The Clear Men
advertisement uses a Unique Selling Proposition (USP) approach. It makes a
proposition to the consumer that Clear Men has “2 times dandruff fighting power
and scalp strengtheners that gives 48 hours protection” which is a core benefit
of the brand. What makes Clear Men unique is the “48 hours dandruff protection”
which the other brands cannot offer. Also, it presents strong proposition
because it features the world’s best footballer as an endorser, which is a
great advantage to pull over new consumers to the brand.
Brand Image
Adidas made a
strong and memorable identity of their brand. Adidas running an ad campaign “Impossible
is Nothing” which promotes as the world’s famous brand when it comes to sports.
The ad designed to create an image for Adidas as a brand to let the people inspire
that everything is possible and to always fight with courage and dignity.
Inherent Drama
Clear Men
also used inherent drama approach in presenting the characteristics and the benefits
that the consumers will get. The ad used a dramatic element which is a kick to
match the written element above which is the 2 times superior anti-dandruff
power.To make it both more realistic and creative, it featured Cristiano Ronaldo known as the world's famous footballer presenting stamina and also used a burning ball to symbolize heat.
Positioning
Nido Fortified positioned itself by attributes and
benefits. The brand talks about having complete nutrients to support the 10
Signs of good Nutrition. The idea of this advertisement is to somehow create a
position to consumer’s mind that Nido Fortified can actually give full
nutrients to help boost and support every aspect of the children’s health.
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