Archive for ad campaign
Barefoot Wine. Socially responsible advertising, One Beach at a time.
Posted by: | CommentsIn an effort to promote the importance of keeping our nation’s beaches clean and trash-free, Barefoot wine decided to do something a little unexpected when it comes to advertising.
They have long been a part of promoting beaches that are “barefoot” friendly and free of litter, and along with sponsoring the “One Beach” video about keeping our beaches trash-free, as well as their 2011 Beach Rescue Project, they have opted for a nontraditional ad: a 14×10 foot outdoor poster created entirely of 18,000 pieces of beach trash and mounted in the busy, touristy city of Venice Beach, California.
From their many beach rescue events, to their extensive promotion of doing your part, and their partnerships with Surfrider Foundation, they have found their niche in the world of social responsibility and are definitely trying to get people thinking about the effects of their actions.
As you can see, the outdoor advertisement stands out from any other ordinary poster or billboard and truly sets the agenda that littering, especially along our coastline, is not okay. Barefoot Wine realizes something needs to be done about this issue in order to turn the problem around and promote cleaner beach environments that are safer for wildlife and tourists alike.
The outdoor advertisement, which promotes their movie while also promoting their brand, influences individuals in a creative way by showing them just how dirty some of our nation’s beaches are. Barefoot Wine’s ad was created to draw people to the ad and capture attention, creating buzz about the topic along the way.
Although the advertisement definitely looks cool, most people who stumble upon this ad while at the beach will have a relatively low level of motivation to process its message. However, the fact that the ad stands apart from other traditional outdoor billboards and posters, takes the peripheral route when it comes to processing information. Consumers form positive attitudes about the advertisement’s message once they realize what the ad is made out of and true intent of the ad’s meaning. Those who are motivated enough by the ad’s message will actually take it a step further and watch the complete 30 minute “One Beach” video on YouTube, which details the extent of the issue.
It is pretty rare to see shock advertising done in a way that actually gets people thinking about a socially responsible topic, such as recycling and reducing waste, but the local California company definitely created an ad that is getting people talking. After commenting on Barefoot Wine’s facebook page, they even sent me a message with more information on the stories behind their One Beach film and campaign, which feature even more amazing details about the people in the video and the steps they are taking towards helping our environment and beaches than I had originally thought.
All in all, the interesting and socially responsible ad by Barefoot Wine really does a great job at persuading consumers of the need for a solution to this problem. Although they are indirectly promoting their wine brand, they are creating buzz about a topic that many people do care about, leading to positive emotions and feelings about the brand in the end. The fact that they truly do care about this initiative is very evident when looking not only at their advertisements, but also at their website and social media pages. The hope is that people passing this particular ad, while walking down the boardwalk, will form a positive attitude towards the brand’s message and advertisement, eventually increasing their liking towards the company as a whole.
Barefoot Wine: Beach Rescue Project
Barefoot Wine Dive Deeper: Stories Behind One Beach
Chipotle is Going Back to the Start: Marketing with Integrity
Posted by: | CommentsIn a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.
An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.
The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.
Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”
Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.
As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.
Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.
This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.
In the case of Chipotle, this is truly marketing with integrity.
Chicago Tribune Original Article
Chipotle’s Webpage: Food With Integrity
Sustainable Table: The Daunting Techniques of Factory Farming
On the Road to the Emerald City
Posted by: | CommentsThe General Electric’s “Road Trip” commercial by BBDO New York is a clear and clever example of how the institution of advertising reflects society’s consumer trends and goals. Currently, there is an active movement towards eco-friendly lifestyles and therefore by design, corporate social responsibility. According to an article in AdAge by Bob Liodice, while this is vastly argued, exhibiting corporate social responsibility supports both the consumers’ agenda to do good and benefit oneself as well as the company’s agenda to profit. Liodice supports this argument with GE’s revenues for the Ecomagination program increasing over 20% in a year’s time, which is ever growing. Ecomagination was designed to build up consumer awareness of how the company works to improve the environment through renewable energy and reducing carbon emissions. This ad for GE’s Ecomagination with a tag-line of “Imagination at Work,” illustrates what GE is doing to encourage and contribute to the eco-friendly movement prominently associated by consumers with the electric-car. This coalition helps push the message presented in the ad by personifying the car’s goals and saying GE watt stations are “going to change the way we get to where we all want to go.” Even within the context of this singular statement one can infer the juxtaposed meaning of literally where we want to go as well as where we want society and the green movement’s influence to go or endure.
