Our recent, spruce up a mundane product using your advertising and branding skills seems to have been answered. Is this how the gum brief should have been done? If this was entered to our lecturers what grade would it receive?
The first flaw is: its target market. The market has attempted to tempt the MTV segment. In my opinion the packaging resembles your grandfather trying to be 'hip' and 'down'. Im sure with the stark black space and cool bright colors stand out to audience but does it stand out to the right one? There are 3 flavours at the moment: Cobalt, Rain and Flare, which is “cool speak” for peppermint, spearmint and cinnamon.
I can imagine Mike Sheedy saying: "Yes, its good, but what does it do?? What is this gum doing that other gum doesnt?"
I thought the same thing when I saw the ads, about how it looked like an answer to our project! The image of the guy lying on a huge speaker with the beads all jumping is a pretty effective way of putting across the sensation of the strong-flavoured gum, but as I never chew it myself it's pretty hard to decide whether it's persuasive enough to make people switch from orbit or whatever.
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ReplyDeleteI thought it interesting how far Wrigley's have progressed with their advertising. I remember their classic ad from years ago with the 'alright now' Free soundtrack.
ReplyDeletehttp://www.youtube.com/watch?v=tGmU9cybbcQ
The basis used to be a sharing experience. The recent ads focus on the gum as a solo experience. Change in direction somewhat.