I thought id do some research on a director, what adverts they have made, if they have a distinctive style, and what else they make. Eric Lynne directed the lactofree adverts for Wieden and Kennedy london, as well as ads for John LEwis, VW and Heineken. He studied film at Northwestern university and kick started his directing career by writing and directing a short film, earning a best new director award for his film "neighbor". His first commercial campaign, for United Airlines, won awards at Cannes, the Clios and BTAA, and his direction of HSBC 'Hole in One' earned Eric a nomination for Outstanding Directorial Achievement at 2005's Directors Guild of Great Britain awards. He earned a yellow pencil at D&AD for his Zurich Classic spot 'Silence' and collected silvers at Cannes and BTAA for his VW work.
A few of his works -
This is one of my favourite ad's ever, purely because of the mood created by the soundtrack, slow paced editing and dim lighting.
I think this advert is beautiful too, also because the mood that has been created is really nice, it has the same slow editing style of the previous two adverts of his that i looked at, and attention has been paid to lighting in all three. The use of stop motion is subtle in here but a really nice touch too.
Friday 21 October 2011
Lactofree -
- launched by Arla foods in 2006
- adverts produced by Wieden and Kennedy, directed by Eric Lynne
This is another product i decided to research, as it is another milk product with a definite difference a real USP. Lactofree is normal cow's milk with the lactose taken out, it is the only product of its kind. As i am looking at creating a unique milk based product, i thought i would look into the way lactofree is advertised. It is also an Arla brand of milk, the same company that manufactures Cravendale. The adverts however have a very different style and are aimed at a much smaller more niche audience, so it is surprising that they have made a mass marketed TV campaign. however it has been successful. The ad's are simple to understand and highlight the product USP in an interesting humerous way, keeping them light and fun. I am going to do a quick analysis of a few of their adverts which i have watched. I also noticed how the adverts work together, as in my brief i have to make two adverts. I think i will research later into adverts work together in a campaign, how synergy is created between them to make a campaign, so it isnt disjointed.
This is my favourite of two most recent ads that i think are very clever, because they are a "story that symbolises the benefit" style advert, so they are interesting and humerous, the audience will relate to the situation whilst understanding it is meant to be funny and a bit gimmicky.
basic analysis - Camera, Sound, Editing, Mise En Scene
- the ad starts with a mid to long shot of a softly lit house, it is dark outside, this makes the house look warm and inviting
- we see the door open from the womans point of view, and she pans down to view the milk, this makes the milk look very small, as she is looking from a high angle
- an over the shoulder shot looks back at her, as the milk speaks, the camera is at a low angle and the house looks large and powerful
- a close up of the milk shows the product in the glass, the advert is reliant on sound and there is not much happening on screen
- we get an over the shoulder shot of the woman, looking back at the milk, she doesnt say anything, is entirely mute, but ehr body language shows she is uncomfortable
- another mid to long shot shows the two interacting in the doorstep, she remains static and doesnt move
- the advert is left deliberately quiet with no non diegetic sound
- editing is relatively slow, the shot lengths are quite large
- a change of scene shows the product range atop a table, introducing the product at the very end
This advert is the second from the same campaign, it is very similar to the first, with both adverts having much of the same narrative, the only real differences being location and the set.
- the same camera angles are used, and speed of editing and length of shot is the same- very slow. The speech is along the same lines and not very different, meaning that the two adverts are a bit too similar, not distinguishable enough from one another. I therefore dont think these ad's work well together.
- adverts produced by Wieden and Kennedy, directed by Eric Lynne
This is another product i decided to research, as it is another milk product with a definite difference a real USP. Lactofree is normal cow's milk with the lactose taken out, it is the only product of its kind. As i am looking at creating a unique milk based product, i thought i would look into the way lactofree is advertised. It is also an Arla brand of milk, the same company that manufactures Cravendale. The adverts however have a very different style and are aimed at a much smaller more niche audience, so it is surprising that they have made a mass marketed TV campaign. however it has been successful. The ad's are simple to understand and highlight the product USP in an interesting humerous way, keeping them light and fun. I am going to do a quick analysis of a few of their adverts which i have watched. I also noticed how the adverts work together, as in my brief i have to make two adverts. I think i will research later into adverts work together in a campaign, how synergy is created between them to make a campaign, so it isnt disjointed.
