Stage 2 Brand advertisments

Brand: The brand campaign is potentially the most broad as majority of advertisements aim to support or aid a brand in some form. Advertisements have an ability to create brand equity and make the brand more profitable for a company, whilst at the same time a bad ad that does not accurately reflect a brand or an intended brand image can have an ability to destroy a brand or even its parent company.

Advertisment 1)- Red Rock Deli Chips

Sourced from  "Professional Marketing" - July 2004

                                                                                          

The first advertisement is Red-Rock Deli, Red-Rock is a subsidiary of the Smiths Chip company and was created on the back of consumer research and innovation. The advertisement highlights the notion that consumer research can be used to implement a new brand that is highly targeted in its nature. The advertisement utilises humour to convey its unique selling point that the chips are full of flavour. This is clearly and cleverly  conveyed to the audience. 






Advertisement 2) Al Pacino Celebrity endorsement Vittoria Coffee

BandT July 2010

http://www.bandt.com.au/news/5A/0C06AE5A.asp

The advertisement users  celebrity endorsement to promote its ad. This is a tactic that is common for many coffee brands including Sunbeam and Nespresso.

However, Vittoria clearly and effectively users Al Pacino a holywood star, as the star has strong European roots and image which is synonmous with Coffee, Al Pacino's endorsement furthers the companies strategic position as a leading coffee brand, drawing both the high-class and celebrity status whilst at the same time reaffirming the companies position As some of Al Pacino's famous rolls including the Godfather clearly type cast Al Pacino in a European context.  Al Pacino is a cleaver and well thought out celebrity endorsement that has a strong fit with the brand. 


Furthermore, the advertisement also has a distinct American feel shot in black and white the commercial moves through different landmark sites in America. This highlights the aspiration of the company, to take the old style and incorporate it with the modern. This advertisement clearly demonstrates and effective use of celebrity endorsement for a product.