Tag Archives: Marketing promotion

Courses

Commercial renewal project: Twix 2018

Leave a comment

We decide to renew the Twix advertisement aired in 2012. This old advertisement, in fact, successfully emphasized the unique characteristics of the chocolate bar; the ingredients (biscuits and caramel) were visually demonstrated by the manufacturing process.

However, this advertisement lacked “targeting,” which raises a problem because many children and youngsters consume chocolate bars actively. Further, there was no punch line.

Therefore, we renew the old advertisement to resonate it with college students. We propose Twix is a rest and a comfort. In the renewed advertisement, we use fast-paced audio and video to show that contemporary college students are busy. When Twix is shown, we use slow-paced audio to propose that Twix helps busy students get relaxed. We also use the phrase “Have a Break, Have A Twix” in the end of the advertisement to clarify our proposition.

Written by Sungkyu Jin, Kyuwon Lee, Kyungkae Chang, and Haeyeon Park | Marketing Communication 2018 Fall | College of Business Administration, Kookmin University

Courses

Commercial renewal project: Canada Goose Light Weight Down Jacket 2018

Leave a comment

People are afraid of cold winter. The Canadian Outdoors brand, Canada Goose, was born in 1957 for the Canadian Arctic Guards, researchers and explorers of the scientific institutes of the polar regions, and those working in the extreme weather conditions. This brand became popular under the slogan of freeing people from the cold. The current ad about the Canada Goose Light Weight Down Jacket emphasizes its core feature with the phrase of “Where warm can take you” as well as its light weight. In sum, the ad emphasizes that the jacket is warm and light.

The current ad with the magnificent nature of Canada’s Avalon Peninsula conveys how warm the Canada Goose jackets are. However, will this add lead Korean customers to buy the jacket? Korea is quite cold in winter but not as cold as polar regions. Canada Goose Ad needs to prove why its jacket is valuable to Korean customers.

We have changed the background of the current advertisement from nature to city. The current advertisement is of interest to mountaineers but may not attract urban dwellers. While doing so, we tried not to dilute the unique brand image. We also newly generated a phrase, Beyond Boundaries, to break the existing frame and get close to Korean customers.

Written by Junhyuk Kwon, Baliworin Dastan, Jungtaek Lim, Jieun Lim, and Suna | Marketing Communication 2018 Fall | College of Business Administration, Kookmin University

Courses

Commercial renewal project: Uniqlo Ezy Ankle Pants

Leave a comment

https://www.youtube.com/watch?v=vcbQ-uTVONA

 

 

Uniqlo represents SPA brands and its reasonable price attracts customers. Recently, it launched new pants called EZY ankle pants. Uniqlo promoted it on air but seemed to fail to attract attention compare to its other best selling products such as AIRISM and HEATTECT.

We decided to renew the commercial of the EZY ankle pants because the commercial highlighted color and fabric and demonstrated comfort through people dancing on the street. In our renewed commercial, we highlighted comfort, color, and fabric, all of which are competitive advantages. We filmed a person wearing EZY ankle pants and walking, running, doing exercise, and even attracting others.

Written by Yoonsu Kim, Hakyum Lee, Yoonsu Jang, and Chanhee Hong | Marketing Communication 2018 Fall | College of Business Administration, Kookmin University