3 posters to tap into chav culture

by Ben Carter, Marketing 27-Oct-04

3 will this week become the first consumer brand to cash in on the so-called 'chav' phenomenon with posters depicting 'chav' characters.

'Chav' was named buzzword of the year in a language report from the Oxford University Press last week. It has been defined as a person who follows a particular fashion, which includes branded baseball caps and/or big gold jewellery.

The theme will appear as part of 3's 'Critters' advertising. Initially, the characters, wearing a Burberry baseball cap and heavy jewellery, will appear in posters in 3 outlets nationwide, promoting accessories such as branded hands-free kits, phone cases and headsets.

The ads will use the straplines 'Need something nice to go with your new mobile' and 'Buy your new mobile something nice.'

News analysis, page 14.