This is my favourite of two most recent ads that i think are very clever, because they are a "story that symbolises the benefit" style advert, so they are interesting and humerous, the audience will relate to the situation whilst understanding it is meant to be funny and a bit gimmicky.
basic analysis - Camera, Sound, Editing, Mise En Scene
- the ad starts with a mid to long shot of a softly lit house, it is dark outside, this makes the house look warm and inviting
- we see the door open from the womans point of view, and she pans down to view the milk, this makes the milk look very small, as she is looking from a high angle
- an over the shoulder shot looks back at her, as the milk speaks, the camera is at a low angle and the house looks large and powerful
- a close up of the milk shows the product in the glass, the advert is reliant on sound and there is not much happening on screen
- we get an over the shoulder shot of the woman, looking back at the milk, she doesnt say anything, is entirely mute, but ehr body language shows she is uncomfortable
- another mid to long shot shows the two interacting in the doorstep, she remains static and doesnt move
- the advert is left deliberately quiet with no non diegetic sound
- editing is relatively slow, the shot lengths are quite large
- a change of scene shows the product range atop a table, introducing the product at the very end
This advert is the second from the same campaign, it is very similar to the first, with both adverts having much of the same narrative, the only real differences being location and the set.
- the same camera angles are used, and speed of editing and length of shot is the same- very slow. The speech is along the same lines and not very different, meaning that the two adverts are a bit too similar, not distinguishable enough from one another. I therefore dont think these ad's work well together.
Product development
Before getting any further with the planning process i need to brand my product, and before i do this i need to know exactly what it is, what the products attributes are. I did some brainstorming around milk products, what different varieties there are and thinking about who they could be aimed at.
Wednesday 19 October 2011
Advert analysis - Cravendale
This advert is one of the earlier "cyclist, pirate and cow" ads, from 2009, filmed using stop motion animation. It was one of the most successful ad campaigns, increasing Cravendale's sales and boosting their brand image. it is an ongoing character style advert, with a strong narrative
Basic analysis - ( camera, editing, sound, mise en scene )
- the advert opens with an extreme long shot of a house on a small farm, with small animals, setting the scene and imdeiately establishing the brand as humble and homely, down to earth. This is backed up by farmyard animal noises, sheep and a rooster. aesthetically, it is colourful and childlike.
- a long shot shows the audience cow, pirate and cylcist, who have themed beds, establishing their personalities
- a mid shot shows pirate shouting "milk"
- editing is very fast paced
- long shot of kitchen, still colourful, use of blue and white, which is commonly associated with milk
- a close up of the fridge shows the cow, looking at the product, this is establishing the product, which until this point has been un known to the viewer, alongside the face of the cow, showing them together is creating a link between them, the cow and the milk.
- a close up of the fridge door shows the phrase "cravendale isnt just any milk, its filtered to make it purer" in firdge magnets, this is showing the products USP, in a more interesting way, without neccesarily pushing it. it is a subtle feature, but key to advertising the products attributes
- birdsong can be heard in the back ground, this is also giving the advert a innocent pure feel, and showing the brands purity
- a long shot shows the characters dancing jerkily, the stop motion style makes the jerky rigid movement quite effective, they deliberately dont move smoothly
- a shot reverse shot shows cow and pirate looking at cyclist, and then their reaction to the cardboard cut out, these are rarely used in stop motion where it is unusual to have a 360 degree set.
- a mid shot of cyclist drinking the milk, who says it is "lovely"
- then the cravendale logo is featured, with their slogan "milk matters" this is accompanied by a non diegetic score that is quite upbeat and fun, tying the branding to a fun feeling.
What exactly is being advertised?
the cravendale milk brand- a type of milk that lasts longer due to being triple filtered. a hgih quality premium brand. fairly unique.
