Recently, Trident came out with their newest gum, Trident Layers. It's a unique gum in that it is a gum sandwich with a sour flavor in the inside and a sweet flavor on the outside. And how do you go about advertising taste of gum through a print ad? Mostly with gum advertisements, I have found that you just have to create positive awareness and trust with the gum flavor (even if the consumer has never had the gum). If they see enough ads, with enough bright colors, and the gum is buzzworthy, it's a for-sure purchase when they're in the grocery store. The consumer can easily grab a handful of packs and throw them on the belt. Gum advertisements just have to create awareness of great taste, long-lasting taste, and something new, something better. I also wanted to talk about how social media plays into this a bit as well. The Facebook fanpage for Trident is here: http://www.facebook.com/tridentgum. Below are some creative copyline advertisements for their new gum:
Trident uses an ... more »
Posted: December 8, 2009 2:02 am | 0 comments
Tags: advertising, Gum, Trident
Credit cards are easy to promote. What is more fantastical than using a magical card to buy whatever you like! (And of course not include the dreadful part of actually paying off the card in the advertisements). Visa came up with their new campaign (semi-new, it has been around for a year or so) titled "Life Takes Visa." They took a whimsical, organized, and humorous perspective on the spending of money. They effectively correlated their television ads and their print ads. For example, watch the link below:
http://www.youtube.com/watch?v=Xy_PxLw1B_c&feature=related
Often pastry food stores, when placed with choreographed dancing can take off a fanciful, suburban, fairytale vibe (I would love to use the word whimsical again). They use bright colors, then place in the middle of this dance (of life), a gentlemen who chooses to pay with cash, and how that stops everything in his life and what is going on around him. In the bigger picture, Visa is trying to say: Visa is easy. Eve ... more »
Posted: December 8, 2009 12:16 am | 0 comments
Tags: advertising, Credit Cards, Visa
I don't know if any of you recall, but last January, in markets, and even our local Fens, there was a big change in the drink section. The Tropicana cartons were completely different. And while many of you probably didn't think much of it, and just grabbed for it, there was huge debate over the change (so much in fact that they reverted to the old carton design). Now some aesthetic lovers, loved the new modern carton. We liked the clean typography, the simplicity, and were ready for a change from the orange with the straw. However, aesthetics does not always rule consumers in terms of their buying patterns. Just because a bottle is prettier (although this makes me cringle) does not mean a consumer is more likely to buy it. And consumers get used to the standard design of products. Below is the old carton (left) versus new carton (right):
Consumers got confused and couldn't find their Tropicana cartons (and while I argue it really isn't neuro science), they had a drop in sales ... more »
Posted: December 1, 2009 10:44 am | 0 comments
Tags: advertising, Juice, Orange, Tropicana
How do you sell an expensive juice that is rich and bitter, but also tasteful? How does one even compete in the juice market when a lot of it is for children and families, but your product is higher end? I'm sure POM juice was thinking the same thing when they first began their company. So they chose the health angle, focusing on the trend of antioxidants at the time. People will buy into any health craze and anything they believe will help them live longer (I say this as a supporter of antioxidants and pomegranates). POM effectively advertised their product through clean cut ads. Their ads feature white backgrounds, causing them to stand out on billboards and bus stops. Most of their ads are placed on billboards, posters, and bus stops. The ads feature an image of the drink and usually some sort of "prop" that correlates with the tagline. The ads take on a comedic approach. Below we see the following ad:
The tagline uses "Life Support" as referencing to how pomegranates and ... more »
Posted: December 1, 2009 10:33 am | 0 comments
Tags: advertising, Juice, Pomegranite
I wanted to take a blog entry to talk about perfume advertisements, since mostly I focus on food and beverage advertisements. Fashion and perfume advertisements are a world of their own and take gender and body image into account. Part of what Juicy Couture stands for as a company is femininity, elegance, sass, spunk, and physical independence from man (but not necessary emotional or economical independence). They represent what I like to call "whimsical childhood make-believe grown-up."
