The Assignment:To create a four-ad campaign for the Brew Cafe. This assignment helped me hone my skills in selecting/creating the proper graphic; since my career goal is to become a graphic designer in advertising, being able to communicate through a visual is a very important skill for me to develop. The assignment also taught me to problem solve; I had to highlight the benefits of a product while subtly putting the competition in a negative light (for example, using an anonymous grungy diner as the graphic for bad late night coffee locations instead of specifically showing a grungy George Webbs). Finally, it taught me market research. One of my ads features holiday foods; without market research, I wouldn't know that Starbuck's sells the same holiday specials.
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Ad Rational:The objective of this ad is to both promote the arrival of holiday specials and to encourage students to buy them at the Brew instead of Starbucks. The target demographic is students who aren’t big “coffee” drinkers but love the holiday season or warm, coffee-like drinks such as Pumpkin Spice Lattes (commonly associated with Starbucks).
The ad shows that the Brew fulfills a safety need; in this case, financial safety. It emphasizes that the Brew offers the same things, but for less money. The ad is both rational and emotional. It is in warm colors, mainly reds, to help the viewer associate the product with the holidays and memories of warm drinks on cold nights. As previously mentioned, it also appeals rationally by letting the consumer know that the products are cheaper. The competition combated in this ad is Starbucks, and the USP is the fact that you can use Meal Exchange at the Brew, which of course you can’t in non-university coffee shops. The goal of the illustration is to remind the viewer of relaxing indoors during the holidays (the drink is in a mug as opposed to a to-go cup) and to show the sort of things that are offered. The headline contains the products one would normally get at Starbucks, and then the subhead claims that it is not Starbucks. The body goes on to explain that it is actually the Brew, and that the Brew is a better decision. |