Where and when did the ad appear?
it appeared in 2009 accross a multitude of channels across all dayparts, so reached a mass audience, including channels ITV and channel 4, which are viewed on mass by many different types of people, reaching a wide audience, diverse in age range, status and ethnicity.
Why might it have appeared there and then rather than elsewhere?
Despite ebing a fairly luxury brand of milk, cravendale milk is supposed to be aimed at everyone, showing that everyone can afford to pay more for a more quality milk product, because "milk matters". the ad campaign was aimed to change the way the whole public view and treat milk.
What appears to be the intended audience?
It is a wide audience, everyone, however mostly adults, people who actually purchase milk
What suggests this?
The style of advert is actually fairly niche, not something that is often used for mass marketed products, the stop motion style is rarely seen on major tv channels, however the advert hasnt been tailored to a specific audience, ti is kept very open, free from any specific connotations to gender, ethnicity, age, as to keep it open and accessible to a large audience
What graphic mode(s) is/are used (e.g. still photography, drawing, animation, live action)? it is stop motion using ready made plastic figurines, the background and scenery is actually green screened, so it was filmed without a set. this means they could use a 360 degree angle and were more free with the camera over a green screen, then later added the backgrounds and scenery
Describe the overall design.
the aesthetics are key to the advert, it is very colourful, childlike, using a mixture of materials, paper, plastic figures, paints.
Who are the participants?
cow, cyclist and pirate, these are ongoing characters in the ad campaign and have become part of the brand, associated with the product
What do they do?
they all have unique personalities, and are part of the key narrative, cyclist is sneaky and cow is quite subserviant, pouring the glasses of milk for the two men. they each have equal roles in the narrative.
What key objects are featured?
the product itself - although not the real product, but a plastic version, the record player, as this shows the house is quite rural and simple, which is helping brand the product as simple and natural
What part is played by words (choice of words, typography/voiceover)?
the phrase on the fridge is highly important, as the narrative is branding the product as fun and interesting, and showing that the product is nice to dirnk, but the phrase on the fridge is the only thing that actually highlights the products attributes, the real selling point of cravendale, so if this was missed, the audience may not perceive cravendale as any different from other milk brands, except for its branding. in later adverts, the narrative explains the products attributes, so they can be seen to be more effective. the cyclist also exclaims "lovely" which shows the product is more than just milk, but tasty.
What part is played by the use of sound and/or light?
sound is always key to stop motion, and here they use exaggerated sounds for movements, like crashes and clinks, they also give the characters expression and emotion using sounds rather than real words, so they speak in small sounds, this emans the audience understand their interaction without it being too obvious. the non diegetic sound is also important here for setting the mood and creating an ambience, like the birdsong and the farmyard sounds.
What intertextual references can you discern (to other ads, to other genres, to other people etc.)?
It is a similar animation style to belgian series " a town called panic", which uses the same character and background style, aesthetically very similar.
What does the ad seem to suggest about gender roles, class/status, age, ethnicity or self-identity?
the ad is left deliberately open to interpretation, free from any connotations about gender or status, none of the characters have specific genders or ethnicities, it is set in an imaginary world, so it doesnt reflect real life.
What use is made of humour, and to what effect?
there ia light humour, in the way the characters beds are stereotypically decorated, so the cow has grass in a vase, and the pirate has a skull flag. the whole narrative is fairly comical, and the dancing is a humerous way to settle a problem. it is not overly funny, but just a little comical, something that would make the audience smile.
What do you regard as the most likely preferred interpretation offered in the ad?
- all three characters are friends living together on a farm, who all like a glass of cravendale milk first thing in the morning, and are willing to fight over it.
What scope does there seem to be for alternative interpretations?
It could be interpreted differently, the relationship between the characters in uncertain, the cow doesnt speak, so although it is a character, it is subservient to the two men, in that it pours the milk for them and lets them speak, his status is unclear
Basic analysis - ( camera, editing, sound, mise en scene )
- the advert opens with an extreme long shot of a house on a small farm, with small animals, setting the scene and imdeiately establishing the brand as humble and homely, down to earth. This is backed up by farmyard animal noises, sheep and a rooster. aesthetically, it is colourful and childlike.