These advertisements lack taglines, but they express a woman's desire to live out her childhood fantasies with a more adult perspective. Fantasies of being a princess, living in fairy tale land, where you can taste perfume, exotic desserts, everything is an extreme feminine, huge bows, gowns, unreal animals. Take for example, the advertisement above. We see women in beautiful, different-colored gowns. They seem to be worshipping the giant perfume bottle, and its presence fills the room (almost ... more »
Posted: November 30, 2009 8:33 pm | 0 comments
Tags: advertising, fashion, Juicy Couture
Recently, I was waiting for the T at Kenmore and looked at the slew of advertisements across the track. Absolut had purchased the whole wall for their new vodka, "Absolut Boston." Absolut is known for their amazing advertising campaigns. They are genius, visually and require a simple tagline. What makes their advertising even more effective is the name of their product, "Absolut." An advertising team can do so much with the word "absolute" more than they can with "oreo," "sam adams," or "vitamin water." Absolut has made vodkas for most major cities around the globe. So, it seems only natural that for Boston, they would focus on Bostonian's love for the Red Sox and the Celtics. After all, if there is anything I have learned and noticed in my three years in Massachusetts is their unhealthy obsession with their baseball team.
And how genius to take something they are obsessed with, and connect it to an alcoholic beverage?
The vodka is infused with black tea...to play off o ... more »
Posted: November 2, 2009 12:40 am | 2 comments
Tags: Absolut, advertising, Boston
Last year, Chase Bank acquired Washington Mutual and refurnished their banking locations in California to become Chase Banks. Chase Bank is one of the sixth financial institutions in the world, however, since it has never been used in California, they needed a strong advertising campaign to get new clients and customers. They decided to stick with their three main company colors: white, blue, and black. They hired McGarryBowen advertising agency to create these advertisements and commercials. Their campaign is called "Chase What Matters." They decided their target audience would be California citizens in general, and I'm guessing they wanted 18-50 year olds. Their advertisements were simple with a white background, a strong tagline, and a supporting image. For example, see below.
Chase uses humorous taglines that plays on the weather, in San Francisco. Citizens of San Francisco can then connect to these taglines. This creates a positive brand image for Chase. Chase put up t ... more »
Posted: October 25, 2009 11:26 pm | 0 comments
Tags: advertising, California, Chase Bank
This snickers advertising campaign for billboards, buses, and city advertising was started around 2006. It has been successful for almost 4 years now. The advertising campaign uses the visual design of the snickers logo and just replaces the Snickers text with their slogans and taglines. It allows for consumers to visually identify with the brand and look at the brand in a new way. With this advertising campaign, Snickers wanted to become part of the snack industry as well as the candy industry. Snickers used words such as hungry, snack, peanuts, and nuts in order to have consumers connecting Snickers to a snack as well. By trying to become part of the snack industry they move away from the negative idea of consuming candy. People feel better about consuming snacks more often than they do candy. By becoming part of the snack market, Snickers can be eaten more often. Consumers feel less guilty. Snickers wanted to send the message that their candy was about satisfying hunger, n ... more »
Posted: October 19, 2009 11:47 pm | 0 comments
Tags: advertising, Candy, Snickers
Since I explored Starbuck's advertising last week and their target against companies such as Dunkin Donuts or McDonalds who are providing lower cost coffee, I wanted to explore McDonald's ad campaign that took place last winter/spring of 2009. McDonald's launched an ad campaign over winter 2008 to spring 2009 in honor of their new coffee drinks. They wanted to separate themselves from Starbucks in the area of cost, but not quality. Not only did they create a series of billboards with creative lines, but they also played with the urban layout of major cities. For example, the ad below plays with the idea of street lights.
Right near my house in Los Angeles, CA, this giant frappucino is breaking out of a Citibank building.
I love these ads. Finally there is some creativity coming back in advertising. Creative taglines, creative plays on our environment, and being humorous. They definately bring the working class back into coffee and get that target audience. They get this targ ... more »
Posted: October 15, 2009 2:55 pm | 3 comments
Tags: advertising, Coffee, McDonald's
In the past year, Starbucks has launched a new ad campaign that features typography/background of old, rich, coffee, farming textures with witty taglines. These taglines tell consumers that yes, there is other coffee other there. They acknowledge their competition, such as Dunkin Donuts or Coffee Bean. However in two lines, they offer evidence as to why they are better. Starbucks' ads tell how some coffee places may be cheaper, for example Dunkin Donuts, but that you are sacrificing quality. This advertising campaign effectively parallels with Starbucks ideals. Starbucks is known for having rich, good quality coffee at a higher price, with a great store atmosphere. With their advertising, they do not offer change or a new product, but just reemphasize the quality of their coffee and why you go there. Not why you SHOULD go there, but why you already go there. This advertising campaign was most likely to keep their current customers from switching over to Dunkin Donuts or McDon ... more »
Posted: October 6, 2009 12:10 am | 0 comments
Tags: advertising, Coffee
