Axe Body SprayProduct: Axe Body SprayCampaigns: Anarchy 2012 & Peace 2014AnarchyPuffery (extremely over dramatic)Campaign strategy:first campaign targeted to males and females, used lust and chaos of attraction to pertain to both audiencesRomantic song in contrast with catastrophic settingExaggerated images to show the large impact product could have on societyUsed Graphic Novel to draw in the audience and let them interact with productConnected with x box for promotion, connected with x box to connect with Tom Clancy Ghost reconPeaceCampaign strategyIdea 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 DayExecution differencesAxe anarchy focuses on sex appeal and spontaneous encounters and axe peace is about love and long term, not just lustAnarchy is peaceful to chaosPeace is chaos to peacefulAnarchy was partnered with x box and Tom Clancy for profitPeace was partnered with Peace One Day, a nonprofit, to promote World Peace DayMcDonalds2003 “I’m Lovin’ It” Campaigndraw in young crowd, sponsorship deal with Justin Timberlake to reach young audience2008 “what we’re made of”focuses on quality of food and healthier options, family orientedYouTube video series “our food, your questions”2008: Announced 0 trans fat items on menu, began posting calories on menu boards in 2012Execution differencesIm lovin itInternational motion logo (golden arches)SynergyWhat we’re made ofVisual metaphorMade ingredients available on internet, taking out transfatYouTube websiteStrategyI’m lovin itFocuses on young peopleExperience of eating at McDonaldsDisplays an energetic fast paced life styleWhat were made ofFocus on quality and healthMore family orientedNew American lifestyle, beat obesityKEY DIFFERENCESI’m lovin’ itSuccessful until supersize me movie and health concerns came upPressures from competitorsWhat were made ofFocused on a health conscious audienceShowed a behind the scenes look at how products were made and what went into products (ingredients)DoveKey differencesStrategyLitmus: awarenessReal beauty: positioningExecution:Litmus: Pitch, logical, science basedReal beauty: Real beauty: story, dramatic, emotion basedReason whyLitmus: counteract competitionReal beauty: position brand to stand outADPR 3100 1st Edition Lecture 26Outline of Current Lecture II. Presentations Day 1Current Lecture Axe Body Spray - Product: Axe Body Spray - Campaigns: Anarchy 2012 & Peace 2014- Anarchyo 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- Peaceo 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 chaoso 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 differenceso Im lovin it International motion logo (golden arches) Synergyo What we’re made of Visual metaphor Made ingredients available on internet, taking out transfat YouTube website- Strategyo I’m lovin it Focuses on young people Experience of eating at McDonalds  Displays an energetic fast paced life styleo What were made of Focus on quality and health More family oriented  New American lifestyle, beat obesity - KEY DIFFERENCESo I’m lovin’ it Successful until supersize me movie and health concerns came up Pressures from competitorso 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 differenceso Strategy Litmus: awareness Real beauty: positioningo 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