What Is Demographic Segmentation, & How Do You Do It?


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Before you dive into this blog post, I want you to watch this video.

If you laughed at this ad because Danny Tanner’s obsession with cleanliness ruined Uncle Jesse’s romantic moment, then this commercial is just for you. But if you have no idea what I’m talking about, then you’re not in Dannon’s target audience.

To explain further, Danny Tanner and Uncle Jesse were two of the main characters in Full House, a hugely popular family sitcom that aired from the late 1980s to the mid 1990s. When its reruns were syndicated during the mid-to-late 2000s, the show gained even more popularity.

In 2014, Dannon bought a Super Bowl ad spot to promote their Oikos Greek Yogurt commercial, and they knew it had to resonate with as much of their their target market as possible, which was most likely young-to-middle aged adults.

So, to avoid bombing on the biggest advertising stage of the year, they decided to sneak a bit into their commercial from one of the most beloved TV shows that their target market watched as kids -- Full House.

Now, if Dannon’s target market consisted of young kids or older adults, they probably wouldn’t have

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