Print (Magazine)
Goldstar Beer – Thank God You’re a
Man (Appendix A) was a magazine ad out of Israel that won 13 awards in total.
Target market
The target market is a broad range
of male beer drinkers who seek a sense of community and validation in their
decisions.
Geographic
|
Demographics
|
Socioeconomic
|
Psychographics
|
Target
Region:
-Worldwide
Manufactured:
-Israel
|
Gender:
-Men
Age:
-25
to 49
|
Income:
-$30k
to $40k
Education:
-High
School+
|
Lifestyle:
-Seek
a community
-Macho-male
-Impulsive
drinker
-Trend
follower
|
Positioning strategy
Through the message “Thank God
you’re a man,” it is clear that this brand wishes to position themselves as a
community of discerning men who can laugh at the simplicity of their
decision-making process.
Message objectives
To target males who can find the
humour in the indecisiveness of women and to build a positive rapport with
their brand through the message that Goldstar is a man’s beer. (Tempo, 2017)
Appeal technique
The appeal of this message is
through the slice of life experiences that many have seen, as well as the
humour of how complex decisions are outside the thought process of men.
Execution
This ad flows from top to bottom,
ensuring that after a reaction has been elicited from the consumers the message
is further reinforced with the slogan, “Thank God you’re a man.”
Clarity
|
Completeness
|
Correct
|
Establishes Goodwill
|
5
|
4
|
4
|
3
|
Electronic (TV)
Real
Life Pac Man #UpForWhatever was aired during the 2016 Super Bowl and
garnered millions of hits on YouTube.
Target market
The target market for this
advertisement are men between the ages of 25 to 34, with a high focus on
immaturity. Knowing that 45% of men within this age range prefer beer over any
other alcohol, this message is meant to encompass all North American men of all
ethnicities (Saad, 2017).
Positioning strategy
Through the campaign “Up For
Whatever” Bud Light has positioned themselves as the product that people
associate with a good times and unexpected experiences. By utilizing a symbol
that all ages are aware of such as Pac Man, they are able to capture the
attention of multiple demographics and ensure they combat the negative
connotation of macro brewers. They are perpetuating that men are girl-chasing,
party-loving man-children, but fun is their ultimate position.
Message objectives
To target millennial's who value
unique experiences and build a rapport with them by watching a childhood
fantasy fulfilled that could only be dreamt of before.
Appeal technique
Millennials value experience more
than tangible products. Bud Light starts with a slice of life appeal at the bar
with friends, followed by surprise, fantasy, humour and nostalgia to keep the
audience engaged throughout the entire 60-second “story” ad.
Execution
This advertisement was able to
execute effectively along a timeline that needed to communicate authenticity
and retain a genuine feel for surprise and excitement throughout.
Clarity
|
Completeness
|
Correct
|
Establishes Goodwill
|
4
|
5
|
5
|
4
|
Internet (Website)
Brewed
the Right Way - Peach of Resistance (Appendix B).
The
brilliance and timing of this ad was that it was done to fight back against the
Budweiser 2016 Super Bowl "Brewed the Hard Way" ad.
Target market
Young, discerning male followers of
the craft beer industry who prides themselves upon home brewing.
Geographic
|
Demographics
|
Socioeconomic
|
Psychographics
|
Target
Region:
-United
States
Manufactured:
-St.
Paul, Minnesota
|
Gender:
-Men
Age:
-25
to 34
|
Income:
-$30k
to $40k
Education:
-High
School+
|
Lifestyle:
-Epicureans
-Beer
snobs/geeks
-Trend
followers
|
Positioning strategy
To position themselves as someone
who stands strongly beside the micro and craft brewers and rally this group to
fight back against the massive budgets of Budweiser and other macro beers. They
want to be seen as an industry influencer who can fulfill the needs of
consumers and will not sacrifice their integrity.
Message objectives
To target males who want to stand
behind a community of like-minded individuals, fight back against the "big
guys" and brew superior beer.
Appeal technique
Northern Brewer is using a
counter-slogan as a Personality Symbol appeal in which consumers identify
themselves with a brand and community.
Execution
Drawing consumer’s eyes to the
"Brewed the Right Way", they are then able to recognize the font and
correlation between Budweiser's "Brewed the Hard Way" immediately. It
then further reinforces this by stating that they offer everything that a
discerning craft beer enthusiast would want to use to fight back against
Budweiser and their mockery of those who might drink a Pumpkin Peach Ale.
Clarity
|
Completeness
|
Correct
|
Establishes Goodwill
|
4
|
5
|
3
|
5
|
Outdoor (Signage)
Heineken
DON’T DRINK AND DRIVE (Appendix C).
