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Similar to Current Advertisement Why is the ad weak ● Message.docx
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Current Advertisement Why is the ad weak ● Message.docx
- 1. Current Advertisement Why is the ad weak? ● Message is unclear ● Makes the candy look unappetizing ● Doesn’t show the advantage/benefit of the product ● It’s hard to understand the commercial because it’s seems to be all over the place ● Doesn’t show the candy being eaten or enjoyed Link: http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers- minis-disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis-
- 2. disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection http://www.ispot.tv/ad/7893/trolli-sour-brite-crawlers-minis- disection New Tagline: Let the GUMMINESS Crawl to You Keeps the “weird” theme, but relates to Trolli’s products Describes the texture of the candy Focuses on product Excitement Old Tagline: Weirdly Awesome ● Old tagline is too vague ● Doesn’t focus on the product or what the product really is Storyboard
- 3. Young man walks into living room He sits down and turns on TV Opens a bag of Trolli Sour Brite crawlers Gummy worms start to crawl out of bag Drops bag on the ground in shock Worms begin to crawl towards him Worms climb up his shoulder Worms cover his head while climbing He eats one off his head and enjoys it Ending shot of logo
- 4. and tagline Trolli’s Viral Ad Trolli__Geis.mp4 Website Enter your Gumminess vine on our website! Winner’s vine will be shared on all of our social media platforms and win $200. Make sure to #vineyourgumminess. You can find more details at www.Gumminess.com Current website: http://www.weirdlyawesom
- 5. e.com http://www.Gumminess.com http://www.weirdlyawesome.com http://www.weirdlyawesome.com http://www.weirdlyawesome.com Twitter Let the Gumminess Crawl to You Facebook Facebook Vine Fan Video Campaign Using the hashtag #vineyourgumminess, Trolli fans can create their own Vines of Trolli gummies. Videos must incorporate the slogan “Let the GUMMINESS crawl to you” and must include some type of Trolli candy. Extra points for
- 6. weirdness & creativity! Over 3 months, 1 winner of this contest will be determined each month by overall shares, likes, and Trolli’s opinion of the video. Winners’ Vines will be shared on all of Trolli’s social media platforms and winners will each receive $200. Let the Gumminess Crawl to You Current ad: Tagline: “Double the You” Problems: •Weakly related to product •Creates confusion Am I going to turn into a beaver? •Bizarre humor http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver
- 7. http://www.ispot.tv/ad/Aky4/starbucks-doubleshot-eager-beaver Why our tagline/ads? Tagline: “Double or Nothing” • Catchy • Memorable • Common phrase Ads: •Concise •Pertinent to product •Appeal to humor Ads Math Dinner Darts https://youtu.be/00eQtP8jNYY https://youtu.be/AxILlPa5Hx8 Doubleshot - Math.3gp Doubleshot - Dinner.3gp Doubleshot - Darts.3gp https://youtu.be/RwHqG-nj67c Facebook Expand reach on Social Media expose all facebook users to Doubleshot product Establish Facebook Page Encourage Consumer Videos
- 8. Ask consumers to post and share their own videos to page with #doubleornothing Important to Establish Credibility Possible pages for alternative recipes Ordering a Doubleshot on ice at on site store Twitter Participate in industry conversation Easy to reach large number of followers Engage with followers Tweets are short and simple Understanding tool Target audience expectations ORM (Online Reputation Management) See complaints/compliments in real-time Vine Perfect for the short ads Maximum of 7 second videos Highlight brand advocates Entertainment anywhere & everywhere Easy to reach followers Behind the scenes videos
- 9. Promote contests using hashtags #DoubleOrNothing YouTube Ability to directly advertise Can segment target audience thanks to Google AdWords integration Ads normally have 3 second waiting time to skip Very few will skip last 4 seconds of ad Encourages sharing on page of the video itself Organize into a playlist so people can go through all of them quickly YouTube ● 15 second ads are “the new black”, why not half that? ○ The number of 15-second television commercials jumped more than 80 percent between 2008 and 2012 according to Nielsen Media Research
- 10. Consumers are developing the same “avoidance” tendencies they do online as they do with TV Short-form video ads produce 25% higher brand recall and 42% higher purchase intent for product or service Red Bull “Red Bull gives you wings” Red Bull Gives you Wings Current Brand Positioning Red Bull Position itself as highly motivating energy drink which provides you enough strength to jump out of your box and enables you to do the impossible. “Red Bull Gives You Wings”
- 11. Red Bull’s Social Media Twitter Red Bull Instagram Red Bull Facebook Red Bull YouTube Social Media Overview Strongest following on Facebook: 48 Million Strengths: Consistent theme over all platforms. Possible Improvements: More frequent posting on social media Strong interaction between social media team and consumers. SWOT Analysis Strengths: Strong and free cash flow Reliable suppliers Product innovation Customers' satisfaction