This ad influences consumers through various consumer behavior specific tactics in, including but not limited to: attention and motivation driven through relevancy to the audience and society. According to Hoyer and MacInnis’ text Consumer Behavior, to capture consumer attention–which is noted for being limited, divided, and very selective–this ad is relevant, pleasant, surprising, and easy to process. Relevancy to the consumer is clearly seen in the message illustrating the importance of using energy sufficient vehicles. The ad is viewed as pleasant, which can be attributed to certain aspects such as the music (“I’m Glad I Hitched My Apple Wagon to Your Star” by The Boy Least Likely To) and the portrayal of young hipster attractive people, which can be construed as a reference group depending on the target audience. The ad is also surprising by nature solely based on the innovative product being showcased and the breadth of locations with the implemented watt stations. Finally, the ad is easy to process because it is simple, has a clear message, and presents contrasting visuals between the novel product and its environment. Without having captured the consumer attention, motivation (which is critical to the message) is impossible.
General Electrics is already established as a well-known brand, which is positively associated with its programs such as Ecomagination supporting the consumer and corporate agendas. Therefore, the consumer has established a positive brand familiarity that builds credibility for the brand image, meaning, and actions. Also increasing credibility is the fact that this ad is an information based message not asking the consumer to buy something, but rather simply to get involved in addressing the needed change between the actual state (current environment) and the ideal state (healthier environment). This in itself increases the perceived consumer effectiveness, which is supported by the classical liberal tenant of quietism stating that as self-focused consumers we want a benefit (making a difference) before entering in consumption. The benefit or perceived effectiveness stimulates the viewer to actively inquire more about Ecomagination via the website call-out strategically placed at the end of the segment. This further outside research, seen in the classical liberal tenant of intellectualism meaning that the viewer is an active rational consumer, expands the message’s influence from that of solely the advertiser and brand on the consumer to the consumer on society as a whole because their intrinsic role as an newly educated consumer to spread the message and further the cause or movement.
Overall, as seen by the example of GE’s Ecomagination ad, corporate social responsibility can positively influence the corporate agenda to profit and maintain sustainability as well as the consumer’s agenda to fulfill needs, values, emotions, and goals for the self and one’s environment. As James Datri, president of the American Advertising Federation, said during the recent ExxonMobile Lecture Series at Southern Methodist University, “doing good is good business” for all parties directly and indirectly involved.
References:
http://adage.com/cmostrategy/article?article_id=143323
Kellogg’s – Rediscovering the value of family
Posted by: | Commentshttp://www2.kelloggs.com/general.aspx?id=1423
This is Kellogg’s new commercial promoting family values. In an industry where advertising cereal to children is such a controversial subject, this new ad campaign is sending the right sort of message to parents. This ad targets parents with healthy and tasty Kellogg’s cereal choices, which their kids will enjoy. Not only does this ad show family togetherness, but it promotes a balanced lifestyle where kids are involved in an array of activities. It shows happy kids involved with sports, school, and their family.
Further, the ad touches on a top of mind issue: the economy. Kellogg’s has broken down the cost of enjoying a serving size of cereal and milk to 50 cents a bowl. In the commercial it includes the types of Kellogg’s cereals that are included in this financial breakdown. To avoid misleading customer, the Kellogg’s website explains which cereals are included, and which are not. In its effort to promote family values, this includes the value of saving money. Saving money is beneficial in economic hard times, but on a greater level, could be directly correlated to the terminal value of family. As we discussed in class, terminal values are desired end states which are achieved through instrumental values.
