think about fitness.
It is refreshing to see quirky humor in fitness facility advertisements. Be different (in a good way), and people will notice and like you!
Diaz, C. D. (1999). No washboard stomachs in gym ad: Crunch fitness continues quirky direction to boost brand. Retrieved from http://adage.com/article/news/washboard-stomachs-gym-ad-crunch-fitness-continues-quirky-direction-boost-brand-s-attitude/60565/
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