Archive for Love
Sweet Holiday Memories… And a Coke.
Posted by: | CommentsAs October draws to a close and the trick-or-treaters make their last-ditch, mad grab at whatever remains of the Halloween candy, we (as consumers) know it’s coming. We can feel it…
Of course I’m talking about the annual, November 1st roll out of the holiday decorations and marketing material. From here on out it’s going to be nothing but evergreen wreaths, twinkle-lights and jolly men in red suits charging twenty bucks for a picture with the kids. And while some still manage to be enamored with festive cheer, most of us with ages in the double digits just bristle and steel ourselves in preparation for the onslaught of the holiday hustle and bustle, green and red price points, the must have items of the season, and two dozen of the same pop-singer-reengineered carol songs on repeat in every retail outlet. Tis the season for yuletide consumerism and its full swing, (Santa) baby!
However, I must digress from my traditional holiday humbugging to mention the one thing I do look forward to: the ads. This small stretch of the year between November and December has managed to produce some fairly iconic advertisements and commercials over the past decades. So much so, that some are even pulled out of the vault, dusted off and re-aired annually to inspire a sense of nostalgia in the consumer. For example, and my personal favorite, the Hershey’s Kisses holiday bells.
For others it’s the one where the M&Ms have a run-in with Mr. Claus resulting in Red and Santa fainting in shock. But I think for most of America, through-out the years, it’s always been the Coca-cola classic Commercials that are anticipated.
Starting in the 1920s with the iconic tin signs for Santa drinking a Coke Classic, Coca-Cola has established themselves as a brand with an annual holiday campaign, chalk full of memorable images and characters. As the years have rolled on, some of the other noteworthy holiday ads include the Coca-Cola Trucks in the 80s and of course most recently the Polar Bears (and subsequent penguins) campaign that’s been the Coca-Cola Christmas staple over the past handful of holidays.
This, in my opinion, is a great tactic because Coca-Cola Classic has not only managed to further their brand image, but establish long-term memory recall in the consumer base. When you think about it, the Coca-Cola commercials have, in some ways, woven themselves into the autobiographical memory of their target by purchasing key media slots so that the iconic commercials are seen during the seasonal, family get-togethers, traditional holiday parades such as the Macy’s Day, and of course on Christmas eve.
This year, Reuters is reporting that the brand is going to step away from the polar bears they have recently depended on. This year, Coca-Cola has partnered with the musical group “Train” and aim to produce a song akin in fame to the “I’d Like to Teach the World to Sing” campaign that ran in the 70s. They are banking on, if the song is a hit, to have audio memory recall of the brand whenever the song is played (on their commercial OR on the radio) in hopes that such a substantial recirculation and repetition will lock Coca-Cola in the #1 awareness slot of the consumers mind.
So, now the question is, since Train is a pre-established band that has a history of declining CD sales, will this go down in history as another Coke holiday hit? Or will it be an ill received, flash in the pan ad when compared against the likes of the classic polar bears? Only the iTunes download numbers will tell.
Starbucks Love Project
Posted by: | CommentsIn 2009 Starbuck’s started the Starbucks Love Project, where you go online and add your voice to the global wall singing “All You Need is Love.” Starbuck’s donated 5 cents for every voice added to the site, which raised over 14 million days of medicine for people living with HIV in Africa. On December 7, at 1:30 GMT, 156 different countries participated in a worldwide singing event to raise awareness for their cause (above is a montage of that event). I had never even heard of this at all until I actually paid attention to what was written on one of my Starbucks cups. I only went to the website because of this class. This is truly a great cause that is refreshingly void of Starbucks product plugs, however I really think Starbucks could do a whole lot of good if they advertised this campaign a bit more. Other than that what congratulations Starbucks you truly are bettering the world, one overpriced latte and Beatles song at a time.
Daddy Dearest
Posted by: | CommentsThis is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
Visa and Family Values
Posted by: | CommentsI liked that this commercial not only made me want to go to an aquarium, but that it promoted family “bonding” and family values. In the commercial they make the statement, “when is the last time you went to the aquarium with your daughter on a Tuesday?” The images it shows first of the aquarium combined with this statement present viewers with an interesting call to action here. Instead of promoting the benefits of a Visa check card, this commercial taps into the consumer’s emotional side. It encourages them to think maybe they should take an afternoon off and bond with their children, or maybe their parents.
Toll House is Spreading the Love
Posted by: | CommentsHappy Thanksgiving!
Perhaps it’s the holiday spirit, but something about the new Toll House cookie commercial almost moved me to tears, and I think it’s safe to say that was the advertisers intent.
Check it out:
In this spot, Nestle Toll House, a relatively low effort processing and decision-making product is presented as the hero. Since attitudes formed under low-effort processing are often not stored to memory, Toll House uses emotional appeals and unconscious influences to affect the attitudes and beliefs of the target market and aid the consumer in recalling the brand later.
One of the techniques this ad uses is transformational advertising in which the goal is to create an association between the experience of using the product and certain psychological characteristics. Specifically, Toll House is increasing emotional involvement by creating a richer experience with the product as opposed to just highlighting product benefits.
Additionally, Toll House is increasing relevance to the consumer by using self-referencing, a common strategy used to increase the extent to which a consumer is engaged in relating the scenario or message in an ad to their own experiences– such as coming home from college to fresh-baked cookies, or providing yummy treats for a granddaughter’s soccer team.
In sticking with the theme of virtuous advertising, I’d also like to point out the genuinely positive message of “paying it forward” that the commercial uses by creating a chain of inspiration between the actors in the commercial to bake some love and pass it on.