I liked how the ad also used a sense of familiarity in its terminology with each type of cereal such as “conversations” with Rice Krispies and “great” with Frosted Flakes. It really ties together the individual types of cereal to the brand with one wholesome message: family.
Responsibility…that’s their policy.
Posted by: | CommentsBack in 2006 Liberty Mutual, an insurance company, decided to define the face of their company and brand with the virtue of Responsibility. Hoping that it would give their brand a positive image as well as attract customers who believed themselves to act in a similar manner. They started this campaign with the release of commercial, with a “pay it forward” kind of message. The commercial became very popular, Liberty Mutual received volumes of emails, phone calls etc praising the positive message the commercial voiced. The commercial can be seen below.
With the release of this commercial Liberty Mutual began a mission to make consumers more responsible human beings, and not just for the sake of buying insurance either. The company developed a website called the Responsibility Project as a way to promote responsibility in our society today. The website contains forums, stories, and blogs about real-life situations and how responsible outcomes can come of them. The website also contains a short-film series that contains real-life situations in which people do, or do not act in a responsible manner.
In Liberty Mutual’s most recent television campaign, which can be explored on the Responsibility Project website, they began releasing commercials focused on the Marlowe Family who LM describes as “A typical American family exploring the tough issues that real people face when trying to do the right thing. “
What I found to be more affective in this campaign as a whole, is a topic we speak about quite often in class, RELEVANCE. A good amount of Americans can relate to the Marlowes, because they are either facing unemployment or other financial hardships. Through the use of the Marlowe Family, Liberty Mutual is making it clear that despite obstacles and setbacks we should always strive to “do the right thing,” because when we do that, we can live in the hope that good things will begin to happen to us. Beyond the Marlowe family, I feel that consumers will be more likely to act in a responsible manner when they can relate to people who they witness acting in a responsible manner, which is made possible through the Responsibility Project website.
Liberty Mutual has developed their entire brand image around relating to their customers through the use of everyday people experiencing everyday occurances. By doing this Liberty Mutal has not only made their comany more responsible, but perhaps consumers in our society as well.
Tom’s Shoes goes national!
Posted by: | CommentsI had to do a double-take when I saw this commercial… actually, I rewound it 
AT&T is featuring Tom’s Shoes in their latest commercial!!
I really don’t have a whole lot to say (probably because it’s nearly midnight and my brain is fried from wrapping up final projects) but thought everyone would want to know.
Above the Influence
Posted by: | CommentsI just saw a television ad for abovetheinfluence.com. The website has both television and print ads focused on helping people take a stance against drugs. They have a place to ask questions and connect with other teens and ask a doctor question. It seems the campaign attempts to drive people to site and to make poeople look at their current behaviors in new ways. See the print ad – “Wasp” where one wasp offers another some bug spray. Yuck!
You can’t just throw your friends away! – disposableboy
Milk, Live Well in 2009
Posted by: | CommentsMilk’s new campaign is Live Well in 2009. I think this is very uplifting and sends a good message to the public. Throughout the commercial there are different messages that pop up like “seek well” and “dream well.” I think that it is good that Milk is changing their image a little. Typically when you think of Milk you think of “Got Milk?” and that campaign pretty much defined the brand. This new approach sends a different message and even though “Got Milk?” wasn’t negative in any way, this is 100% positive and heartwarming to see!
Boost Mobiles long armpit hair
Posted by: | Comments
This commerical by Boost Mobile just seems very irrelevant and the first time i saw it i was extremely grossed out. At the end I See and Get the point but what a STRANGE way to go about that. Is it really necessary to have a girl with armpit hair 10 ft long waving in some guys face saying this isnt wrong but paying to much for you cell phone is, its called personaly hygine and it is not normal in our society to have long armpit hair. We might have understood the humor of long armpit hair if the commerical was atleat for a product that dealt with personal hygine. Who do you think their demographic was for this ad?? If it was the shock effect they were going for it sure worked but not in a good way it shocked the people from wanting to hear anymore about this product!!!!
