The document discusses three advertising campaigns: 1) Valspar's "Color for the Colorblind" campaign in 2015 centered around a documentary to help people understand colorblindness. They used social media, websites, print ads, and store installations. 2) Coca-Cola Canada's "Play a Coke" campaign in 2016 featured packaging with scannable Spotify codes, Spotify ads, social media videos and influencers to integrate Coke into summer. 3) matchaLOVE's "Stay Grounded" campaign in 2017 in the US used social media, digital ads, and influencers to promote their energy-boosting matcha drinks.

1. JS
ADVE 709-A01
Professor Misra-Deshpande
Jennifer Slogar

2. Campaign 1
Extension
Options
Campaign 1
Extension
Options

3. JS
Valspar: Color for the Colorblind (2015)
The goal of this ad campaign was to
bring color to those who are color-
blind, and to help people who can see
color understand what it’s like to be
colorblind. Valspar wanted to create an
inspiring and heart-tugging campaign
that would also help bring positive at-
tention to their brand.

4. JS
Valspar: Color for the Colorblind (2015)
The entire campaign was centered around a short documentary, ‘Color for the Colorblind.’ They also
implemented social media, a website, a print ad in a magazine, special store installations, and a
hashtag challenge encouraging people to take part in the campaign and share their stories.
Extended media strategies that could be done to further their documentary
success could be utilizing tik tok to encourage consumers to share their stories,
showing the documentary in movie theaters, and creating animated billboards.

5. Coca-Cola Canada: Play a Coke (2016)
The goal of this ad campaign was to
insert the ad naturally into teens’ lives
and build upon the sucessful ‘Share a
Coke’ campaign. Centered around a
new Coke label that when scanned,
generated a Spotify playlist, this cam-
paign aimed to integrate Coke into the
summer of 2016.

6. Coca-Cola Canada: Play a Coke (2016)
The new packaging with the scannable Spotify code
was the central strategy. The ad campaign paired
this with Spotify ads, video posts on Twitter and FB,
and partnered with social media influencers.
To extend on this, more social media platforms such as Snap-
chat, Instagram & Tik Tok could be employed, as well as bill-
boards and Hulu/Youtube ads

7. The goal of this ad campaign was to in-
crease brand awareness and sales of
Japanese company, ITO EN, in the
United States. Their unique selling
point was that although their drinks
were energy boosting, it was in a calm-
ing and grounding way.
matchaLOVE: Stay Grounded Campaign (2017)

8. The ad campaign strategy was rooted in the gentle grounding energy that
the drink had. Facebook, Instagram, Pinterest, digital display banners, a
branded Amazon storefront and social media influencers all were used to
help integrate this drink into an average American woman’s life.
Extended media strategies could include ads in print magazines, AR filters
for Snapchat/Instagram, and a series of city pole kiosks.
matchaLOVE: Stay Grounded Campaign (2017)

9. JShttps://0-www-warc-com.library.scad.edu/content/article/mma-smarties/matcha-love-stay-grounded-campaign/113132
https://0-www-warc-com.library.scad.edu/content/article/cca/coca-cola-canada-play-a-coke/110198
https://0-www-warc-com.library.scad.edu/content/article/warc-cases/valspar-color-for-the-colorblind/107302
Links