The perfume "J'adore" by Dior was created in 1999 and has been advertised using a number of different campaigns ever since. They use several different types of media to advertise their campaign, these include magazines advertisements as well as TV campaigns and billboards. The 2016 campaign entitled "The Absolute Femininity" is one of their largest advertising campaigns for the product. The 45-second advert premiered on the 12th of October 2016 and stars Charlize Theron, an actress and film writer, an enforcement for the product. She has been the face of J'adore since 2004. The use of this celebrity star in the advert can help to sell the product as she can be seen as an ideal self or an ideal partner. The core message of this campaign is to make people buy the product. It shows images of an ideal self or ideal partner meaning people will want to buy the product to be more like the model advertised. The advertising campaign features the slogan "We are Gold", this is said in the advert at 0.40 seconds. The use of the golden theme has been included in most of J'adore adverts, the new slogan replacing the 2015 "the future is gold". The colour gold connotes wealth and importance as well as glamour and nobility. The use of this colour throughout the advert in visuals but also in the slogan helps to enforce the message of the product being something that is a luxury product which is glamorous. The connotations of wealth and importance can also make people want to purchase the product as it could make them feel as if this is something that they will gain by wearing the perfume. The theme of gold is also denoted in the bottle that the perfume comes in as this has elements of gold on it. The model is shown to be walking through a sunset in a golden dress which can capture the elements presented in the physical bottle of perfume. The target audience for the product is women aged between 20-35. The people most likely to buy the product are the people categorized into one of the top band of the NRS data and age. This is because of the career path that they are following and now have income that they can spend on luxuries, like the perfume advertised. This means that they will be either part of an A or B band in the ABC1 family system. The target audience for the product will most likely be those who have an interest in beauty and self-image as this will be the type of people that it will appeal most to. The campaign uses stereotypes in a way of promoting the product and making it more appealing to the target audience. The use of a female celebrity model in the campaign is due to the stereotyping of men wearing aftershave and women wearing perfume, however, the fragrance could also be for a man is he liked the scent, however, the advert is aimed at females buying the product, not males. The advert, however, could be seen to appeal to the male market as they could be the ones buying the fragrance as a gift for their partners, the use of a celebrity is an ideal partner for the male market so they will be more enticed to buy the gift for their loved ones. As the campaign is to sell the product, the advertising campaign largely uses methods that will engage the target audience and create a feeling of need for the product, even if they do not need it. There is also a sense of freedom and adventure in the advertising campaign. The campaign mentions the elements and has a large theme of being at one with nature. The 45-second audio-visual advert contains these themes, the phrase "I touch the rain, I look at the sun and it says run" is said in the audio of the advert from 0.03 to 0.12 seconds. This denotes how nature is speaking and saying to be free. The use of this message in the advertising campaign is important as the target audience of the product being aimed at young professionals means that the idea of adventure appeals to them. The age range that the product is aimed at is those who are young and free to be adventurous, therefore this will mean that the advert will catch their attention and make them think that if they buy the perfume it will make them have more adventure in their lives. There are also visuals in the advert that could connote different things. Charlize Theron is knelt down in the water (0.17 seconds) and splashing herself with it, this could show how at one with nature she really is. The way that she is covering herself in water could also show the purity of her. This could be binary opposition as Charlize could be seen to be quite sexualised in the adverts as she is wearing a dress that is short and “barely there”. Whereas the water connotes purity and blessing. Women are sexualised in the media as it sells more products, this, however, is an ethical and also regulatory issue. Dior will have needed to be very careful not to make the model or the video seem too sexual or come across as inappropriate. The regulatory body, ASA, monitor advertisements in the media. They would have to check if the advertising was appropriate to be shown on TV or whether it would have to be shown after the watershed. Dior would want the advert to be shown at all times in the day and not just after watershed because this means that it would be seen by a wider audience, this means that there will be more sales.
