Dept of Defense Says Don't Drink with 'That Guy'


The Department of Defense takes a shot at drinking with That Guy, another one of those characteristically we-speak-your-language government campaigns that, in a wildly uncool manner, attempts to demonstrate how uncool it is to be a drinker.

The site feels a bit dated and we agree with Bill at Make the Logo Bigger: there's not much of an attempt to reach out to swig-happy women, and you know we've seen a few. It's also a little stupid to put a "Fun Stuff" section on a site that hopes to lay it on thick about the mals of the bottle. - Contributed by Angela Natividad

by Angela Natividad    Dec-13-06   Click to Comment   
Topic: Campaigns, Online, Social   

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It is interesting that you say it is uncool and left out women. Your comment indicates that the site is not targeting you, a female. To be cost-effective and reach the best audience the DoD did do excellent market research with the target population of the most high risk drinking servicement. They conducted focus groups with them. They used the language servicemen who drank 7 or more drinks when they party or socialize. The That Guy site reflects messages that what those guys would attend to based on their attitudes, perceptions, and behaviors. Also, it can't be too dated since the market research was done within a year of your comment.

Posted by: Jim Grizzell on August 8, 2008 10:11 AM