This
was one of the most compelling campaigns ever crafted for the outdoor market,
where consumers through Europe were confronted with massive dented cans in the
middle of intersections, and at drinking events.
Target market
Millenial males who understand the
power of this imagery and what it represents.
Geographic
|
Demographics
|
Psychographics
|
Target
Region:
-Europe
(Switzerland)
|
Gender:
-Males
Age:
-25
to 34
|
Lifestyle:
-Seek
social attraction
-Binge
drinkers
-Party
animals
-Hedonists
|
Positioning strategy
The strategy for this campaign is
to position Heineken as a socially responsible brand and generate a substantial
amount of Goodwill for their consumers.
Message objectives
To reinforce the message for
millennial consumers to drink responsibly while also pushing traffic to their
website at www.enjoyheinekenresponsibly.com.
Appeal technique
A can that has been visibly dented
by an automobile speaks to the problem instantly through fear, unstated
assumption and shockvertising appeals.
Execution
Deployment of this item was
throughout pedestrian crosswalks, traffic lights and parking areas of outside
concerts. Each location selected was to ensure communication with the right
target market and where they may pass through frequently or congregate.
Clarity
|
Completeness
|
Correct
|
Establishes Goodwill
|
4
|
3
|
4
|
5
|
The dented can pillar made an
immediate impression not only with the public but with the press nationwide and
the strongest was through the automotive press (Toxel, 2009).
Alternative (Guerilla)
Guerrilla
Indus Pride Beer (Appendix D) chose to run a campaign through India's
massively underutilized transit system. The overhead handles that are used to stabilize
a traveler on a train were converted into plastic beers handles to advertise
Indus Pride Beer.
Target market
Millenial males who find the humour
in this style of guerilla advertising and want to indulge in gripping the
overhead handles in different ways.
Geographic
|
Demographics
|
Psychographics
|
Target Region:
-India
|
Gender:
-Males
Age:
-25 to 34
|
Lifestyle:
-Seek social attraction
-Transit commuters
-Party animals
-Hedonists
|
Positioning strategy
The goal for this campaign is to
position Indus as a trendy brand that can be engaged with by any commuter in
India and to be a source of buzz.
Message objectives
To deliver a message of fun and
humour that all others can enjoy throughout their public transit commuting
experience in the hope they wish to replicate the faux drinking experience in
real life.
Appeal technique
The fantasy of drinking out of the
mug, even if done in jest, has an appeal of humour and a slice of life. This
represents a conflict in our lives, where we'd rather be somewhere else than
where we are right now. It works well because it is unique and eye-catching,
involving some laughs if used in the right context.
Execution
It was executed well throughout all
of the transit system in India as a massive production, which was eye-catching,
unique and engaging. Although there's no way of communicating only with the
male demographic through it, men are most likely to appreciate the humour and
resonate with the desire to have a beer.
Clarity
|
Completeness
|
Correct
|
Establishes Goodwill
|
4
|
3
|
4
|
3
|
Conclusion
People do not
watch ads, they watch what interests them the most and remain engaged until
this illusion is broken. This ad was able to able to effectively communicate to
their core audience without directly selling to them and because of this, it was
the best advertisement from this report. The ad selected as the best was the
Real Life Pac Man #UpForWhatever.
The
counter-argument can always be made that majority of beer ads focus on men who
are sex crazed partiers with the maturity of a teenager, but it is this side of
men that we can laugh at and enjoy. Even if men do not relate at this exact
moment in time, the message still resonates with the experience seeking side of
them and the simplicity of fantasies.
References
Farley, C. (2017). Good Beer is Your Right.
Retrieved from NorthernBrewer.com:
http://www.northernbrewer.com/about/history/goodbeer/
Saad, L. (2017). Majority in U.S. Drink Alcohol,
Averaging Four Drinks a Week. Retrieved from Gallup.com:
http://www.gallup.com/poll/156770/majority-drink-alcohol-averaging-four-drinks-week.aspx
Tempo. (2017). About Tempo. Retrieved from
TempoBeverages.com: http://tempobeverages.com/about.html
Toxel. (2009). Creative Advertising on Columns.
Retrieved from Toxel.com:
http://www.toxel.com/inspiration/2009/11/24/creative-advertising-on-columns/
Image Sources:
Source: http://i.imgur.com/DILXi3z.jpg
Source: http://inagorillacostume.com/wp-content/uploads/2011/10/Beer-Bus-Handles-Guerrilla-Marketing.jpg