Cadbury's - Dairy Milk
Cadbury's Dairy Milk chocolate is a brand that had been around for a very long time, however, this campaign is relaunching the way that Dairy Milk chocolate is viewed. The idea of a little bit of kindness is the theme for the relaunch, this is due to the idea of trying to take the chocolate back to its roots of it being a family founded brand. This is the first piece of advertising which has been seen since Mondelez was appointed as the lead global agency last year. The main part of the advertising campaign is the audio-visual adverts, created to be shown on TV. The core message of the advertising campaign is to sell the products however there is the underlying message of trying to spread love and generosity. In the advert we see how a little girl goes to pay for a chocolate bar, for her working mother, with some of her prized positions. The target audience for the campaign is families, especially women ages 35 to 50 as the advert is very family orientated and with the key message being something which you would want to teach your children. The lifestyle of the target audience is ABC1 as even though Cadbury's is not the most luxury chocolate, it is still a luxury item. The campaign is meant to be for everyone though and by having the mother being a working lady it will also appeal to a C2DE audience as well. By using characters in the advert that many people relate to, this engages the audience and makes them not only want to buy the product but also remember the advert as it has pulled at their heartstrings. The dialogue within the advert also does the same thing, especially from the little girl, this is something which the audience makes the advertising campaign so successful, especially for mothers as the child will remind them of their own child. Within the audio-visual advert Cadbury's does not use their logo, instead they use their famous Cadbury's purple and the "glass and a half in everyone" slogan. We all know that the slogan links to a glass and a half of milk however this also links to the message behind the campaign saying how there is generosity in every person. This is an interesting advertising technique which most brands would not be able to get away with, however as these two things are well known by all to represent Cadbury's, they do not need to use their logo. By not pushing the Cadbury's logo at the audience it means that they don't feel like they are being advertised something, when in reality they are meaning that it still keeps the audience on the same side as Cadbury's. The advertising campaign cost £12 million and includes digital, social, PR and audio-visual, with another advert set to follow in Spring 2018. The start of the campaign launched at the beginning 2018, January 13th. This could have been scheduled to kick off the new year as a sort of new years revolution of being more generous, which therefore would have touched the audience. When creating the campaign, legal and ethical issues had to be considered. The campaign was designed to be inclusive as there was a mix of different ethnicities and genders within in campaign. This means that the audience feels included no matter who they are, which is what would have meant to be achieved though the campaign. The ASA are the regulatory body who monitor audio-visual advertisements, this means that when creating the advertisement, Mondelez needed to make sure that it fit the guidelines. It is a family advertisement so needs to be appropriate for the audience.
IKEA - Sheffield Store
The opening of a new IKEA store in Sheffield meant the creation of a massive advertising campaign to create hype making people want to visit the new store. The way that IKEA decided to do this was through the creation of a very interactive campaign. Around Sheffield there were different event and shouts to the store which IKEA hoped would encourage people to shop, with this being the key message behind the campaign. The interactiveness which IKEA created meant that the campaign was targeted more towards 18 to 35 year olds. This is not only because it is the target audience for IKEA in general, but also the age of people who they wanted to visit the new Sheffield store. The campaign was not gender specific, with it appealing to both male and females but it was obvious the social class which it was aimed at. IKEA is aimed at C2DE audience, which is due to the products they sell being affordable and aimed at students or young professionals who do not have a lot of disposable income. It is obvious that this is the social class because a lot of the events which IKEA had organised were free of charge, appealing to the correct audience. They held a coffee stand in Barkers Pool offering free hot drinks and cinnamon roles. An event which I visited. This related to the IKEA store as the area for people to sit was purely made up of IKEA furniture meaning that if someone saw a piece they were interested in whilst having their coffee then they may visit the new store. A similar thing they did to get their products out and about around Sheffield was to place cushions and blankets in and around the Peach Gardens and Winter Gardens. By having the audience interact with their products it meant they may be more encouraged to visit the store. Another element of IKEA's campaign was to put their slogan "The Wonderful Everyday" somewhere that it could be seen. This was placed above the Sheffield Train Station, in the amphitheatre where people would easily see it. Not only when they were walking past but also for people who had just entered Sheffield on train. All of the interactive events and campaign materials were released a month before the opening of the IKEA store in order to create hype around it. The only issues which IKEA could have had with the campaign was some of their products being stolen as it relied on the honesty and good will of the people of Sheffield not to take something which was a part of the campaign.Vimto - "I see Vimto in you"
Vimto released a new campaign in 2018 which was different to other due to it being an "anti-advertising" campaign. This only cost £3million and consisted of TV, digital and a large focus on social media with them revamping their Instagram and creating a Snapchat lens. The point of the campaign was to reposition the drinks brand to their target audience of 15 to 19 year olds. Vimto's advertisement was engaging, telling teens to go against stereotypes and be themselves. The camapign was aimed at a mixed audience, both male and females and aimed at a C2DE social class due to the age of the target audience meaning they do not have much disposable income. Their audio-visual advertisement was an industry first personalised advertisement. The advert starts telling the audience to close their eyes in the hopes that the target audience will go against this meaning that they experience the advertisement. The idea behind it if you do as the voiceover says and close your eyes then you will miss out on the weird and wonderful content of the advert. Due to Vimto being advertised as "refreshingly different", the tagline "I see Vimto in you" is to tell the audience that they themselves are different as they defied what the advert told them to do. The campaign was a celebration of individuality and was there to encourage teenagers to be themselves, and of course to drink Vimto as well. In order to engage with the target audience, Vimto scheduled their TV advert to launch during Love Island as this is a programme which many teens watch so therefore it would have a large reach. As teens engage a lot with social media, Vimto made sure that this was a large part of the campaign, also making it a cheaper way to advertise. In the months leading up to the campaign, Vimto created a new Instagram account called "do not follow", posting purple images and counting down to the launch of the rebrand. This meant that rebellious teens followed the account and on the day of the launch it meant they were automatically following Vimto, a very clever marketing strategy to get more followers on social media. The also interacted with different platforms, creating a snapchat lens which people used and therefore gave them a much larger reach. There could have been so legal and ethical issues, especially with the personalised campaign video as this would require Vimto to use personal data, however this seems to not have been an issue. The campaign is ethically very inclusive, with the idea of individuality being a good thing. Within the audio-visual advert, there is a range of people from different backgrounds.
