Activity 1: Existing media advertising campaigns
Snickers Advertising Campaign
An advertising campaign is an organised process to promote a product.
The Snickers “You’re not you when you’re hungry” campaign is an advertising campaign launched in 2010 which was started to help the brand grow globally.
The Campaign was very successful, winning awards at major gatherings such as Cannes Lions, The One Show, D&AD and the Emmys. It increased the growth of the brand around the world.
Snickers was advertised through TV adverts, where celebrities were used to endorse the snack. It was advertised as a snack that can fulfill your hunger, using phrases like “You’re not you when you’re hungry” and “Better?” “Better.”. Print media was also used for advertisement of the product. Posters were made with words spelt incorrectly, insinuating that you spell things wrong when you are hungry and that you should have a snickers bar to replenish.
The aim of the campaign was to increase the sales of the product and appeal to a wide audience worldwide.
The audience that Snickers are targeting is very wide, including men, women, children and elderly. The adverts grab the audience through use of context, colour themes and clever illustrations.
Gillette #metoo razor ad campaign
The Gillette metoo advertising campaign was launched to counter their older ad which used the slogan of “the best a man can get”. The old advert sparked a lot of controversy due to the toxic masculinity behind it. The new metoo razor campaign replaces the tagline with “The best men can be”. The short film advert on YouTube became viral very quickly, receiving praise and angry criticism.
The target audience for Gillette has typically been men, which is very explicit with the tagline “The best a man can get”. The ad stars men and focuses on masculine behaviours, and yet the ad appeals to and engages a female audience.
The aim of the message in the campaign is towards a movement against sexual harassment and toxic masculinity. Bernice King, daughter of the late civil rights legend Martin Luther King wrote “This commercial isn’t anti-male. It’s pro humanity, and it demonstrates that character can step up to change conditions.” However Actor James Wood accused Gillette of “Jumping on the ‘men are ho
rrible’ campaign” and pledged to boycott its products.
Strengths:
- Went viral
- Brand exposure
- Strong message
Weaknesses:
- Received a lot of criticism
- Controversial
Coca-Cola share a coke campaign
The Coca-Cola share a coke campaign was launched in 2013 and replaced the famous Coca-Cola logo with someone’s name, so that you can share a coke with someone and have their name on the label. Coca-Cola selected the UK’s most popular names and printed them on the labels, and made more available online. The advertising campaign quickly became one of the most successful the company had done.
The target audience for the campaign was predominantly young adults between the ages of 18-25. However the share a coke campaign tried to limit alienation and made the product appeal to all. The idea of the campaign was to capture people’s eyes and differ from other drink products.
Strengths
- Unique
- Successful
- Attracts attention
Weaknesses
- Makes the brand on the bottle less obvious as they replace the brand name with a person’s name.
- Cannot supply for every name
Lucozade Advert – Activity 2
Media types: Film for TV advert, print media for poster, banner for website
Target audience: Predominantly male, teenager to young male. People who do physical activity regularly.
Audio: A range of music and sound effects. Starting with downbeat music, gradually becoming upbeat. Sound effects related to the drink e.g. fizzing, lid opening.
Location: Field/football pitch, a house.
Costume and colour design: Football gear being worn, colours relating to the product e.g. orange. Colours in the advert will be bright and ’energetic’.
Client needs: Clients will have a desire for the drink to fulfil their needs of performing better athletically. Safety will also be a client need with the hydration factor, and in a few ads Lucozade claims it is “better than water”.
Distribution: My advert will be distributed through TV breaks during the Euros 2020. The advert will be also be on posters on buses.
Justification
The key messages for the campaign will be that when you drink lucozade you feel good and enjoy what you do whilst performing well. This is important as it is a positive message which can draw the attention of a large range of people. The positive connotation of the advert will allow people to associate the drink with having a good time and enjoying themselves. The Euros is in the Summer and people will be enjoying themselves out in the sun, so the advert could encourage people to drink a Lucozade at these times.
I chose to do a TV advert and bus poster because I believe that is what will draw the most attention to the campaign. Numbers of people watching TV will increase dramatically during the Euros, which means many people who are interested in sport will be viewing the advert.
Storyboard
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