In February 2016 McVities released a new product named Digestive's Nibbles using small kittens in their billboards, adverts and posters to grab the target audience and sell their product. Nibbles slogan is 'your favorite biscuits in a nibbly nibble' this connotes that McVities have used humour through a pun in order to grab attention .
Mcvities have also featured small kittens on their billboard. This campaign is targeted at a female audience this connotes the reason for the kittens in the advert is due to the female target audience because kittens are viewed as cute and adorable animals.The idea that all women adore small animals is very stereotypical.In the advertisement the women are all portrayed to all of a sudden become 'weak' for the furry animals.However, the idea of cuteness fits with the title of the campaign 'Sweet'. The advert also portrays the women to be excited to see adorable kittens come. This is how they want the target audience to feel while watching their advertisement a opening their product. Digestive Nibbles campaign is targeted for female adults between the age of 25-35 although it can be purchased by anyone.
All 4 women in the advertisement look as if they are spending their evening like any other average women similar age.This will probably make the target market want the product even more because of it being advertised buy similar normal people
The key message of this campaign is that you will be satisfied, happy and pleased with the product.
Methods Used:
Humor
Target audience 'weakness' e.g. cute kittens
Realistic similarities towards the target market.
Average 25-35 year old life style
Average 25-35 year old life style
https://twitter.com/McVities Mcvities has advertised their product is through social media such as Mcvities Twitter, Instagram and Facebook page as well as television and online adverts.Social media is used by teens and young adults.This is a great way for Mcvities to make their target market come across the product.1 in 4 people world wide.The colour theme for this product Navy blue and brown.The brown clearly portrays chocolate, however, it is also a classy and sophisticated colour and is to present the maturity in the product instead of using a bright and funky colour.If Nibbles was packaged using bright and very 'candy' style colours the consumers and buyers would be a whole different audience.It would be a much younger audience.This is why the colours used are very important because it decides attracts different audience. Mcvities also used navy blue in their advertisement this is because dark blue connotes strength,intelligence and maturity.Thing the target market aspires to be.
2)
Nespresso 'Training Day' 2016 Campaign
Nespresso is an internationally sold successful coffee machine owned by the global company Nestle.It is sold in 68 countries world wide.Nespresso's slogan in Nespresso...What else? This is a very classy and humorous way to say Nespresso is the best.The product has its own website, social media page online and television adverts.The advertisement features George Clooney.Nespressos target market is a male audience in their 40s and 50s.The reason tis campaign is called 'training day' is because using Nespresso will make you into your ideal man.
In the billboards, posters television and online advertisements Nespresso use coloures such as brown, gold and silver as their colour theme.Ths gives off luxury and elegant feel and is perfect for target market. These coloures portray wealth power.
George Clooney and Danny Devito
https://www.youtube.com/watch?v=_Il-Rg1sD90
Nespresso featured actor George Clooney in their advertisement along with Danny DeVito. Nespresso has put everyone's ideal man and Danny DeVito.They have used to totally different people to present that Nespresso works wonders.The humor in the ad is for the audience to remember the clown costume and transformation Danny DeVito goes through when trained by a professional Nespresso drinker (George Clooney) and is now a 'Nespresso Drinker' he is then approached by a young attractive women.This connotes anyone who drinks Nespresso will turn into their ideal handsome man and women will approach you and is all done by Nespresso.It is portraying that Nespresso will train you into George Clooney's ideal partner.
Coco Chanel Mademoiselle
This campaign started in 2011 and featured actress Keira Knigtely. Chanel used billboards, television ads, social media and sponserships to sell their product.The target market is a female audience, which is presented through the use of the colour pink, using an 'ideal women' and the meaing of the prodc portayed in the advert.They have featured a well known actress to make the audience think if she is uses the product and looks like that if they use it the would become like their ideal person or partner.Similar to the Nespresso campaign but for a different audience.This campaign is very stereotypical towards its target audience
Coco Chanel Mademoiselle
This campaign started in 2011 and featured actress Keira Knigtely. Chanel used billboards, television ads, social media and sponserships to sell their product.The target market is a female audience, which is presented through the use of the colour pink, using an 'ideal women' and the meaing of the prodc portayed in the advert.They have featured a well known actress to make the audience think if she is uses the product and looks like that if they use it the would become like their ideal person or partner.Similar to the Nespresso campaign but for a different audience.This campaign is very stereotypical towards its target audience
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