Teen Cuisine - Creative Rational

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Business class project: creative presentation for the launch of a new line of frozen food products for teenagers. Rational of the advertising campaign - Ross School of Business, University of Michigan, Winter 2008 [English]

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Teen Cuisine - Creative Rational

  1. 1. CREATIVE Marco Santo Danesi Ross School of Business, University of Michigan MKT 407 – Winter 2008
  2. 2. Print advertisements
  3. 3. •Kids/teens (9-14 years old) 2 ad 2 targets campaigns •Moms (or parents/guardians in general; whoever buys food for their children )
  4. 4. Adults ads Key points: Serious and professional tone Focus on health, nutrition, and emotions We chose to not be overly informative, but to provide a main statement and a nutrition fact chart (based on our Pizza meal, highlighting important facts, such as fat, fiber, vitamin A and calcium) The choice of images and slogans is more carefully and meticulously applied.
  5. 5. Adults ads Main The layout: message Main image Logo Slogan Package Nutrition Facts Website chart
  6. 6. Promo
  7. 7. Adults ads Conclusion: We want to convey the emotion one associates with family, growing up and home cooking, but stress the importance and ease of “simple” and good ingredients as a recipe for the perfect meal. We want moms to feel special
  8. 8. Kids/Teens ads Key points: Colorful and playful ad Focus on images and small texts, without providing too much information Happy, smiley teenagers and speech balloons with short phrasal expressions Emphasis on good taste, fun and promotions Fun and attractive promotions Famous TV and music testimonials
  9. 9. Kids/Teens ads Package The layout: Main image Promo description Speech ballon Promo area Logo & website
  10. 10. Slogan
  11. 11. TV commercial Key points: We were inspired by one of the teen ads we made (#6) Based on the catchy slogan we came up with (“The party starts in your microwave”) We started from the concept of a party in the microwave We wanted to sponsor our two main promotions: High School Musical and iTunes We used actual video clips taken from High School Musical 2… … and a song from the same show (“What time is it?”)

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