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.
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.
In the past, Heineken seemed to make TV commercials exclusively for men. Although many of them were successful, we decided to focus on female Heineken lovers. In our new commercial, we begin with describing how busy, how much stressed out, and how tough it is to live a life as a female student in Korea. Then, we claim Heineken is able to relieve her everyday tension and helps her get relaxed at home. We hope this commercial be aired between 9 PM and 11 PM in the metropolitan buses (e.g., Yap TV) for the passengers who work hard at their workplaces and need a rest at home.
In a recent commercial of KitKat, a female flight attendant fails to call the last passenger to the gate, eats a piece of Kitkat, then raps and beat boxes at the mic, and then finds the lost passenger. Unfortunately, we were confused about it because rapping has nothing to do with the passenger, and we were irritated about her relatively poor rapping skill. We believe these obstacles fail to deliver the brand’s advantages to viewers.
However, we found that women were more likely to consume chocolates than men, in particular, when they were depressed or agitated. There is even a special Swiss chocolate called “Frauenmond” that makes menstrual pain goes away. Judging by these facts, our new commercial targets at 20 – 30s women who feel unhappy for no specific reason and positions Kitkat as a medicine for emotional problem of women. We embed this concept into a story about a man who is confused about his girlfriend’s suddenly aggressive behavior. He runs to a nearby pharmacy, looks for a medicine for his lover. The pharmacist hands over Kitkat as a solution. When the girlfriend eats Kitkat, she becomes happy and cheerful as usual.
“Thinner, lighter, this is Oreo” This is the first sentence that appears in the Oreo Thins commercial in July 2016. It also says “slim and slender we want more and more,” suggesting that this new cookie targets at the people who used to hesitate to eat Oreo cookies for their high calories. Interestingly however, there is little difference between Oreo and Oreo Thins in terms of calorie: 245kcal and 220kcal.
We decide to modify the target of the commercial. Since there is no significant decrease in terms of calories, targeting only for ladies is inappropriate. We extend the target by including men. We also appeal the key advantage of Oreo Thins. Unlike the original Oreo, it does not need milk. Therefore, dunking or twisting is not needed. In sum, people can eat Oreo Thins elegantly.
The Corona brand is associated with relaxation and a temporary escape from stress. The original commercial attempts to show that through a man and a woman relaxing on an exotic, white sand beach somewhere in Mexico. The original ad does not seem to capture the product’s target market and fails to depict how everyday consumers can enjoy the product.
After watching the original commercial, we decided to change a couple of points. The cast that we included in our ad change attempts to better portray the profile of Corona’s target market. Not only do men account for over 80% of the product’s consumption, but Corona also attempts to target middle to high class males between the ages of 21-35 who lead professional or semi-professional lifestyles; we tried to capture this customer profile in our ad.
We also wanted to incorporate a sporting aspect into our ad because we think it’ll help us better communicate our message and better resonate with the product’s target market. Corona is associated with many sporting events, and can frequently be seen sponsoring events such as the US LPGA tour (golf), NASCAAR, and multiple soccer teams.
Finally, the scene of two coworkers playing basketball after a stressful day of work and relaxing on the bench while drinking a cold beer portrays the message that simply finding the time to relax with friends while drinking Corona can make you feel like you’re on vacation. We believe that most people will have a feeling of familiarity to a situation like this compared to relaxing on an exotic beach.