Flowers

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Chapter 1
CREATIVITY
UNEXPECTED BUT RELEVANT SELLING MESSAGES
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CREATIVITY DEFINED

• Creative ads make a relevant connection
• between a brand and its target audience.
• Creative ads present a selling idea.
• Creative ads are unexpected.

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3 Requirements for Successful MC
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Opening Case Absolute Vodka
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Building the Brand a Case of Absolut Vodga
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Background

• In 1980 Absolut Vodka was a tiny brand selling
• 12,000 cases a year in the US.
• By 1991 Absolut was the market leader of
• the imported vodka sector, with sales of 2.7
• million cases.
• The massive increase has been achieved not by
• price, nor by availability, but by
  advertising.
• Advertising has given a desirable personality
  to
• a colourless, tasteless and virtually
  odourless
• product.

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Problems

• from the research, the name was seen as too
• gimmicky, the bottle shape was ugly
• bartenders found it hard to pour
• the shelf prominence was limited
• there was no credibility for a vodka brand
• made in Sweden.
• The market researchers recommendation
• was to drop the product.

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Campaign

• Michel Roux, who was President of Carillon
• Absoluts importer decided to ignore this
  advice.
• A piece of simple but inspired creativity let
• to the development of a campaign, which
• focused on the importance of creating a
• fashionable image for the brand.
• The campaign has evolved and become more
• sophisticated over the years. This has
  ensured
• that the idea has continued to remain relevant
• and aspirational to consumers.

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Campaign

• Much of the campaigns success can be
  attributed
• to the close working relationship between
  Carillon
• and TBWA, in which both sides have contributed
• significantly to the creative process.
  Carillon have
• also been willing to outspend the competition
  and
• invest in the brands long term development.
• The brand has broadened its consumer base to
• become the dominant force in the imported
  vodka
• sector of the market.

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Watch the following TV Ads and give the marks
according to R O I Rules
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Media The New Creative Inspiration
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(No Transcript)
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Thats Entertainment, but is it Advertising?
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Humor

• Know the difference between humor and jokes.
  Make sure the humor is central to your product
  message. Understand your audiences sense of
  humor. Avoid humor thats at the expense of
  others.

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Celebrity Endorsements

• They have stopping power. Fans idolize
  celebrities People are fascinated about the
  personal lives of celebrities. Their unique
  characteristics can help communicate the
  selling idea. Theyre perceived as experts in
  their fields. Theyre expensive Theyre often
  a quick fix, not a long-term strategy.

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Celebrity Endorsements

• They may lack credibility They may endorse so
  many products that it confuses people. They
  can overshadow the message. Bad press about the
  celebrity can hurt the sponsor

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Ethical and Legal Issues

• Women group and other minority group Violence
  Sexual Image