Recently, I've been noticing these ads of a television, print, and internet ads by a well-known campaign company/organization, bringing awareness to the consumers about the dangers of cigarettes. Operated by TRUTH.com, the campaign, Shards-O-Glass, has recently taken off draw attention to this warning about consumers being vulnerable and unaware how the [cigarette] industry mislabels their warning labels, how they advertise denying any allegations on how dangerous it is, and how they mislead the consumers on the numerous hazardous chemicals they put in their cigarettes.
On their website, they state their mission as "Our philosophy isn't anti-smoker or pro-smoker. It's not even so much about smoking. It's about an industry manipulating its products, facts and advertising to secure replacements for the 1200 customers they 'loose' every day. You know, because they die."
This definitely relates to what we have discussed and read in class about materials on how brands bring awareness to the consumers. Instead of being the ordinary consumer brand, this would particularly be a sort of public announcement/public awareness type of brand grabbing the consumers' attention and letting them know the reality on the truth and real facts about how the industry operates and manipulates its customers.
I'm really impressed how Southwest Airlines has stayed competitive among the other giant airlines, i.e. American Airlines, United, Delta, and so on.....Yet again, the reason is they bought their jet fuel (oil) reserve prices fixed on the market about 10 years down the road, which is an advantage since other airlines are struggling due to the rising cost of oil. In return, the other airlines are ridiculously coming up with ways to increase profits to offset the soaring cost of oil.
In the Southwest Airlines TV, Internet and print ads, they do a good job capitalizing on travelers' unhappiness about the growing list of fees and charges. Other airline's ideas include tacking on bogus fees like baggage fees, carry-on fees, food and beverage fees, even pillow fees among others.
Southwest Airlines doesn't charge any fees whatsoever, as their signature tag line is "Bags Fly Free." They are really pushing their message out there as the brand is not going to do what other airlines are going to do, and they want to get the message out there that they are different than their competitors. This airline brand has done a superb job of targeting their audience, which is people who travel anywhere whether you're a business person, a family taking a vacation or a relative visiting other relatives; you're not going to be surprised by any hidden fees when you're flying this airline.
The ads Southwest Airlines are running pertains to what we are learning in class as it persuades the audience to fly an airline that charges no baggage fee, whatsoever. Also, flying a quality, and comfort airline, you're going to get to your destination on-time, with your baggage being there at your destination.
I personally think they have done a good job on their TV ads, having several key messages to have the audience think over when they are flying again. In hard times like these, people are going to find ways to cut expenses, and find ways to fly cheaper. Southwest has that advantage it offers. As a Southwest flyer, I think their airline ranks at the top among other airlines by offering convenience, arrival destination time, no lost baggage, cheaper way to fly, and the best, the airlines flight attendants make trips enjoyable by entertaining the passengers, separating other airline brands from their boring, mandatory announcements.
These ads definitely relate to what we are learning in class as it brings awareness to the consumers by providing a no baggage fee when flying on a quality, top customer satisfaction and convenient airline like Southwest.
For the past few years, I've found the Orbit, chewing gum commercials to be hilarious and really eye-catching. It seems like the creator keeps taking it to the next level, no matter what.
Every commercial has somebody who has a foul, dirty mouth (meaning they use explicit language). However, the words aren't typically explicit; they are just covered up by using a different word. For example, shut the front door. In reality, it would be shut the.....um, yea you get it, right?
Anyways, the creators behind this commercial did a brilliant job producing and creating awareness for the brand by promoting a chewing gum that will clean your dirty mouth, no matter what. After all, that is their signature phrase, "For a Good Clean Feeling, No Matter What."
This ad promotes to people who have problems with bad breath whether after eating a meal, or just throughout the day, their mouth feels like a swamp or a landfill. Orbit gum is a global brand that offers numerous of flavors to enhance the flavor in order to have that cleanliness feeling similar to after you just brushed your teeth. In addition, it is recommended and backed by the American Dental Association as it whitens your teeth at the same time.
