This is a small project I, along with four of my classmates, took on for a digital marketing course at the University of Missouri-St. Louis. We were tasked with evaluating a commercial from this years Super Bowl. Here is what we came up with.

1. AVOCADOS FROM
MEXICO: THE
OUTCOME
By: Nathan Forshaw, Matthew Miklas, Alex
Winter, Levi Warren, Isela Sanchez
Perry Drake
University of Missouri-St. Louis
February 28, 2017
Group 2

3. Super Bowl 2017 advertisement
http://www.superbowlcommercials.co/avocados-from-mexico/

4. What They Did Right and Wrong
Right:
• Made the viewers laugh. A happy viewer is a good viewer. This is one thing
Avocados from mexico has done well over the last few years.
• Gained the attention of viewers through both humor and various conspiracies
• Involved a hashtag (#AvoSecrets)
Wrong
• Poor utilization of the hashtag strategy. They caught the viewers attention, they
made them laugh, they introduced a hashtag, but failed to give the users an idea
of how to employ the hashtag. While there commercial made a lot of
impressions on social media, I think they could have made more.

5. The Message from the Outcome.
• This ad aims to bust pre-conceived myths about the popular fruit by focusing on
its health benefits through the use of humor and a secret society of robed
members.
• The secret society aspect of the brand takes a satiric approach of the political
climate that has been happening with America’s southern neighboring country for
which the brand, Avocados From Mexico gets its name from.
• With President Donald Trump’s tough trade talk that aims at Mexico having a 20
percent tax in the near future, this commercial utilized the perfect time in world
events to spread its message.

6. Reactions
• "We always stay away from political stuff," said Alvaro Luque, president of the
Avocados From Mexico brand. "It's a risky game to play and at the end we don't
want to lose focus. Our message has to be clean that it's all about nutrition and
good times.“ Source: http://www.cnbc.com/2017/02/02/avocados-from-mexico-
keeps-on-message-in-super-bowl-ad.html
• This ad was somewhat controversial as it is advertising a brand that outsources a
product from another country and since the Super Bowl is a quintessential
American tradition, the Avocados From Mexico spot was unexpected by the
general viewing audience here in the States.

7. New Marketing Plan
For the new marketing plan there are many different ways
to go such as comedy or interactive so in the future for
Avocados from Mexico We came up with one of each.
Interactive
The Idea for this would be to have a series of commercials
as well as digital media to play along with a theme of
some type of recipe that is top secret. I think that if you
can get people to interact on social media and follow the
clues till the end it makes more enticing also for the prize
it could be a trip to Mexico showing of their “top secret”
product.

8. New Marketing Plan
For the second marketing plan it could have been
a commercial, involving a party scene. The host
of the party has a really great recipe for
guacamole. Everyone loves the guacamole, but
the host doesn’t want to give the place of where
they got the avocadoes away. They want to
keep it a secret so they have the best guacamole
all the time. With the #AVOSECRETS at the
end.

9. Social Media
Twitter: Twitter could be used to make the campaign interactive. By having people
share secrets with the #AvoSecrets, the topic would have stayed trending longer.
Facebook: Facebook would be the mode for extended the advertising. Because the
majority of consumers have facebook, they could push out new ads and expand on
the Super Bowl ad.
Instagram: Instagram could be used to show pictures of the secret to make the
campaign interactive. It would be use in unison with the twitter campaign but for
photos rather than words.
Website: The website would be best used for finding Avocados from Mexico to
buy. The marketing campaign needs to offer the end result, sell more avocados.

10. The end, thank you!