UGA ADPR 3100 - Group 6- group proposal (2 pages)

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Group 6- group proposal



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Group 6- group proposal

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2
School:
University of Georgia
Course:
Adpr 3100 - Principles of Advt
Principles of Advt Documents

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Group 6 Samantha Murray Alyssa Fite Avery Sechrest Victoria Morris Peyton Whilhoite Frank Mu Sarah Bennett Mary Rose Callahan Project Proposal Diet Pepsi Cindy Crawford Skinny Can Campaigns Perhaps one of the most recognized logos in America is the Pepsi logo and with such a famous brand is the chance for much competition For this project our group chose to study the sister product to Pepsi Diet Pepsi The two different Diet Pepsi campaigns we are focusing on in this project are the Cindy Crawford campaign and the Skinny Can campaign While Cindy Crawford appeared for Pepsi in the nineties her first ad for Diet Pepsi ran in 2002 The Skinny Can campaign began during Fashion Week in February of 2011 and ended around July of 2011 Diet Pepsi created both of these campaigns with very different intentions One major difference in the two campaigns is how they were to be received With the hopes of recapturing the audience that was drawn to Cindy Crawford in the nineties Diet Pepsi chose to bring her back with much similarity to her first and most famous ad To understand the reasoning behind her Diet Pepsi ad in 2002 you must understand her first ad for Pepsi in 1991 In Cindy Crawford s 1991 a she pulling up to an old country store casually dressed and slipping in two coins to buy a Pepsi This made Diet Pepsi look cool easy to access and common It gave the feeling of accessibility and simplicity People would feel cool drinking Diet Pepsi because Cindy Crawford a mother nonetheless is doing it too In her 2002 ad Cindy Crawford is now drinking Diet Pepsi still has the same great body but she now has kids and an SUV The implied message is that Diet Pepsi is somehow bottled up water from the fountain of youth Like with the Cindy Crawford campaign the Skinny Can campaign also wants viewers to connect Diet Pepsi with beauty but this time the beauty of the can Diet Pepsi came out with a slimmer sexier design for its can in the hopes of appealing to women Unfortunately this offended



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