ADPR 3100 1st Edition Lecture 26 Outline of Current Lecture II Presentations Day 1 Current Lecture Axe Body Spray Product Axe Body Spray Campaigns Anarchy 2012 Peace 2014 Anarchy o Puffery extremely over dramatic o Campaign strategy first campaign targeted to males and females used lust and chaos of attraction to pertain to both audiences Romantic song in contrast with catastrophic setting Exaggerated images to show the large impact product could have on society Used Graphic Novel to draw in the audience and let them interact with product Connected with x box for promotion connected with x box to connect with Tom Clancy Ghost recon Peace o Campaign strategy Idea of long last relationships rather than hookups kissforpeace gives people incentive to buy the product tagline make love not war supporting the nonprofit organization Peace One Day Execution differences o Axe anarchy focuses on sex appeal and spontaneous encounters and axe peace is about love and long term not just lust o Anarchy is peaceful to chaos o Peace is chaos to peaceful o Anarchy was partnered with x box and Tom Clancy for profit o Peace was partnered with Peace One Day a nonprofit to promote World Peace Day These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute McDonalds 2003 I m Lovin It Campaign o draw in young crowd sponsorship deal with Justin Timberlake to reach young audience 2008 what we re made of o focuses on quality of food and healthier options family oriented o YouTube video series our food your questions o 2008 Announced 0 trans fat items on menu began posting calories on menu boards in 2012 Execution differences o Im lovin it International motion logo golden arches Synergy o What we re made of Visual metaphor Made ingredients available on internet taking out transfat YouTube website Strategy o I m lovin it Focuses on young people Experience of eating at McDonalds Displays an energetic fast paced life style o What were made of Focus on quality and health More family oriented New American lifestyle beat obesity KEY DIFFERENCES o I m lovin it Successful until supersize me movie and health concerns came up Pressures from competitors o What were made of Focused on a health conscious audience Showed a behind the scenes look at how products were made and what went into products ingredients Dove Key differences o Strategy Litmus awareness Real beauty positioning o Execution Litmus Pitch logical science based Real beauty Real beauty story dramatic emotion based o Reason why Litmus counteract competition Real beauty position brand to stand out
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