Archive for October, 2010

Lay’s Sensations

This campaign for Lay’s Sensations chip flavors is put together in a product-oriented approach. The advertisements within the campaign, emphasize the new, different and exotic flavors that Lay’s Sensations has to offer. The two advertisements I have posted are for the Mexican Pepper and Cream, and Chicken with Lemon and Thyme. They focus on the exoticness of the product being the main feature. They display the flavors in an obvious, yet creative manner. They entire ad focuses on the exotic feature. There is no background, or anything getting in the way of the message. It’s just to the point.


The Four Seasons



















This advertisement for Berkeley Snowboards makes a generic claim that sells the snowboarding category.  They are claiming that all seasons other than winter are identical and are even perhaps hellish. Instead of selling a benefit for the category their strategy is to associate themselves with the claim. They accomplish this well with a strong headline and an overall memorable execution. A larger “Berkeley Snowboards” at the bottom of the page accompanied by a picture could help make the execution even more memorable.

Jack Trout and Al Ries would not agree with this brands advertising strategy because Berkley Snowboards do not own a dominant share in the market.  In fact, their brand is just barley established in the snowboarding community at all. Selling a benefit or feature would make more sense for a relatively unknown snowboarding brand using a product-oriented strategy.


Colors Become Alive

“Colors become alive” in this print advertisement is for the Sony Bravia television, for the “Colours Like No Other” campaign. The strategy of the advertisement is to demonstrate how vibrant and real the colors are on the television.  This product oriented ad is depicting a product feature of the television, which is the display color. The feature of the product is shown by a bright multi-colored pattern design to created an illusion for the viewer that creates the colors on page to feel as if they were moving on a two- dimensional surface. The ad is also uses a unique selling proposition because television usually sell on its clear display quality and size, not usually for its color quality.

Enough Calcium for an Assault charge



This ad is product-oriented because it sells the product category of milk without mentioning any brands. The copy makes the generic claim by communicating the benefits of milk. The strategy here is to sell greater health through the use of celebrity endorsement.  In this case, Chris Brown is a musician and a dancer. The ad makes the connection between the muscle benefits milk offers and the need to be in shape to dance.


Push here for furniture

Pop-up Furniture

This ad is a good example of an ad in the sub-categories of product feature, generic claim and positioning.

The strategy of this ad is that Tok & Stok is a brand of furniture that is easy to assemble. This appeals to people who are in the market for furniture because furniture can be very difficult to assemble and take a good amount of time. No one wants to have to spend a large amount of money purchasing a piece of furniture, spend 4 hours trying to assemble it, and then end up with 5 extra screws left over wondering where they were supposed to go. People would much rather be able to simply press a button and have a pile of loose assembly parts pop up and become a cabinet. This is unfortunately impossible. You can, however, purchase Tok & Stok brand furniture and get as close to an experience to button assembly furniture as possible.
This ad is in the sub-categories of product feature and positioning because Tok & Stok is setting itself apart from other brands through its product feature of being easy to assemble. This is a feature that other brands may not have, and thus differentiates it from others.
This ad is also in the sub-category of generic claim because it encourages people who might be apprehensive to buy furniture due to the fact that it is often difficult to assemble.

Spot the Difference

This week’s ad is for the Mini.  I believe that the ad’s strategy states because it has over 200 customizable parts, the consumer can make it exactly how they want it to be.

It fits into the subset of product feature and unique selling proposition.  This ad focuses on the differences between Mini and its competition.  The Mini has over 200 customizable parts while others do not. It is definitely unique to the brand because I have never heard of a car that has over 200 customizable parts. I have also never seen a car compare to an elephant, which falls under the unique selling proposition subset.  It tells the consumer that they should buy a Mini because its the only car you can make completely your own.

Ultra Thin

This product-oriented ad for Toshiba shows a product feature benefit of an ultra thin tv. I like this ad because it doesn’t have to use any puffery or any other tricks to help sell the product. Instead, the ad uses a simple demonstration to show the reader exactly how thin the tv is, in a way that everyone can understand. The simplicity of this ad is what makes it good, no distractions just straight to the point.