- a long shot shows the audience cow, pirate and cylcist, who have themed beds, establishing their personalities
- a mid shot shows pirate shouting "milk"
- editing is very fast paced
- long shot of kitchen, still colourful, use of blue and white, which is commonly associated with milk
- a close up of the fridge shows the cow, looking at the product, this is establishing the product, which until this point has been un known to the viewer, alongside the face of the cow, showing them together is creating a link between them, the cow and the milk.
- a close up of the fridge door shows the phrase "cravendale isnt just any milk, its filtered to make it purer" in firdge magnets, this is showing the products USP, in a more interesting way, without neccesarily pushing it. it is a subtle feature, but key to advertising the products attributes
- birdsong can be heard in the back ground, this is also giving the advert a innocent pure feel, and showing the brands purity
- a long shot shows the characters dancing jerkily, the stop motion style makes the jerky rigid movement quite effective, they deliberately dont move smoothly
- a shot reverse shot shows cow and pirate looking at cyclist, and then their reaction to the cardboard cut out, these are rarely used in stop motion where it is unusual to have a 360 degree set.
- a mid shot of cyclist drinking the milk, who says it is "lovely"
- then the cravendale logo is featured, with their slogan "milk matters" this is accompanied by a non diegetic score that is quite upbeat and fun, tying the branding to a fun feeling.
the cravendale milk brand- a type of milk that lasts longer due to being triple filtered. a hgih quality premium brand. fairly unique.
it appeared in 2009 accross a multitude of channels across all dayparts, so reached a mass audience, including channels ITV and channel 4, which are viewed on mass by many different types of people, reaching a wide audience, diverse in age range, status and ethnicity.
Why might it have appeared there and then rather than elsewhere?
Despite ebing a fairly luxury brand of milk, cravendale milk is supposed to be aimed at everyone, showing that everyone can afford to pay more for a more quality milk product, because "milk matters". the ad campaign was aimed to change the way the whole public view and treat milk.
It is a wide audience, everyone, however mostly adults, people who actually purchase milk
The style of advert is actually fairly niche, not something that is often used for mass marketed products, the stop motion style is rarely seen on major tv channels, however the advert hasnt been tailored to a specific audience, ti is kept very open, free from any specific connotations to gender, ethnicity, age, as to keep it open and accessible to a large audience
the aesthetics are key to the advert, it is very colourful, childlike, using a mixture of materials, paper, plastic figures, paints.
cow, cyclist and pirate, these are ongoing characters in the ad campaign and have become part of the brand, associated with the product
they all have unique personalities, and are part of the key narrative, cyclist is sneaky and cow is quite subserviant, pouring the glasses of milk for the two men. they each have equal roles in the narrative.
the product itself - although not the real product, but a plastic version, the record player, as this shows the house is quite rural and simple, which is helping brand the product as simple and natural
the phrase on the fridge is highly important, as the narrative is branding the product as fun and interesting, and showing that the product is nice to dirnk, but the phrase on the fridge is the only thing that actually highlights the products attributes, the real selling point of cravendale, so if this was missed, the audience may not perceive cravendale as any different from other milk brands, except for its branding. in later adverts, the narrative explains the products attributes, so they can be seen to be more effective. the cyclist also exclaims "lovely" which shows the product is more than just milk, but tasty.
sound is always key to stop motion, and here they use exaggerated sounds for movements, like crashes and clinks, they also give the characters expression and emotion using sounds rather than real words, so they speak in small sounds, this emans the audience understand their interaction without it being too obvious. the non diegetic sound is also important here for setting the mood and creating an ambience, like the birdsong and the farmyard sounds.
What intertextual references can you discern (to other ads, to other genres, to other people etc.)?
It is a similar animation style to belgian series " a town called panic", which uses the same character and background style, aesthetically very similar.