Orbit is owned by Wrigley, the largest producer of chewing gum in the world. By competing with other brands, including brands within the same company like Spearmint Double Mint Gum or Juicy-Fruit, Orbit has clearly separated itself from other leading brands by providing a chewing gum that not only freshens your mouth, but will clean, brighten and whiten your teeth as well.
I think this ad is relevant to all the discussions in class as it draws newer customer's everyday worldwide. It is creative, catchy and has humor as more audience is becoming a fan of not just the gum, but a big fan of the commercials. As for personal experience by using this brand, it definitely makes your mouth feel clean like after you just brushed your teeth. This ad clearly captures the audience's attention for those who suffer from bad breath, even after prescription strength medicines.
I'm very intrigued lately by a commercial produced by Dos Equis, one of the leading brands of beer in the world. The concept that caught my attention was how the commercial was produced and the storyline. "The Most Interesting Man in the World", what better way to make a commercial of a so-called ladies man....lol (lots of love).
What makes this commercial great and interesting is the advice he gives to all the gentlemen who are either classy or hip. It's like; he wants his student or followers to succeed. It's like having a mentor. In addition, the storyline, along with a narrative voice about a man who accomplishes nearly everything, and stays classy at the end by saying "I don't always drink beer...But when I do, I prefer Dos Equis.....Stay thirsty my friends." Now that's a catch phrase! I mean, its hip, it's catchy, and gets your attention. Plus, what better way to end it with a signature sign-off, "Stay Thirsty My Friends."
The commercial was put together and generated towards the male demographic, between the ages of 30-50. However, even the young adult group between the ages 21-30 find it worth viewing, if not, drinking. The group that produced the commercial had a brilliant idea, having a bearded, Spanish man accomplishing many feats and staying classy, in a hilarious kind of dialogue.
The commercial has footages of the man in his early days, as well as clips from his journey throughout the world, attempting many interesting tasks, while hanging out and enjoying the party lifestyle.
Dos Equis, owned by Mexican brewery Cuauhtémoc-Moctezuma Brewery, which is owned and distributed by Heineken International, has an interactive site, dedicated to fans of the "most interesting man in the world." At staythirstymyfriends.com, there are many features that you can explore including meeting the man himself, exploring his wide variety of journeys and accomplishments, and many more.
I think the brand image is good idea by having this middle-aged guy, played by Jonathan Goldsmith. It's perfect for a popular Mexican beer, which are in competition with another popular Mexican beer, Corona. To gain popularity and attention, this is what the producers, board and marketing team came up with, a commercial about the most interesting man in the world. Here's one of hundreds of clips of him:
This commercial definetely generated brand awareness, as it viewed a commercial that was hillarious and the audience just ate it up (meaning: liked it). The audience liked it so much, the company dedicated a site, as well as other followers created sites dedicated about this interesting man. There are sites where you can submit new quotes, and it may be on the next Dos Equis commercial, i.e.: dosequisguy.com.
Another Clip:
Another:
This commercial definetely generated brand awareness, as it viewed a commercial that was hillarious and the audience just ate it up (meaning: liked it). The audience liked it so much, the company dedicated a site, as well as other followers created sites dedicated about this interesting man. There are sites where you can submit new quotes, and it may be on the next Dos Equis commercial, i.e.: dosequisguy.com.
The Dos Equis brand created a catchy character, generating an audience who are whether new or current fans of Dos Equis brand, but now are liking the brand even more. Some prefer Coronas while others prefer Dos Equis. Either or, it's up to the consumer to test how good this alcoholic beverage is.
Recently, I've been noticing these ads of a television, print, and internet ads by a well-known campaign company/organization, bringing awareness to the consumers about the dangers of cigarettes. Operated by TRUTH.com, the campaign, Shards-O-Glass, has recently taken off draw attention to this warning about consumers being vulnerable and unaware how the [cigarette] industry mislabels their warning labels, how they advertise denying any allegations on how dangerous it is, and how they mislead the consumers on the numerous hazardous chemicals they put in their cigarettes.
