I just recently received the March issue of ROAD magazine and saw the new KHS two page ad. I am very happy to say that the new ad is far better and conveys a much better image for the brand. I'm not saying the ad is perfect, but it is a far cry better than past ads.
This new ad has a gigantic image of their new high-end road bike and smaller images of two other models. In the upper right corner of the ad is a solo male rider riding over the crest of a hill. Man and bike- a simple image. The caption for the ad reads "Turn you riding buddies into road kill!" Much better than the previous ads and still holds onto an edgier image than other more "traditional" road bike brands (which I am assuming was the goal, but I could be wrong).
Shortly after the first post here mentioning KHS, I was told by a friend "in the know" that I was not alone on my assessment of the effectiveness and impact of the older ads. Allegedly, KHS was already moving away from those ads and seeking to make strides to improve/ polish brand image. I wish I could say that it was all due to my first post, but it seems that KHS was already thinking ahead. (I also noticed quite a few visits here from KHS, though I doubt my comments had anything to do with their decisions- though I certainly invite their feedback.)
Chief Kool-Aid Dispenser
Posted by Tim Jackson at 9:45 PM