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  

Competitive Analysis

Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. In a midsize or large agency, the account manager and client provide information to you. Most smart creatives do some digging themselves. The Internet, of course, has made information more accessible than ever. Develop an understanding of how best to conduct research, specifically where to look for and gather information. pg.16 There are direct competitors in all fields.  What separates your brand from the rest is the way you choose to market yourself.  A company with a great branding team, and a strong public relations team can be a huge threat to its direct competitors.  Belvedere is a well known brand that has been around for over 15 years now.  What separates them from all the other classical beverage brands such as Smirnoff and Absolut is their quality and lifestyle they portray to their consumer. The brand itself has done a great job in creating a following I just think they could be a doing a lot better.  "You'll be teaching yourself to listen to what other people have to say and allowing them to make your ideas better."pg. 26
Absolut-  Absolut has been around for over a hundred years now and is still doing great as a whole.  They have a great price point, a variety of drinks, and its constantly being advertised whether it'd be on the bus, subway, banners, clubs, cable, online etc.  

Smirnoff- Is over 153 years old and still remains as one of the top selling vodka brands.  The reason why they have been able to stay in business this long would have to be from being able to provide a affordable bottle with a wide selection of flavors.  Of course their vodka isn't top choice but it also isn't the last. 

Sky- Sky Vodka on the other hand has not been around for that long but still has been around a bit longer then Belvedere.  This brand has a great following and a great branding team.  Everywhere you go you can't help but run into a Sky Vodka advertisement.  

Grey Goose-  Grey goose is probably their closest direct competitor out of the rest mentioned.  Grey Goose was shortly introduced a year later after Belvedere was founded.   

What I plan on doing differently in order to separate myself from direct competitors is advertisement.  I plan on connecting with the viewers by being able to air a 30 second commercial or an ad that can take them back to that time.  In other words my ad's and commercials for the company will strictly be about past scenarios us consumers have eventually encountered throughout our life. "Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking." pg. 20

Belvedere: Because the fun is near!

"Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services. For example, most shampoos in the same price category (perhaps even across price categories) use similar ingredients and provide equivalent results." pg. 3  Belvedere has been around since 1996, just about a year longer then its direct competitor Grey Goose. The difference between the two brands isn't much considering the fact that they both are produced the same exact way.  The only real difference between the both is that Belvedere is produced in Poland while Grey Goose is produced in France.  What I plan on doing differently to distinguish Belvedere from Grey goose would be by advertising.  I plan on wowing my consumer with visuals and creating this dream fantasy we all want to be in and consume.  I want to take Belvedere and flip it into a different direction.  I want people to think of Belvedere and picture in their head the best night of their life is about to occur.  Which is why i came up with this short new up-beat slogan "Belvedere, because the fun is near!" "Teams generate ideas. Once an idea is chosen, the art director is responsible for the art direction (the overall look and feel, the visual style, and the selection of photographer or illustrator) and the visualization and design, and the copywriter is responsible for the writing. When a creative team works well, the division of labor might overlap." pg.12  My purpose is to bring more awareness to the brand and help it find those niches that haven't been part of the following. I don't plan on turning this company around myself.  I will be recruiting 6 creative minds to help me bring this advertisement campaign to life. "Full-service agencies offer a broad range of business and creative services related to the advertising process, including planning, creative ideation and design, production, implementation, and placement. Some full-service agencies also handle marketing communication, such as public relations, promotional design, interactive advertising, and direct marketing, or are in partnerships with companies that provide those services." pg. 12  With the help of my staff I wont have a problem covering all of these sectors being mentioned.  each staff member will have specific roles to be in charge of.  For example planning, creative ideation and design, etc.

Week 7 EOC: Pitch

Belvedere is a Polish owned vodka brand that has been around for over 20 years.
My slogan will say "Belvedere because the fun is near!"

Their direct competitors are Grey Goose and Absolut vodka.  Belvedere distinguishes itself from the rest by its simple taste.  When you drink Belvedere you know you are drinking a real genuine alcoholic beverage.  Belvedere is a great company to revamp just because the brand does very little for their advertising. Belvedere really relies on word to mouth to sell the product.  Belvedere has plenty of room for growth in the alcoholic beverage industry it just needs the right marketing and advertising campaign to give it that extra push.   I plan on making a quick 30 second commercial selling the Belvedere product.  Grey Goose has been around just as long as Belvedere but the only difference between the two is different country of origin other then that the product is pretty similar.

Week 6 EOC: After Sherman

 http://youtu.be/lYmulpA_RMc
This commercial is promoting a blanket that is made out of acrylan. Rosemary Clooney which was an actress back in her day is being used as the endorser for this product.  I think this commercial was great! I liked how they were cleaver enough to use a well known face for their product.  If you notice in this commercial the air time is only about thirty seconds and within those thirty seconds I right away knew what the commercial was selling. 

Week 5 EOC: Super Bowl Ad

 

When I viewed this super bowl ad I must admit I did shed a tiny tear. This video is very touching and will probably remain on my top favorites.

Who: During this ad Budweiser tells a story of a man and his loyal companion which is the horse.

What: Budweiser is advertising and selling to the consumer the lifestyle of the brand.  They are telling the consumer that Budweiser isn't just a beer brand they are a brotherhood to all who consume it.

Where:  This video is taking place in a few locations.  At the beginning of the commercial you see the the owner and his horse bonding in a open field right outside the home. They then show the owner of the horse escorting the horse into its trailer which will take him to the parade. The touching scene comes up ahead when the owner of the horse goes to see his horse at the parade.  He then realizes his horse is not aware that his owner is looking at him but as he passes by his owner he suddenly turns around and his blind fold is removed.  The owner is then driving away but before he knows it he sees his loyal horse running towards.  

When: This ad was released just this past February, 2013.

Why:  I think Budweiser wanted to show their clients that they actually care for the customers by showing the bondage between the man and his best friend...his horse.

How:  Budweiser captured Americas heart when the horse turned for his owner. That touching moment was the message Budweiser was trying to pass on to their customers and to those who don't know much about the brand.   When a company like Budweiser uses real life experiences like these to promote their brand they expect viewers to be able to relate with the commercial and almost in vision themselves being that person.