First World Problems

This video advertisement caught my eye and really stayed with me because of its strong, emotional message. It is interesting because it is not specifically asking a consumer to buy a specific product but instead to donate money to help others. In fact, one of the underlying messages in the ad is that consumers have too much and complain about their “first world problems” when others in less developed countries lack basic needs.

What makes this ad so strong is that almost everyone watching the ad can relate to it in some way. It puts things in perspective for Americans and people from other first world countries so they can clearly see the economic difference in developing countries.

There are a few different brand archetypes used in this advertisement. One brand archetype is the purist. One of the goals of the ad is to create harmony, peace, and purity in a developing country that appears to be innocent and in honest need for help. The straight shooter also applies to this ad as a brand archetype. The ad has an intense sense of realism and authenticity since it shows people from developing countries in their real home country. By having people from developing countries saying the same things as people from developed countries makes the difference between the living conditions, attitudes, and selfishness blatantly obvious. Another brand archetype is the protector. The ad encourages viewers to be the “protector” for the people shown in the video. The scenes cause the viewers to feel empathetic and want to help those in need.

This video does an amazing job connecting with the viewers and making them feel a need to act. How did this ad make you feel?

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Liberty Mutual “Pay It Forward”

In class we analysis various video advertisements and examined them at a deeper level. One of the ads that I found particularly interesting was Liberty Mutual’s “Pay It Forward” commercial.

Here is the commercial, if you’d like to watch it: http://www.youtube.com/watch?v=L5ya8J-jyK4

The brand archetype portrayed in this advertisement is the protector because compassion, generosity, support, care, and reassurance are the focus of the ad. Since insurance is something everyone is required by law to purchase, Liberty Mutual attempted to differentiate its products by appealing to consumers looking for protection. These consumers value hospitality, advice, protection, sincerity, and thoughtfulness, which is what is portrayed through this advertisement. The ad shows every day incidences that could happen to anyone, which exemplifies the fact that Liberty Mutual is suitable for anyone and available in all circumstances.

This ad stuck out to me because it is positive and encourages good citizenship and simply made me happy watch it!

What do you think of when you think of OREOs?

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OREOS have been known in America as “Milk’s Favorite Cookie” for quite some time. OREOs are a dessert snack that have been around for years and years. They often create memories for those who buy and eat them; And parents feel a sense of nostalgia buying OREOs for their own children.

According to Simmon’s Data a family with two children is more likely to purchase Oreos than a family with 1, 3, or 4 children in the household. I also found that work out once a week (as opposed to 2, 3-4, or 5 or more times per week) are more likely to purchase Oreos.

While reading each person’s OREO experience it was obvious that everyone had a different experience eating OREOs. With each experience came different connotations with the brand and the food itself.

I gathered that the main consumer “problem” that is being addressed when eating/buying OREOs is satisfying a sweet tooth or craving. I also found that a few of my friends saw it as a stress relief to indulge in at the end of a long day which I can relate to since that was one of the connections I made when thinking about eating OREOs.

As someone who has eaten several Oreos, I can say that it definitely played a role in my childhood. I can clearly recall seeing Oreos in the grocery store and begging my mom to buy them for me. If I was lucky enough to be able to pick out the dessert for the week, Oreo cookies were usually my go-to choice. Every time I would eat them, I would choose a different way to approach it. Sometimes I would grab a stack of Oreos and take the chocolate off and stack as much cream up as I could to make a quadruple (or sometimes more) stuffed Oreo. Other times I would take the chocolate off and lick the cream until I only had two plain chocolate cookies left, or sometimes I would just dunk the whole Oreo in milk and eat it. I specifically remember racing my brother to see who could separate the cookie, lick off all the cream, and finish an entire glass of milk the fastest, just like in the commercials. I would usually lose but it was still one of my favorite childhood memories. Whenever I eat Oreos I always have to have milk to fully enjoy them. It’s definitely one of my favorite snacks but I must admit that I don’t eat them as often as I’d like because they aren’t healthy. However, when I do have them, they remind me of being a kid sitting at my kitchen counter eating Oreos with my brother.

What is your OREO story?

Creativity

The creative process is something that can be difficult to define and understand because it is different for everyone. We all process information differently and interpret things in our own way. Simply defining creativity can be difficult. In class today, some words that we brainstormed to describe creativity included fun, unique, self-concept, context, abstract, and ‘out of the box’. When I think of creativity I think of different, open-minded, interesting, and clever. Everyone is creative in their own way whether they think they are or not because no two people think exactly alike. I believe inspiration is everywhere and triggers us to think about things in a unique way. Some of the best ideas appear naturally at random; forcing yourself to be creative will end up limiting you.

My Creative Process:

  1. Receive task
  2. Gather as much information as possible
  3. Brainstorm ideas when mind is clear
  4. Use Google to research and edit ideas
  5. What would other people think of and how can I make it different
  6. Ask others for their opinion and feedback
  7. How can I make this better?
  8. Finalize and plan out idea
  9. Implement

This is usually how I go about tackling a creative project, what’s your creative process?