- 12. Highly successful marketing strategies Highly skilled work force Excellent returns on capital expenditures Excellent performance in new markets SWOT Analysis Weakness: High attrition rate in work force Not highly successful integrating firms with different work culture Lack of efficient and proper financial planning Low investment in new technologies Not spending much in development and research as compared to its competitors. SWOT Analysis Opportunities for Red Bull: Opening of new markets Governmental green derive and new environmental policies Decreasing cost of transportation New trends in customer’s behavior Economic uptick and increase in customer spending The impact of new taxation policy Low transportation rates. SWOT Analysis Threats: Intense competition Currency fluctuation (as it is operating business in various countries). No innovation Imitation of local and counterfeit products
- 13. Changing consumer’s behavior from manual shopping to online shopping. Company can face lawsuits in different countries. Targeted Audience Demographics 16-30 years old Mainly males and partly female consumers Targets wealthy consumers Students, working professionals, sports enthusiasts, athletes audience. Psychographics Students, business class and working class executives Ambitious and open to experience. Regular users Medium usage rate Medium loyalty ratio Enthusiastic attitude towards product Media Activity and Barriers to Use Commercial Ads Encourages its users to jump out of the box Consistent theme with variety of unique and innovative content Make sure product is presented in a good way Primary Competitors Primary Competitors Pepsi-co: Coca-cola Diet Pepsi Dasani Mountain dew PowerAde
- 14. Marinda Cappy Pepsi Max Hi-C Starbucks Caffeine free coca-cola Aquafina Nestea Nestle: Nescafe Blue bottle coffee Alcon Strength and Weakness of Competitors The competition among Red bull and competitors is very high as all the brands have Strong media presence Popular commercials Customer engaging content Innovation in media advertisement Strong fan following on almost all media platforms. Current Tag Lines of Red Bull’s Competitors Tagline of Pepsi: Live For Now Tagline of Nestle Good Food, Good Life Tagline of Coca-cola: Taste The Feeling Competitor’s Social Media Competitor’s Social Media
- 15. Competitor’s Social Media Thank You INTEGRATED MARKETING CAMPAIGN ‒Ad Review ‒Brand—Category Review ‒IMC Social Media Campaign ❑ New tagline (& why it’s stronger than current)—creative brief ❑ 30-60 second viral ad ❑ Extend tagline in 3 social media platforms Facebook—Twitter—Instagram—Snapchat? • Your team should act as an ad agency with the class
- 16. as the client • Each agency has chosen a brand with weak advertising • The final phase of the assignment is to: • Create a new tagline for the brand you’ve chosen • Develop a storyboard for a 30 second viral ad • Turn the storyboard into a video for a 30 sec viral ad • Extend campaign into social media—using 3+ social media platforms (Facebook—Twitter—Snapchat—Instagram—Vine?) Agency Pitch—IMC Campaign Post your power point slides & video on or before 11:59 p.m. on April 30 —Presentations In Class: April 30, May 7—May 9 Present to class as if they’re the client—everyone on your team must speak Order of presentations determined by professor in advance The client (students) will evaluate each team’s presentation If you’re not here on the day your team presents, you won’t get any points for the project
- 17. FINAL PRESENTATION REQUIREMENTS Additional Information will be posted on D2L Show current ad State why current ad is weak Your Recommended Tagline State your recommended tagline Identify why it’s stronger than their current tagline Example of a Storyboard—Nokia Ad Talk through your storyboard for the 30 second viral ad Show your recommended 30 second viral ad Then extend the campaign into social media
- 18. campaign –using 3+ social media platforms (e.g. facebook, snapchat, instagram, twitter—based on what makes sense for brand & category Talk about how your tagline could be incorporated on to Facebook Talk about how your brand’s tagline could be incorporated on Twitter Finding a Great Tagline • A tagline is a small sentence, ideally less than five words, that says all that you are • Concisely if you told someone what the company does • A natural extension of the company’s positioning statement • Differentiates from the competitors while expressing the company’s personality • Adds consistency to marketing communications • Engages your audience
- 19. • Can be somewhat aspirational and also inspirational • Memorable, but could be dramatic • Can stand the test of time Tagline Evaluation • Is this tagline meaningful? • How appealing is this tagline overall? • How clear is the tagline? Easy to comprehend? • Does it fit with the company? • Is this unique to company? • Does this tagline change your opinion of the company? (positive, negative or no change) • Is this believable? • Is there creative potential?