Proposal
The agency:
Who are Saatchi & Saatchi? Saatchi and Saatchi were founded in London, 1970 by brothers Maurice and
Charles Saatchi.
Who are M&C Saatchi? The Saatchi brothers created M&C Saatchi in January 1995. The Saatchi brothers
decided to create M&C Saatchi when Maurice Saatchi, chairman at the time, was
removed from the company.
What do they have in common? How did mergers/take overs affect Saatchi & Saatchi? Under what circumstances was M&C Saatchi founded? -
The product:
Background of the productCoca-Cola was first created in 1886 in a pharmacy in Atlanta. The pharmacist
who originally created Coca-Cola was called John Pemberton and we was truly
amazed at his created; but had no idea the scale of popularity that his product
would achieve.
Description of the productCoca-Cola is a fizzy pop drink which is loved, brought, and drunk by thousands
everyday. Coca-Cola has been labelled ‘the most popular and biggest-selling fizzy
pop drink in history’. Mixing Coca-Cola syrup and carbonated water was how
Coca-Cola was originally made.
Products Unique selling pointWhen researching Coca-Cola, we soon realised that Coca-Cola, as a brand, has a
wide range of unique selling points. The main selling point that Coca-Cola has is
that it is seen to bring people together and make them happier.
Who are the products competitions? –
Coca-Colas main competitor is PepsiCo. PepsiCo own rival brands such as Pepsi,
7Up, Gatorade, and walker Crisps. These two brands share massive similarities;
therefore there is always huge competition to produce the best and most
memorable adverts. Both companies have their own unique style for the
advertisements. Coca-Cola tends to use bright colours and younger actors.
Whereas Pepsi normally use blues, reds and whites in their adverts, to connote
back to their product, and older actors.
Products target marketCoca-Cola has a wide range of target audiences due to their vast line of different
products, which appeal to different age groups, ethnic groups, and lifestyles of
people. Upbeat and lively adverts are used to target a younger audience, as these
factors will draw in a younger generations attention to the product in hope that
they will buy and drink the product.
Advertising background:
Previous adverts from the productCoca-Cola have created, produced, and aired many adverts, which emphasize
their idea that their product is a social drink that brings people together. In
2014, Coca-Cola aired their summer advert, titled Share a Coke This Summer. In
this advert a large group of friends begin to continually buy small bottles of Coke,
with their names on, from a small corner shop. The characters then began to
interact with the teenage boy who is serving them in the store. The large group
of friends then buy the store worker a Coke and invite him to hang out with them
for the summer. This advert was a great way to promote Coca-Cola to be a
sociable drink.
How is the product represented in these adverts? In all of Coca-Colas adverts, Coke is represented to be a sociable drink that brings
people together. They do this to show their audience why they should be
drinking Coca-Cola rather than other fizzy pop drinks. When people are used
within the adverts, theses actors are always lively, bubbly, happy and joyful. This
is because this will lead the audience to believe that these conventions and
emotions come to everyone who drinks Coca-Cola.
New advertising campaign:
My advertOur advert has a very simple concept. We wanted to show our target audience
that Coca-Cola brings people together and creates a social environment. The
advert itself consists of a group of friends, altogether in a living room being very
antisocial on their games consuls and phones. After a while one of the characters
in our advert, the main character that bring the group together and wears a red
shirt to represent Coca-Cola, leaves the room in a mood to grab a bottle of CocaCola. When he returns to the living room his friends also all want a bottle of
Coca-Cola. The room is suddenly filled with laughter as they all drink from their
bottles of Coca-Cola. The main character is filling with joy knowing that he
brought the group back together.
It was hugely important that the main character wore a red shirt as red is the
main house colour for Coca-Cola. This also meant that the main character
wearing the red shirt would be symbolising Coca-Cola, which would also connote
that Coca-Cola brings groups of people together, just like the main character did.
Target audience:
As a whole brand, Coca-Cola dose not specify their brand name to one general
target audience. However, as Coca-Cola does produce numerous individual
products, these products are give their own target audiences?
Demographic profileAs a group we are advertising original Coca-Cola. Due to this, we have decided to
create an advert for an audience with the demographic profile of 16-25 year old
males and females.
Psychographic profileThe psychographic profile of the target audience we will be targeting for our
advert will be social teenagers, and young adults who enjoy spending time with
their family and friends.
Geodemographic profileAs there is no dialog in my advert, the geodemographic profile of my advert is
very wide spread. Ideally, my advert would be aired in destinations where my
product is most popular. Places like England, America, Canada, France, Japan,
and so forth.
Type of audienceDue to our target audience being between the ages of 16-25, our target audience
will fall into the mainstream category. This is because in our advert we show the
group of boys laughing while playing video games, which will interest a
mainstream audience rather than an alternative or niche audience.
Mood board-
When creating our mood board, we wanted to show our idea to its fullest. We
used a timeline layout for our mood board to show how our advert would
progress. Beginning with images of a house and a living room to show the setting
that we would be filming in. We then used images of bored teenagers to show
how the characters would be portrayed at the beginning of our advert. We then
used images of the product we were advertising to show how the mood changes
once Coca-Cola was brought into our advert. We then used images of happy
teenagers having a good time to show how Coca-Cola lifted their mood and made
them more sociable.
What elements of your advert appeal to the audience? One element, in our Coca-Cola advert, that our target audience will be attracted
to be that we show our drink to be a very sociable drink. Our mainstream
audience will be able to relate to the product through this, as they are a very
sociable audience.
Legal considerations:
Which acts/laws would affect your product? Copyright laws have to be considered when creating an advert. Before we could
begin filming for our advert, we needed to get a number of agreement forms
signed. Cast and crew forms had to sign by everyone who is involved with the
advert. This is a legal way to get the cast and crew to agree to participate in our
advert.
Which regulatory bodies relate to your advertisement? -
Placement:
Channels I would air my advert onMy product would mainly be advertised on popular TV channels; due to its wellknown and high standard brand image. Channels such as, the ITV channels,
channel 4, the Sky channels, and other popular and mainstream channels would
be the ideal channels to adverts my product on. I would air my Coca-Cola advert
between 4pm and 9pm, as this is the peak time for my mainstream target
audience to be watching TV.
Justifying my choice in channels based on my target audienceDue to our target audience being between the ages of 16-25,