A Typical Twinkie Buyer

For marketers, it is important to know who marketing efforts should be targeted to.  The paragraph below is an “I am” statement which is a consumer profile of a typical Twinkie consumer. This, of course, does not represent all Twinkie consumers, but according to Simmons Data this represents the majority of Twinkie buyers.

“I am a 46-year mother of four wonderful children ages 9, 11, 12, and 14. We are an average white family living in a small rural town in Colorado. We have fairly moderate political views, just like much of Colorado. I work full time as an Agribusiness consultant and my husband works full time as the assistant project manager for the Colorado Mining Association. Our combined household income is around $85,000 annually. My husband is a huge NFL fan and watches games as often as he can and follows statistics regularly. We are always very busy between work and the kids so we tend to eat out often rather than cooking at home. I don’t particularly enjoy cooking for fun so if we aren’t eating out we are usually having something quick and easy for dinner. Since we’re such a busy family, I’m always looking for convenient dinners and snacks. The kids especially like Twinkies for dessert. Since I grew up eating Twinkies, I love that my kids can too. They also fit great into our food budget and are a great after-dinner snack!”

This is a short description of a typical Twinkie buyer. Many other types of people buy and eat Twinkies, such as men and students; however, according to Simmons Data the description above describes the most common consumer of Twinkies.

Who Eats Twinkies?

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The Famous “Golden Sponge Cake with Creamy Filling”

Twinkies, the “Golden Sponge Cake with Creamy Filling”, have been a popular part of American culture since around 1930. However, devastation hit many Americans in 2012 when Hostess went bankrupt and Twinkies were no longer available for sale. In fact, people were so desperate for Twinkies that they were selling packages for hundreds of dollars on eBay. The highest selling price found for an expired package of Twinkies was for $15,000! Fortunately, Twinkies were brought back to US store shelves on July 15, 2013.

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Who Really Eats a Twinkie Anyways?

The real question should be who buys a Twinkie. From a marketing perspective, products should be marketed to the person buying the product. For example, it is safe to assume that of the children who eat Twinkies, their parents are buying the packages for them.

According to the Simmons Database, there are certain groups that are more likely to buy Twinkies than others. White women from age 45 to 54 in families with children are the most likely to purchase Twinkies. The larger the household, the more likely it is for consumers to purchase Twinkies. The majority of the households that are more likely to purchase Twinkies are considered “Rural Villages and Farms” according to Mosaic USA. In general, Rural Villages and Farms consist of middle-class married families and couples of varied ages, living and working in agricultural and mining communities. Fifty percent of consumers who buy Twinkies are employed full time and have an annual income of $30,000 or less or $60,000 or more. Also, full time students are more likely to buy Twinkies than part time students. Consumers who are considered “middle of the road” on the political spectrum are also more likely to purchase Twinkies.

I decided to look further into the consumer profile for Twinkies and compared National Football League (NFL) fans at different interest levels and people who enjoy cooking for fun compared to people who dine out. According to this Simmons Data chart, consumers who dine out (at restaurants other than fast food) were more likely to purchase Twinkies than consumers who enjoy cooking for fun. As for NFL fans, consumers that are not interested at all in the NFL and very interested in the NFL are almost just as likely to buy to Twinkies; however consumers that are very interested in the NFL are the most likely to purchase Twinkies compared to the other NFL interest categories. 

 Below is the chart from which I based my findings:

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Big Ideas!

“That’s what the advertising business is all about: Big Ideas”

How does an advertisement catch your attention? The answer is simple. An advertisement usually catches your attention because it’s interesting. David Oglivy was a legend in the advertising world and known best as “The Father of Advertising.” He was able to make even the simplest, and arguably the most boring products, come to life. He once said, “Tell the truth, but make the truth fascinating. You know, you can’t bore people into buying your product, you can only interest them in buying it.”

As a novice in the advertising business, Oglivy discovered the impact of direct advertising which he later called his “Secret Weapon.” In his early advertising days, Oglivy was challenged to advertise the opening of a new hotel. With $500 and an ambitious attitude, he bought postcards and sent invitations to everyone he found in the local telephone directory making for a successful opening for the hotel. His ambition was admirable and a trait that all advertising agents should possess. Oglivy stated, “It’s the lack of ambition that cripples most people.” He never settled for average. His goal was to hit the ball out of the park and create the best advertising campaigns that anyone had ever seen.

“If you can’t advertise yourself, what hope do you have to advertise anything else?”

Oglivy incorporated singularity (now known as unique selling perspective) which he defined as a bur that will hook onto the consumers’ mind. In order to do this, he created an appealing story for his advertisement. His philosophy was, the more “story” there was in a picture, the more people would look at your ad. He used this technique in his Hathaway campaign which lasted 19 years. In marketing, the ideas you create determine the success of your campaign. Although Oglivy claimed to have had only 10 great advertising ideas, he was one of the most successful advertisers in business. In fact, his book Confessions of an Advertising Man is a best seller in 13 languages and still a required reading in many business schools across the world. It’s truly amazing the lasting impact he had on the advertising world.

Helpful tips from David Oglivy:

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