What does the ad seem to suggest about gender roles, class/status, age, ethnicity or self-identity?
the ad is left deliberately open to interpretation, free from any connotations about gender or status, none of the characters have specific genders or ethnicities, it is set in an imaginary world, so it doesnt reflect real life.
there ia light humour, in the way the characters beds are stereotypically decorated, so the cow has grass in a vase, and the pirate has a skull flag. the whole narrative is fairly comical, and the dancing is a humerous way to settle a problem. it is not overly funny, but just a little comical, something that would make the audience smile.
- all three characters are friends living together on a farm, who all like a glass of cravendale milk first thing in the morning, and are willing to fight over it.
It could be interpreted differently, the relationship between the characters in uncertain, the cow doesnt speak, so although it is a character, it is subservient to the two men, in that it pours the milk for them and lets them speak, his status is unclear
Saturday 15 October 2011
Media presentation - my progress thus far
I presented my research up to the planning stage, what i had done, how effective it had been and where it had taken me. It was a usefull tool to analyse where i started in this project and where i was heading, and to gain feedback form an audience on my ideas and my thought process. I have attached my notes at the bottom.
- I looked into the Different types of advertising, codes and conventions, examples
- Then i looked at the Theory behind advertising – how it works
- I did A lot of background research into advertising, the psychology of it, some theorys of consumer involvement, how it works and why?, advertising standards, process of producing adverts etc.
- -i knew from the start I was interested in animation
- - looked at Toyota Yaris advert, rotoscoping, and had a go with that idea, experimenting, focusing on the mise en scene of the advert
- Looked at Moleskine planners, loved the advert, feel of it, style, clever
- Looked at stop motion, made a small scene, many problems with it
- Bad lighting, poor sound quality, shot length etc
- Research into stop motion, use of sound for verisimilitude, lighting, colour, symbolism, metaphors
- Difficulties with this? Easy to look shoddy and amateur
- Looked at the ancillary tasks, synergy between them
- Creating a strong brand, how?
- Chipotle advert – think this is wonderful, the whole feel, sound, camera, mise en scene works beautifully together
- This is where i came to a halt, didn’t know the product and needed to focus my research down specifically but didn’t know what to do
- Thought about everything, but knew i wanted a product that mass market, new brand of an everyday item, and look into differentiating that product through advertising.
- Settled on a dairy product – probably a new brand of milk, why?
- Research on dairy market, actually falling sales, but increasing spending on advertising
- Lot of research into cravendale, most successful branded milk – why? USP, really good ad campaign, also uses stop motion, is this conventional? Not unique. Ad co. W+K london specialise in stylised graphic design and animated adverts
- What next? I need to brand my product, really define what it is, before i can conduct audience surveys and plan an ad campaign
Tuesday 11 October 2011
W+K london, creative agency for Cravendale, and other Arla brands
W+K london describe themselves as an "independant creatively led communications company", working predominantly in advertising, but also in music video, short films and web design. Their clients include Cravendale, Honda, Lactofree, Lurpak, Nestea, Nokia, 3, and The Guardian. In 2010 they were named creative agency of the year, and in 2011 won the Cannes Independant Agency of the Year. They have a definite creative style, specialising in animation and graphic design within their ads, but also focusing on humour and light hearted comedy.
Honda - This Unpredictable Life
This Honda advert glorifies the epic challenge of trying to engineer a car that predicts everything life will throw at you. It also demonstrates everything a Honda engineer would have considered when designing the new 2011 Jazz. The film was supported by a ground-breaking digital App, which for the first time ever enabled users to ‘catch’ the animated characters from the screen. This was the birth of ‘screen-hopping’.
Nokia N8 - Gulp
Gulp is a stop-motion animation filmed on the world’s largest ever stop-motion animation set. Filmed from a crane on a beach in South Wales, the set spanned 42 x 24 metres in size (the width of a football pitch). Filmed entirely on the Nokia N8’s 12 megapixel camera.
In my eyes, Wieden and Kennedy London are a very successful creative agency, for their interesting and innovative adverts, that dont have standard conventional formats. W+K London uses out of the box thinking to brand and advertise, using a brands USP and huighlighting it in an interesting, informal, conversational way, making it easier for audiences to digest, rather than being too informative and uninteresting.
