A PRESENTATION ON:
canned soup THE
ADVERTISING ASSIGNMENT 2: NEWSPRINT AD (DVC2514) BY TOH YI QING & WONG XIU HUI
about baxters advertising objective target audience consumer’s perception desired consumer response campaign tone & style developmental sketches production process final outcome
placement
content
information
00
flow
currently
about history &
01
about baxters
currently
introducing BAXTERS.
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business 1980s : UK’s leading premium soup brand
history &
01
about baxters
currently
introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business 1980s : UK’s leading premium soup brand 1992 : Audrey Baxter took over management
history &
01
about baxters
currently
“ be better, be different�
history &
01
about baxters
currently
“ be better, be different� . biggest producer of Beetroot in UK by the 1970s
history &
01
about baxters
currently
“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious
history &
01
about baxters
currently
“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious
. 9 types of soup range
history &
01
about baxters
currently
“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious
. 9 types of soup range . expanded to other products like pasta sauces, jams and marmalades, fresh produce like Beetroot and Onions.
history &
01
about baxters
currently
“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious
. 9 types of soup range . expanded to other products like pasta sauces, jams and marmalades, fresh produce like Beetroot and Onions.
. food manufacturing outlets in Canada (est.2004) Australia (est.2007) Poland (est.2007)
history &
01
about baxters
idea objective
objective emphasis
02
advertising objective
idea objective
what we want to achieve and why.(usp)
emphasis
02
advertising objective
idea objective
what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand
emphasis
02
advertising objective
idea objective
what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand . The idea is to portray Baxters as a high-class, quality product that only provides the finest and freshest.
emphasis
02
advertising objective
idea objective
what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand . The idea is to portray Baxters as a high-class, quality product that only provides the finest and freshest. . The brand does not compromise the taste of the product just to have it sold at a price common to most canned soups.
emphasis
02
advertising objective
profile
target target
03
target audience
profile
who would buy Baxters? Mother
Domestic helper
Father
Siblings
Myself
Grandmother
target
03
target audience
profile
who would buy Baxters? Mother
62%
Domestic helper
Father 15%
Siblings
13%
Grandmother
Myself
4% 1% 1%
target
03
target audience
profile
who would buy Baxters?
62% Mother
target
03
target audience
profile
who would buy Baxters? . Grocery Buyer
62% Mother
target
03
target audience
profile
who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers
62% Mother
target
03
target audience
profile
who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above
62% Mother
target
03
target audience
profile
who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above
62% Mother
. Convince to buy Baxters even though its not cheap,
target
03
target audience
profile
who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above
62% Mother
. Convince to buy Baxters even though its not cheap, . choose quality over commonality
target
03
target audience
& feel
perception think
04
consumer’s perception
& feel
what consumers currently think about Baxters?
. From packaging alone:
think
04
consumer’s perception
& feel
what consumers currently think about Baxters?
. From packaging alone: 1. “royal feeling”
think
04
consumer’s perception
& feel
what consumers currently think about Baxters?
. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious”
think
04
consumer’s perception
& feel
what consumers currently think about Baxters?
. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious” 3. “appetising”
think
04
consumer’s perception
& feel
what consumers currently think about Baxters?
. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious” 3. “appetising” 4. “looks professional”
think
04
consumer’s perception
05
desired consumer response
response
& feel
what consumers should think and do.
think
05
desired consumer response
& feel
what consumers should think and do.
. Have in mind that Baxter is a elegant brand that provides high quality canned soups.
think
05
desired consumer response
& feel
what consumers should think and do.
. Have in mind that Baxter is a elegant brand that provides high quality canned soups. . Convinced to buy Baxters to have a go at the taste and not for convenience and price.
think
05
desired consumer response
& feel
what consumers should think and do.
