"What Is iPad?"

The iPad has been in stores for less than a month and it has already become a "revolution". This spot asks the basic question, "what is iPad?". The iPad is not competing, but destroying the competition. It makes the Kindle look primitive. Most consumers will see their "want" desires increase while watching this spot. I personally felt excited, and caught myself thinking about purchasing one myself. The spot tells the listener that they already know how to use it. Apple has created a revolution for every product they have created. When you think MP3 player, you think iPod. Their brand has become associated with the product category. With the Kindle, you have to hold it a certain way. With the iPad, this spot tells you there is no wrong way to hold it. This spot creates excitement, thoughts of desire, and creates a trend, that Apple has always done with their products. I take away from this strategy the idea that telling the consumer what the product is, in a simple manner, and how it will benefit, is the ultimate way to create strong impressions.

However You Want It!

While watching television I noticed a new Starbucks commercial for the new However-You-Want-It Frappuccino. It caught my eye because of the interesting visuals and sounds used to get the attention of viewers. Not only were they marketing their new beverage line, but also their attempt of making it an afternoon happy hour special, to increase business during slow business hours. I did some more research about this new marketing campaign. I found that they teamed up with the CW network with the hit television Gossip Girl. On this special site, the target market being young women, can upload videos of their creation to try and win a chance to be on the set of Gossip Girl. I take from this a technique of combining a new product, in which individuals create their own unique product, while attaching a happy hour event with it. While also targeting a demographic with a great deal of disposable income.

Promoting Health to Enhance Brand Perception

There is a growing trend of consumers who desire products and services that promote a healthier lifestyle. Whether it is in the food industry, or any other industry, there is an increase of consumers who will acknowledge a company who promotes a healthier life style. Walking through the grocery store I noticed that products will now highlight their nutritional information in bold to attract the benefits it has to offer. Looking at kids cereal, which usually has a great deal of sugar, I noticed that companies are cutting back the sugar and making their product whole grain. I watched people looking at the cereal and 7 out of 10 picked the cereal with whole grain vs. the regular sugar loaded version. Here are the new box's from General Mills

It might be hard to see but the blue bar at the top highlights the "Whole Grain Guaranteed" I found that these simple changes can drastically change the consumers perception of a product. They will feel better about purchasing these products for their children because it makes them feel better that the product has healthier ingredients.

DEWmocracy

More and more we are seeing campaigns that directly involve the consumer. In this case, Mt. Dew has introduced three new flavors: Typhoon, Distortion and White Out. Individuals can vote through a number of medium, whether it's directly on the DEWmocracy website, or text messaging. Because Mt. Dew has become widely associated with gamers, individuals can vote directly from their XBOX 360. It doesn't stop with just voting, but individuals can campaign for their favorite flavor. By posting videos on the DEWmocracy website, individuals can try to gain votes from voters for their campaigned flavor.


On the website, you can see the map of the United States, which each state will have the color of the flavor that is leading by votes. It's become widely popular because it allows consumers to interact in multiple ways, and ultimately choose the next MT. Dew flavor. It's another creative way to get consumers to interact with each other, and with the brand/product.