Honda - This Unpredictable Life
This Honda advert glorifies the epic challenge of trying to engineer a car that predicts everything life will throw at you. It also demonstrates everything a Honda engineer would have considered when designing the new 2011 Jazz. The film was supported by a ground-breaking digital App, which for the first time ever enabled users to ‘catch’ the animated characters from the screen. This was the birth of ‘screen-hopping’.
Nokia N8 - Gulp
Gulp is a stop-motion animation filmed on the world’s largest ever stop-motion animation set. Filmed from a crane on a beach in South Wales, the set spanned 42 x 24 metres in size (the width of a football pitch). Filmed entirely on the Nokia N8’s 12 megapixel camera.
In my eyes, Wieden and Kennedy London are a very successful creative agency, for their interesting and innovative adverts, that dont have standard conventional formats. W+K London uses out of the box thinking to brand and advertise, using a brands USP and huighlighting it in an interesting, informal, conversational way, making it easier for audiences to digest, rather than being too informative and uninteresting.
Thursday 6 October 2011
Cravendale - an Arla brand of milk
- im going to look into the cravendale brand of milk, as an example of a successful branded milk product, of which their aren't very many. much of their success is down to clever advertising and good promotion of their unique brand
- Campaign objectives: Drive sales of Cravendale Milk and encourage UK consumers to buy into a premium brand (This is a difficult product to launch, as most consumers buy their milk based on price, and wont buy a brand that is more expensive, as they do not value milk, so cravendale is one of the first brands to be launched at a premium price)
- The ads ran in all dayparts across terrestrial and multi- channel stations, averaging around 100 ratings a week. ( It is a mass market product, aimed at a wide audience so was featured on a multitude of channels at all times including peak times. This would have been a very expensive strategy)
- Target audience: All Adults
- Channels used: ITV, C4, Five and multi-channel ( they were featured on some of the main, most watched channels to reach their audience )
- Creative agency: W+K London, Pic Pic
- Cravendale seems to me to be the most successful branded milk, with a range of ad campaigns and a specific USP, differentiating it from typical non brand milk. Its USP is the long shelf life of the milk, 7 days once open as compared to 3 days of normal milk. It lasts even longer closed, at 27 days. This is due to the opaque bottle, which keeps sunlight reaching the milk, storing it better, and due to the triple filtering which makes it extra pure, and removes a lot of the bacteria, helping it stay fresh. The ad's focused on these attributes, but delivered them in an interesting informal way.
- Cravendale is a premium milk brand. In a commoditised and declining market. It charges more per litre than any other milk brand, because it delivers such benefits. however, if it was applied to consumer involvement theory, it would be a low involvement/rational product, these products are often chosen for their attributes, one of the most important being price. Because of this Cravendale have used TV advertising to push their attributes, the triple filtered qualities, and the longer shelf life.
- It is unique in that most milk brands do not venture into TV advertising. The animated adverts developed a strong brand identity, with the same characters being used in the early adverts, and a similar format.
- the Brand value grew by 18.2% year on year as volume sales increases of 7% were recorded at retail. This compared with a 1.8% volume decline in milk sales as a whole.
- they had a unique product, with a unique selling point, that was different from the competition. they also advertised this very well so the audience were aware of their advantage over other products
- they advertised to a broad audience, on channels that reached a lot of viewers
- they made really good use of advertising, making them interesting and fun, and developing a really good strong brand image
Next i am going to analyse some of cravendales adverts, and look into the agencies that produced the adverts.
Wednesday 5 October 2011
a brief look into dairy advertising - market research
I think the first place to start is to look at the dairy market as a whole, any trends, existing brands, popularity, anything that will give me an overview of the dairy market and a brief understanding of its advertising.
I looked on www.dairyco.net for information on milk sales In the last year to assure myself there is a space in the market for a new milk product-
UK dairy advertising expenditure -
advertising standards -
- states that unhealthy foods cannot be broadcast around TV programmes aimed at children, included in this can be whole milk, depending on its fatty content. this means if i were to advertise a whole milk product i would have to consider this when looking at my target audience. There are no rules for semi or skimmed milk regarding audience.
brands -
Dairy Crest (21% share of milk market)
Robert Wiseman (27% share)
Arla ( owns Cravendale, 46% share)
the milk market is mainly dominated by these three brands.
