Justin Woods

6/19/02

Dr. Laforge

Buddy Lee

            The message of the Buddy Lee ad seems to be effective in reaching the Generation Y audience.  Teens like the new tougher image that Buddy Lee represents in the ads.  The teens feel like they are getting a durable product because the “Can’t bust ‘em” theme is portrayed in all of the ads.  Along with the main focus of the jeans being tough, the ads try to show that someone who wears Dungarees as being brave and liked by everyone.  Lee does this by making Buddy Lee a sort of hero in the ads.  Buddy Lee is put in serious situations and, no matter what happens, he and his dungarees always come out on top and unblemished.  Although this is not the main focus of the ads, this type of image can still play a role in the decision process of a teenager. 

Place is not covered in this case because the mass merchandisers and department stores are the right place for Lee Dungarees to be.  This is because the tough and rugged image that Buddy Lee promotes in the ads is received more readily by consumers who are also tough and rugged.  Typically these very hard-working consumers are in the middle to lower class, and would be more likely to shop at a mass merchandiser or discount store than they would be to shop at a specialty or high-prestige store.

Lee seems to have done a good job in there marketing efforts concerning the recreation of Buddy Lee.  The consumer friendly ads and “Can’t bust ‘em” theme has been able to connect with the Generation Y audience, and increases in the market share of Lee can be attributed to this.