A truly great message and utilization of persuasion theories– what more could you ask for on this day of family togetherness? Now I have something to use as an explanation to show my family what advertising is all about, because we know the inevitable topic of conversation at dinner will include asking me what it is that I am doing/plan on doing in the future.
Gotta love family! Happy Thanksgiving!
Kodak and “it’s time to smile” with “Little Moments”
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http://www.adweek.com/aw/content_display/creative/new-campaigns/e3ifc258f6318477ab031e7a2e66ac2774a
http://www.tradingmarkets.com/.site/news/Stock%20News/2606029/
I saw this new Kodak campaign “It’s time to smile” which is Kodak’s first brand campaign since 2005 along with a couple of interesting articles above talking about it. ”The campaign aims to focus on the moments and relationships that define folks’ lives. The effort is a direct result of the “Future of Reconnectivity” report commissioned by the Eastman Kodak Co.” (Ad Week 2009).
I like this campaign and the whole Kodak initiative very much, because the company is trying to go back to the basic human values of connectivity and togetherness in a highly materialistic society. This campaign reminds me of the Mastercard campaign “Priceless” which was also hugely successful due to the basic values in it. I think that society needs to see ads like that along with the millions of luxury ads we see every day to remind us that there is something else besides products and money – there is family, friends and these magnificent moments we are lucky to spend with them. Thus, I believe that Kodak’s ad definitely breaks through the clutter and consumer notice it due to its emotional connection with the consumers.
Furthermore, I think that Kodak is making a very strategic decision in terms of capitalizing on the trend in society of going back to the family values in the times of economic downturn, which can actually be a critic against the company. And critics will elaborate to say that after all Kodak is also trying to sell products and make money. Although that is a valid argument, Kodak is still doing good to society by reminding all of us of the human values of sharing moments with the loved ones through pictures. And who doesn’t like looking through photo albums with friends and family? Those are the cultural values Kodak is promoting which definitely places Kodak on the list of socially responsible and ethical companies.
What do you think?
MasterCard Priceless… the one that started it all
Posted by: | CommentsCould any website dedicated to virtuous advertising be complete without this commercial?? With its message that the best things in life can’t be bought, this campaign was not only heart-warming, but highly effective. It served the company and the community, which is the definition of advertising at its best.
Celebrate Life Even in the Worst Times
Posted by: | CommentsI saw this commercial earlier today, and it sure made me want to go register for this. For those of you who do not know, this breast cancer walk lasts for 3 days and 60 miles, and the volunteer walkers raise money and awareness to try to find the cure for breast cancer. At the walk, everyone is there for the same purpose: they believe in a world without breast cancer. I love the idea that so many people volunteer in many cities nationwide to help with this valid and wonderful cause, and I also think the advertisement preaches a valuable message: do something that matters. Women that have either personally suffered or no someone that has truly understand that the virtues of life become much more apparent in your life when in a time of need. If you look closely in the advertisement, women are holding up signs saying “optimism”, “love”, and “hope”. I think that the most remarkable line in this ad is saying that this walk is a “celebration of life”, what a positive and encouraging way to look at this dreadful disease. Let’s all join this cause!
Almost Anything for Love
Posted by: | CommentsI think that most people will agree with me when I say that being in love involves making many sacrifices. People do crazy things in the name of love. I had seen this Dr. Pepper commercial a while ago, but I recently saw it again. Obviously, this spot is funny and humorous because it makes fun of the fact that this boyfriend or husband will buy tampons for his girl friend or do other things that guys stereotypically hate, yet he is uncomfortable sharing his Dr. Pepper with her. While I still think this commercial is funny, I now see that the commercial has a wonderful message: Love requires sacrifice. A reasonable person would understand that the man not wanting to share his drink was an effort to joke at the idea about how much he loves his Dr. Pepper. I could really identify with this commercial though because so many people do things in relationships that they never thought they would just to make the other person happy. What a great way to share a great message about love in a humorous and new way! Dr. Pepper understands that we must all stop being as self-centered, and do something for someone else which I think most people would see as a crucial part of romantic love.
The Lyrics read: “I will do anything for love, but I wont do that”. Dr. Pepper used this back in their 2005 campaign.
De Beers is Forever
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I was just recently researching De Beers and learning about their history in advertising. What they have done is very impressive. Diamonds, back before the late 1930′s, were not seen as the utter symbol of love. In fact, stones like topaz, rubies, and sapphires were seen as much more luxurious. De Beers needed to create a demand since diamonds were taken out of the safes during the Depression to be sold. This destroyed the diamond market which already wasn’t nearly as successful as it is now-a-days.
De Beers created a very intelligent marketing plan. They had to eliminate the after-market. The company turned the diamond image into something given as a gift, meaning it would not be sold as often later on. Once this was established, they identified their real target market: men. They implemented a ‘pull’ strategy by showering Hollywood stars like Marilyn Monroe in diamonds and created them as, “a girls best friend.” De Beers was on the map. Women would see the De Beers ads with lines of honeymoon poetry flowing around the perfect, sparkling rock and be entranced by the ‘idea’ De Beers was selling. Diamonds became a must for marriage and the ultimate show of affection. Men were educated by the two months salary and by 1960 nearly 80% of married women had a diamond on their finger, a massive increase from nearly no brides having one.
The diamond monolith had created a brand image that has not changed much since 1938. Responsible advertising? Probably not, but extremely impressive advertising. I blog about it because this campaign of “A Diamond is Forever” has changed the whole way we view marriage and altered a whole social aspect of Americans. They’ve cemented themselves into millions of romantic lives and monopolized the entire materialistic aspect of love.