Next - i am going to look into these brands, what products they have, and what they do in terms of advertising to assess the competition and gain an understanding of conventional dairy advertising, what works, what doesn't.
I looked on www.dairyco.net for information on milk sales In the last year to assure myself there is a space in the market for a new milk product-
UK dairy advertising expenditure -
- Total advertising on dairy in 2009/10 amounted to £113.9 million.
- Advertising expenditure on dairy fell by 0.9% between 2008/09 and 2009/10.
- between 2000 and 2009, advertising expenditure of liquid milk has more than doubled
this means more and more money over the last decade has been put into advertising dairy, milk in particular which has seen a huge rise, however in the last year, advertising expenditure on dairy has fallen, perhaps because of the financial situation of many companies who cannot afford to advertise.
- this is showing me that there is a market for my product - it is important when advertising to make sure there is a market for the product, enough people to buy and choose that product, because if the milk market was in decline, with fewer sals year on year, it would be pointless and a bad move to release a new milk product. Milk as a whole is a product that is in maturity of the product life cycle, meaning its sales are not increasing rapidly, neither decreasing rapidly, but are stable.
- The average price per litre across the liquid milk market was 62p, this has fallen 7.5% in the last year
- sales of organic milk have dropped in the last year 9%, however expenditure on advertising for organic milk has also dropped 9.1%, showing there is a relationship between expenditure and sales. It also means if organic milk sales has dropped, perhaps due to the lack of advertising, then their may be a gap in the market to release a new organic product, that if well advertised could be popular. however releasing a new product into a declining market isnt a good idea. The graph clearly shows that sales of organic milk are falling, and that it isnt a current trend.
advertising standards -
- states that unhealthy foods cannot be broadcast around TV programmes aimed at children, included in this can be whole milk, depending on its fatty content. this means if i were to advertise a whole milk product i would have to consider this when looking at my target audience. There are no rules for semi or skimmed milk regarding audience.
brands -
Dairy Crest (21% share of milk market)
Robert Wiseman (27% share)
Arla ( owns Cravendale, 46% share)
the milk market is mainly dominated by these three brands.
Next - i am going to look into these brands, what products they have, and what they do in terms of advertising to assess the competition and gain an understanding of conventional dairy advertising, what works, what doesn't.
Tuesday 4 October 2011
Product decision -
I have decided to choose a product, and stop worrying about it, just settle on one so i can move on with my coursework.
I have chosen to advertise a new brand of milk
- i think it will be a product that will be challenging to advertise well, to differentiate it, and give the product a competitive advantage
- it is a product that i will be able to advertise freely, with no specific product information to get accross to the viewer, so i will be free to look at more alternative approaches to advertising, rather than standard product demonstration styles
- I am inspired by the cravendale milk adverts that use stop motion, and are quite popular, because they are humerous. i think a milk product will allow me to use the stop motion style well and also quite freely, to be imaginitive
- i wanted a mass market product that will appeal to a fairly wide audience
- i feel that there is a trend in the market currently for organic and more ethical non mass produced products, so i think i will push my new milk brand as a more environmentally friendly and animal friendly product, although this may change during the process of planning
I have chosen to advertise a new brand of milk
- i think it will be a product that will be challenging to advertise well, to differentiate it, and give the product a competitive advantage
- it is a product that i will be able to advertise freely, with no specific product information to get accross to the viewer, so i will be free to look at more alternative approaches to advertising, rather than standard product demonstration styles
- I am inspired by the cravendale milk adverts that use stop motion, and are quite popular, because they are humerous. i think a milk product will allow me to use the stop motion style well and also quite freely, to be imaginitive- i wanted a mass market product that will appeal to a fairly wide audience
- i feel that there is a trend in the market currently for organic and more ethical non mass produced products, so i think i will push my new milk brand as a more environmentally friendly and animal friendly product, although this may change during the process of planning
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