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Let's Do This One Last Time...
We're back. It's the final trimester for 2019 and I am feeling positive about what is to come this trimester. Advertising is one of the primary fields of graphic design that I want to enter once I complete my degree next year. In order for my peers and I to develop successful branding for a company of our choosing, it is important to take a thorough look at successful advertising campaigns.
Kayla and I had chosen to take a closer look at P&O Cruises "The Best Way to See The Best of The South Pacific" (2017) and Coke Zero's "Just Add Zero" (2014) campaigns.
We discovered that the $2-5 million dollar budget that P&O fronted for the campaign was used to increase passenger sales by 20% throughout the wave holiday period. This campaign was used to promote P&O as a cruise company that was smaller and understated in comparison to others, but provided a larger array of South Pacific destinations that other companies did not visit.
This 30 second TV commercial ran during the Big Bash, and was promoted heavily on Fairfax websites. This was a success due to the references to Castaway (2000) and the comical undertones (Effie Awards, 2018).
Coca-Cola's "Just Add Zero" Advert aired in 2014 to target a young-adult market in attempt to re-position Coke Zero from a categorical decline against Pepsi Max to secure categorical leadership.
Despite Coke's brand recognition and catalogue of products, there is a price premium attached in comparison to Pepsi. 45% more expensive than Pepsi products, which increased to 58% higher in 2013.
This advert was also created through extensive market research which revealed out of the young adults that were surveyed, 60% of them had never tried Zero in comparison to Classic. Diet Coke holds a stigma which assisted to the consumers refusal to change or compromise on taste and flavour. Their positioning; "Young adults, like Coke Zero, are driven to get more out of life."
Louder more upbeat music was used to advertise this product as well as a lifestyle. Having a Zero won't take from your life, it will add to it.
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