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Quick Review of Assignment Two: 3 Hershey Pretzel
Bite Ad Concepts
- Background: For a limited time, Hershey's
will be offering two new varieties of Bites -- Hershey's
Milk Chocolate Pretzel Bites and Hershey's White Chocolate
Pretzel Bites.
- Advertising Objective: (Primary) Drive
awareness and purchase new Hershey's Pretzel Bites.
(Secondary) Maintain awareness of the entire Bites
line.
- Target: All chocolate candy eaters ages
13 to 49
- Net Impression: Now there's new Hersey's
Bites. Bite-size pretzels covered with delicious Hershey's
chocolate that you can munch by the handful.
- Brand Character: Energetic, spunky, sassy
and irreverant. You always know when the Bites are
around.
- Executional Mandatories: Print, 4-color
bleed running in news weeklies.
- Also, bring in one very good print ad and one very
bad print ad.
- Note: You should be able to identify where the campaign
would go next.
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Doing Parodies in Advertising
- If you ever do a parody of other types of advertising
(e.g. old-style 195o's ads), you really have to push
the parody to make it clear that you're poking fun.
Direct Headlines
- When writing headline copy, be specific about the
product you're advertising.
- How many different products can you talk about with
this same headline? If it's a lot, then you're in
trouble. It should speak directly to the product you're
pushing.
- "The more you can't substitute the product
with another product, the better the headline works
because it's tied closer to the brand. It's a good
ad."
- "95% of advertising is
figuring out what the ad is about."
Sex in Advertising
- One of the students put up her ad concepts which
all used sex to sell pretzel bites. Two of the ads
had pictures of one woman between two men with the
headline, "I had two in one night." Another
ad featured a photo of three women talking and had
the headline, "Last night, I had five in a row."
- "Sex has nothing to do with the premise
of selling pretzel bites. 'Hold
the Mustard.', however has something to do with
the pretzel."
- Using sex is borrowed
interest -- you're borrowing the interest in sex to
sell something that it has nothing or very little
to do with.
- Sex is only for appeal -- this is the low road.
- "If the purpose of advertising was to stop
people, I'd put 'Shit.' on a page."
- The student was trying to say that chocolate
was better than sex.
- You can use double
entendres, but it has to be about the love of the
product.
Using the President in Ads
- A student used the idea of President Bush who, a
few months ago, choked on a pretzel, giving approval
to these pretzel bites.
- Someone asked if anyone has ever used a
sitting US President in ads. Kuperman said there have
been a ton. He used a picture of Nixon from the Nixon/Kennedy
debate with the headline for a Sony video camera,
"If he had one of these who knows how he would
have done."
Puns Are an Easy Way Out
- Only a few visual puns have worked well. (e.g. Mobil
Safety Campaign -- picture of rows of tombstones with
headline, "Everyone here stays in their own lanes.";
Volkswagon -- picture of a VW being towed with the
headline, "Rare photo.")
- The reason why puns don't
work as well anymore is because the level of sphistication
of people is much higher now than in the 60's.
- "A good idea
can be miscommunicated. And you can miscommunicate
a bad idea. These are the light ideas."
Absolut Vodka Ad Campaign and Visual Puns
- Kuperman was Creative Director at one point on the
Absolut Vodka account.
- Absolut doesn't have
to pull off the visual pun anymore. They've already
earned the trust of the audience because they've executed
so well, so often and for so long.
- "Even when they do a bad one, it doesn't
weigh down the campaign."
- Someone showed ad of Absolut Vodka bottle upside
down on a blue yoga mat with headline, "Absolut
Yoga." Kuperman said it wasn't good -- they had
to go so far to make it work -- too contrived. You
shouldn't have to see the construction of the ad by
seeing that they had to put it on a blue mat, etc.
Nike ad with Jason Giambi hitting home runs gradually
landing farther and farther into NYC is good because
there's a natural flow to it.
- In "Hold
the Mustard." you saw the connection, it
didn't seem unusual, it just works.
- The original Absolut ads were better because they
spoke more directly to what the vodka was about (e.g.
"Absolut Clear.", "Absolut Truth.",
"Absolut Martini.") Absolut Mandarin
does a better job of this because they came back to
campaign's roots (e.g. "Absolut Twist.")
The Three Kinds of Advertising
- Unique Product Benefit
- Product so unique, just
by telling about it you make the sell (e.g. When Polaroid
first came out.)
- Parity Products
- Nothing
unique to product in comparison to competition.
- The more parity there
is, the more creativity is needed.
- One solution is to
find that one thing that will separate the product
from the rest.
- e.g. And orange
juice maker asked the people at the factory line what
would happen if they didn't take the pulp out, they
said nothing except maybe more efficiency. The company
did more research and found that people thought orange
juice with pulp was fresher. So, they made the pulp
a unique selling product.
- Sometimes a disadvantage
in the market works (e.g. Chivas's higher price
caused them to use the headline, "Go ahead, you're
worth it."; Avis knew they were #2 in the U.S.,
so they chaged the tagline to "We Try Harder.")
-
Technology has dramatically reduced the lifetime of
unique selling benefits.
- Reminder Advertising
- This is where you want to
be. All you have to do is just do
reminder ads.
- Nike and Absolut are at
this point.
Background Behind Apple's "Think
Different." Campaign
- Kuperman was CEO of Chiat/Day Los Angeles at the
time.
- Apple needed a campaign that would remind people
that 1) it was a great company and 2) they were going
to be around for a while.
- "Think Diffferent." appealed to installed
base reminding people about how great Apple is. The
hardware design backed up the idea that they'll be
around.
- Choosing your media
gives you control over who you talk to.
- NOTE: A student asked about using "Think
Differently." citing grammatical reasons. Kuperman
said that it was never considered, really, not until
the end. And even after that it was brought up after
a long whilde, it quickly dismissed. " 'Think
Different.' is more of what we do not what we're told
to do. It just sounds better."
- " 'Think
Different.' wasn't an ad campaign -- it was an idea
for the company. It's still there, but just executed
differently now." Now Apple is
concentrating on the software.
Assignment Three: 3 Ad Concepts as a Campaign
Due Wed., Oct. 9, 2002
- Background: Svedka
Vodka is wants to compete with vodkas like Smirnoff
Vodka.
- Their current ad campaign
uses sex.
- Net Impression: Svedka is a high-quality
ad at a reasonable price.
- Brand Character: The ads should be spontaneous,
uninhibited, spirited, sexy, cool.
- Executional Mandatories: Print, 3 ads in
a campaign manner -- Kuperman wants to see how the
idea works in ads in succession.
- Also, bring in all scribbles and notes that lead
to the final concept.
- "There are some
categories where you'll almost always deal in parity
(e.g. fashion, liquor, cigarettes, etc.)
Sometimes it's the the way it looks that is the idea
of the brand."
- NOTE: There is more background
information that I will not divulge for ethical and
possibly legal reasons.
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