(1/2) Brand: Carl's Junior Source: Emily Ratajkowski Source type: indirect Source Attribute: Attractiveness Why? Carl's Junior is a fast food brand. Fast food chains get the reputation of selling fattening unhealthy foods. By associating their product with a thin and attractive body it makes it seem more "ok" for consumers to try this product. After all if Emily is eating it and still looks good, why can't you?
Heinz (2 of 2) In this advertisement Heinz is trying to achieve a knowledge communication goal. They now have a new version of their product with this "Fiery Chilly" flavor. The brand uses the imagery of the hot hand glove to pursue this goal.
J.Crew (2 of 2): Trial/Purchase - By highlighting the sales and promotions going on, the brand is trying to drive new customers to take action and make a purchase. In its current positioning, JCrew has a strong, loyal fan base, so they tend to work harder on pulling in first-time customers.
1/2: CLIF Bar: How Do You Adventure? - YouTube. An interactive advertisement that also used instagram. Helped to position CLIF bar as an action accessory and attach adventure to its brand value. The campaign was very effective and helped increase traffic in their social media channels
NIke (2/2): In this ad, Nike employs the use of contradictory quotes regarding one of their athletes, Johnny Manziel. Those familiar with Johnny know how divisive he was as a prospect. This sort of motivational communication helps to enrich their brand image and build confidence in their brand by reinforcing in consumers that Nike products can help take them over the edge.
Gold Gym 1 of 2 Communication Objective: Create awareness of the brand Method: It attracts new customers by showing them how going to gold gym can transform people from Fat to Fit. This is categorized as a Direct Marketing Tactic.