The Big Idea

"For creativity to be useful, it must be coupled with intellect, not to mention perseverance. In fact, if you study geniuses and their work—Charles Darwin, Albert Einstein, Alexander Fleming, Toni Morrison, Amadeus Mozart, Pablo Picasso, Twyla Tharp, or Frank Lloyd Wright—you will find this to be true." pg.33

Idea:  The purpose of this campaign is to bring in and create new following for the brand.  The brand itself has done a great job in building a following and creating a niche for their products and services.  I plan on marketing and advertising a bit differently.  I have researched the company and analyzed its strengths and weaknesses.  While researching I came to realize that Belvedere doesn't do very much as far as advertising their brand. "For creativity to be useful, it must be coupled with intellect, not to mention perseverance. In fact, if you study geniuses and their work—Charles Darwin, Albert Einstein, Alexander Fleming, Toni Morrison, Amadeus Mozart, Pablo Picasso, Twyla Tharp, or Frank Lloyd Wright—you will find this to be true."pg.33  The few ads I have seen have not been the best either.  This ad shown above is a prime example of lack of advertising.  "The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives."pg. 53 First mistake they did was not show case the actual bottle.  another huge mistake is displaying a cup full of lemons in it.  To me this ad is telling me that the beverage is bitter and needs a lot of flavor in order to consume.    

Resulting Message: Belvedere, because the fun is near! With this new slogan I plan on revamping their entire advertising perspective.  I plan on bringing in real life scenarios that consumers can relate to.  For example every girl wants to feel beautiful, what if I was able to showcase that through a photo or a commercial.  One of my ad's would showcase a gorgeous, glamorous women caring the bottle as a whole and walking with confidence.  While shes walking we have a group of gentlemen in suits and ties drooling over her beauty and confidence.  As she continues to strut passed the men she waves to her friends that are waiting on the other end.  Then the commercial ends.  If you didnt get the message that I was trying send I'll explain.  The girl is showing confidence and every women envy's someone with confidence and every man feen's for a women with confidence.  Therefore if a not so confident women is viewing this commercial she is going to want that life which raises of her purchasing Belvedere next time she decides to go out with a group of friends. "The frame elements of a school would include: teachers, dry erase boards, erasers, books, a library, desks and chairs, and so on. Going further, a scenario in a school would tell us what happens in a frame, which might include a teacher reading from a book in front of a class of children or a child writing at her desk. If a child were to instruct the teachers seated in student chairs, that scenario would break the frame—it would not fit the frame common to us. Frames offer meaning in context, and they help us understand our world and quickly assess what is going on in it." pg. 35