. Have in mind that Baxter is a elegant brand that provides high quality canned soups. . Convinced to buy Baxters to have a go at the taste and not for convenience and price. . After trying once, be tempted to buy more. think
05
desired consumer response
06
campaign tone & style
tone style &
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns
thinking &
06
campaign tone & style
development
Previous advertisements campaigns Classy and rich (full of flavour)
thinking &
06
campaign tone & style
development
Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical
thinking &
06
campaign tone & style
development
Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical Serif fonts
thinking &
06
campaign tone & style
development
Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical Serif fonts Photography & image manipulation
thinking &
06
campaign tone & style
07
developmental sketches
sketches
development
ideas for thought
thinking &
07
developmental sketches
development
ideas for thought
thinking &
07
developmental sketches
development
ideas for thought
thinking &
07
developmental sketches
development
ideas for thought
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
1. always with you
thinking &
07
developmental sketches
development
2. because you need it
thinking &
07
developmental sketches
development
2. because you need it
thinking &
07
developmental sketches
Situations
development
2. because you need it
. Drenched in the rain . Someone overseas, overseas alone . 50 anniversary . Couple anniversary . Arctic/winter > need something hot, to warm up . OT at office, drink soup instead of coffee . Hospital . Proposing . Natural disasters
thinking &
07
developmental sketches
development
2. because you need it
thinking &
07
developmental sketches
development
2. because you need it
thinking &
07
developmental sketches
development
2. because you need it
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
thinking &
07
developmental sketches
development
3. The Royal’s Choice
. Forbidden city . Headset . Badge . Crown . Crest . Blue blood . Soldiers . Carriage . Purple . Specific furnitures . Castles . Dragon & Pheonix . Jade . Yellow note . Royal seal (Chinese, English)
thinking &
07
developmental sketches
development
3. The Royal’s Choice Western Influence
thinking &
07
developmental sketches
development
3. The Royal’s Choice Western Influence
thinking &
07
developmental sketches
development
3. The Royal’s Choice Western Influence Promoting the Best! The Royal’s Choice. Baxters Because taste matters.
thinking &
07
developmental sketches
development
4. Richness (in ingredients)
thinking &
07
developmental sketches
development
4. Richness (in ingredients)
thinking &
07
developmental sketches
development
4. Richness (in ingredients) . Warmness . Happiness . Quality . Richness
thinking &
07
developmental sketches
development
4. Richness (in ingredients) . Warmness . Happiness . Quality . Richness
“Dripping gold�
thinking &
07
developmental sketches
development
4. Richness (in ingredients)
thinking &
07
developmental sketches
development
4. Richness (in ingredients)
“How can you make a soup rich? Add 24 carets (carrots) to it.�
thinking &
07
developmental sketches
development
4. Richness (in ingredients) The Richest Soup
“How can you make a soup rich? Add 24 carets (carrots) to it.�
thinking &
07
developmental sketches
development
4. Richness (in ingredients) The Richest Soup
“How can you make a soup rich? Add 24 carets (carrots) to it.�
Soup of Richness thinking &
07
developmental sketches
development
chosen idea: “the richest soup” Flavours chosen to represent “richness”
thinking &
07
developmental sketches
development
chosen idea: “the richest soup” Flavours chosen to represent “richness”
Carrot & Coriander
Golden Vegetables
The Royal Game
thinking &
07
developmental sketches
development
chosen idea: “the richest soup�
thinking &
07
developmental sketches
development
chosen idea: “the richest soup� Carrot & Coriander
24
thinking &
07
developmental sketches
Carrot & Coriander
Golden Vegetables
development
chosen idea: “the richest soup�
Dripping gold
24
thinking &
07
developmental sketches
Carrot & Coriander
Golden Vegetables
development
chosen idea: “the richest soup�
Dripping gold
24
Golden Vegetables Dripping gold thinking &
07
developmental sketches
Carrot & Coriander
Golden Vegetables
development
chosen idea: “the richest soup�
Dripping gold
24
Golden Vegetables Dripping gold
Royal Game Using beef strips to create crown
thinking &
07
developmental sketches
08
production process
process
08
production process
painting brocolli with gold paint
08
production process
08
production process
08
production process
08
production process
08
production process
08
production process
08
production process
cutting carrot strips to form diamond shape
08
production process
08
production process
08
production process
08
production process
08
production process
photoshoot for golden carrots
08
production process
08
production process
08
production process
photoshoot for beef
08
production process
08
production process
08
production process
o
o
The Richest Soup.
The Richest Soup.
Dripping Gold
24 Carets (Carrots)
o
o
The Richest Soup.
The Richest Soup.
The Prized Catch
The Prized Catch
The finest. Because taste matters. The Golden Vegetables
Carrot & Coriander
The finest. Because taste matters. The Royal Game
The Royal Game
o
o
The Richest Soup.
The Richest Soup.
The Prized Catch
The Prized Catch
o
The Richest Soup. Your Prized Catch
o
The Richest Soup. The Prized Catch
The Royal Game
The finiest and the freshest. Because taste matters. The Royal Game
The Royal Game
The Royal Game
Because taste matters.
Because taste matters.
08
production process
o
Baxters.
Baxters. o
The Richest Soup.
The Richest Soup. The Richest Soup. o
24 Carets (Carrots)
Carrot & Coriander The Royal Game
Because taste matters.
The Royal Game Because taste matters.
09
final outcome
outcome
09
final outcome
09
final outcome
09
final outcome
o
The Richest Soup. Your Prized Catch
The Royal Game
o
The Richest Soup. Dripping Gold
Golden Vegetable
o
The Richest Soup. 24 Carats
Carrot & Coriander
thank you.