“It doesn’t have to make sense to be perfect”; this is the slogan for Patrón Tequila. Patrón is arguably one of the most popular tequila brands in the world; it has always advertised its product as “simply perfect,” without needing further explanation as to why this accusation is true or what makes Patrón so good. Jose Cuervo says, “tomorrow is overrated”, in their new advertising campaign (Diaz). This slogan speaks to those who live every day like it is their last day. These brands are both major competitors and popular in the tequila industry. Though they are alike they have differences in branding, advertising objectives, and their marketing campaigns.
To begin with, both brands of tequila have similar target audiences. They aim for
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Patron follows its slogan by keeping the advertisement short and simple. Branding for this commercial was facile, as there were no characters aside from a voice narrating that they didn’t invent tequila, they perfected it. This was a well-crafted message directed towards a broad group of potential customers. It shows the easily recognizable glass bottle that conveys the brands image as being simply perfect. In contrast to this short ad, Jose Cuervo depicted a more action packed and exciting scene. Their television ad, titled “Last Days” portrays several characters at a bar, while a disastrous storm is occurring outside and people are running for their lives. This ad dives into a more sentimental side as it shows two bar-goers, a woman and man, ignoring the potential hazard and just taking shots of Cuervo instead. Both of the commercials objectives are the same as they are clear that they want you to buy their tequila. They are trying to increase brand awareness and educate tequila drinkers as to why they should choose their brand. The message is portrayed differently in the ads to get you to remember the particular brand. The uses of consumer insights are identified more in the Jose Cuervo commercial; the use of affection plays a bigger role in attracting consumers. Both advertisements run often on sports center and ESPN channels, with this they are targeting more sports fans (men or women). The reciprocity of …show more content…
The brand vision of each campaign is to bring in revenue and increase the loyalty they have from their consumers. Brand positioning is imperative for each company, as they want consumers to think of their brand first when considering buying tequila. Due to this, it is significant for the brands to make their advertising campaigns memorable and leave a good impression on potential consumers; so when someone is staring at 10 different brands they choose the right one. However, brand loyalty is popular among these products because consumers judge off of a likeable taste and if they know they prefer one brand to another, they are loyal to that brand. These brands demonstrate a strong position and show how unique they are in their campaigns. The audience is the most important factor when positioning the brand; the perception they have towards the product has to be positive to increase revenues and sales. Though these companies have different approaches, essentially they have the same objectives: to sell their product and to make
Despite the mockery, the commercial has a strong message about the importance of their avocados. This message is well hidden behind the non-stop humor of the commercial. The commercial that was selected is “#Avosecrets” by Avocados From Mexico. This advertisement is a satire on mythical beliefs, superstitions, fables, and conspiracy theories. “#AvoSecrets” commendably persuades the middle class who enjoys time with friends to purchase Avocados From Mexico, an avocado product.
When someone thinks of love, you think of hearts; To others who think of love, they think of tequila. We’re not judging here. Grand Love Tequila found a way to add both of these loves together by having their anejo tequila carried in a blue, blown glass heart decanter balanced on a pewter metal stool. Your next bar addition? Grand Love Blue Anejo Tequila!
“Every day in America, another 27 people die as a result of drunk driving crashes” (MADD). Budweiser, one of the first national beer brands founded in America, is currently the number three beer brand in the United States. In their “Friends are Waiting” commercial, the viewers see the emotional connection between an affectionate owner and his playful dog. This commercial mainly targets young adults because it is more likely for them to go out and drink. By using these rhetorical appeals: ethos, pathos, and logos; the Budweiser team persuades the readers to always come back home because someone is waiting.
Over time the use of alcoholic drinks has become an increasing problem. Budweiser is a company that makes and sells alcoholic drinks. Although they are well aware that the alcoholic drinks can be harmful when they are over used. To advertise their drinks they made an ad that not only advertised the drink but at the same time shows people that drinking and driving is dangerous and not only hurts the people doing it but also others around them.
The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
We don’t see the product being drunk or compared to competitor’s products, but with the ‘no-nonsense’ slogan and a cleverly positioned still shot of the bitter the message is still clear. Despite the differences in methods all the adverts are realistic and simplistic in terms of their settings and dialogue. The whole series appear completely naturalistic and not at all staged.
By identifying the main usage situations of the product, Red Bull is able to further situational segment to position products so that they can meet the specific needs of the situation. During the antecedent state and relating to Russell and Pratt’s (1980) representation of affective quality, Red Bull is located between high excitement and high arousal. Because of this, Red Bull often advertises though buzz marketing where these states of high excitement and arousal already exist - such as music festivals, bars, clubs and sporting events. This entices consumers to buy Red Bull, as the product is perceived to help prolong these states of arousal and
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.