Lucozade Sport Advertising: Part I

Here we have another guest blog post written by Elliot Pottinger, this time he is examining Lucozade sports branding and advertising. This is just part 1 though, part 2 is a lot spicier. Enjoy!

Sports drinks are widely available, relatively cheap and they have a big target market, with people aged 16-25 the top consumers. Industry reports reveal 650 million litres are consumed each year worldwide and brands such as Lucozade, PowerAde and Gatorade have gained huge traction in international markets.

Paddy Power – Change the game

The week of exceptional adverts continues! This time its from Paddy Power!

 

So what is your Advert of the week? Fill out the poll now:

Lidl Uk: Brand Perception

Its been a good week for TV adverts, with IKEA’s launch of their bookbook and now Lidl’s farmers market experiment.

Here at Tick we do love an experiment, and testing new ideas and concepts is something that we to try do on a daily basis (Todays experiment was Facebook post boosting).

Lidl’s latest advert is focussed around highlighting their product quality through an experiment, and they achieve this through the de-branding of their produce. Whilst this is great, and very clever, it does question Lidl’s brand image. We know that Lidl’s brand is based on low-cost produce, yet by taking their brand image away from their brand, it suggests to me that people think of Lidl as a place where you can’t buy premium products. It suggests that the consumers associate Lidl’s brand image with poor quality.

They are evidently trying to change this, but does this advert really do that? Can Lidl change the way people think about their brand through this advert, or will it just highlight that certain people won’t shop at Lidl because of its brand associations.

What are your thoughts?

Were unsure about how consumers will take this advert, and whether it will generate new first time customers. But what we do know, is that it was a great experiment around brand image, and one that we will continue to monitor closely.

James

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Introducing the IKEA bookbook

Incredible work from my all time favourite agency ‘Bartle Bogart Hegarty’, or BBH for short. I cannot stop watching it!

 

 

 

Star Paws: Using animals to create an emotional attachment

Who recognises this little chap?

This is obviously the Dulux Dog! I am now going to show you an advert, that will immediately make you attached to a brand, stick with me, there is a point to this:

Brag Responsibly

Just a quick acknowledgement for 3 mobiles latest advert. It is simply genius! How do I know? Well because me whole family sat there with the biggest look of shock on their faces at the average looking man apologising to them.

We are all 3 customers, and we were all immediately concerned, but as the advert continued, you could see their shocked faces change to that face you do when your thinking “How cheeky are they, that was really clever!”. They were truly engrossed by this simple deceptive headline and when followed with terms such as “Selfie, hot dog legs, and #nofilter”, they all let out a little sigh of relief. If you haven’t seen the advert yet, I think it’s about time:

BBC vs ITV World Cup coverage

In short, why the hell is Adrian Chiles ITV’s leading presenter for this months World Cup in Brazil. I mean firstly, he’s a West Brom fan, which immediately qualifies him to know nothing about football. (Although he did admit that Diego Lugano was a waste of space, something that Costa Rica quickly found out)

Secondly, Why did ITV think that Chiles was Gary Lineker’s equal? England’s second highest goal scorer, or a slightly round guy from Birmingham, that presented the one show and the appalling day break? Lets not even mention his monotonous voice!

But this is not ITV’s only world cup calamity. Cannavaro is a world cup winning captain, but to have him as a pundit in the studio, alongside Viera and Lee Dixon could not make for less enjoyable TV. In comparison, listening to the smooth “Va Va Voom” of Thierry Henry, the passion of Alan Shearer and Rio Ferdinand’s no-nonsense approach to everything, was so much more interesting. The dynamic between them is like that of the 1998 Manchester United team, as they seem like a genuinely close-knit group that are fully engrossed in football. Whereas ITV’s misfits seem uncomfortable and on edge.

Maybe ITV’s misfits are trying to get the little jingle that some genius has created, which opens every ITV coverage. You can only assume it is entitled Brazil, as this would summarise the extent of ITV’s creativity. I admit it is catchy, and when you see the Brazilian man playing his little instrument, you do immediately transport to a land far far away. My issue with it however is how simple and stereotypical it is. BBC have created a story board that sees footballers past and present, turned into small Subuteo like figures on a quest to get to Brazil. It simply makes for a more interesting watch.

We could continue in this light for a long time, but inevitably the BBC have got something wrong. Yes, ITV’s Andy Townsend is one of the worst commentators ever, but Phil Neville somehow manages to make him sound like Morgan Freeman. Phil’s debut commentary was the England vs. Italy game, and the backlash after the game was incredible. Phil was trending throughout the night on twitter, with 102.7 thousand tweets including Phil Neville’s name at one point. It wont destroy his commentators career, but could he have had a worse start?

So who wins? BBC? ITV?

I might just do that annoying thing when you don’t actually pick a winner, and say something alternative like, ‘Football is the real winner here’. But I won’t! The BBC have won this duel easily. They have better pundits, a better introduction piece, and we haven’t even had to mention the actual football matches!

James

Aldis World Cup

Aldi, the low-cost supermarket chain that are starting to worry the big four, just knows how to do an advert!

There ‘Like Brands’ adverts in particular, are resonating with all consumers as they offer everyday solutions to money-saving problems. Two adverts in particular, the champagne model and the tea drinking pensioner, are so simple and have no frills, but are so cleverly worded and acted that they make people laugh time and time again! There most recent advert continues this trend and with specific relevance to the World Cup, is again a stroke of genius.

Graham Taylor, England’s 1990-1993 football manager has been drafted in to form a World Cup link and it works perfectly! In a strange combination of cider and “Graham Norton’s red chair”, Graham is seemingly thrown backwards on his chair and covered in his cider! The scene is so unexpected that it leaves you once again laughing at Aldis no frills advertisement!

Now the World Cup has started and new football related adverts are appearing daily, I believe this short clip shines a light on an increasingly stereotypical, football advertisement trend.

Be more Cat

O2’s latest advertising campaign is based around the notion of ‘being more dog’, but have they gone too dog, and ignored the values of being a cat?

I must start by confessing I have a great love of cats, but an extreme hatred of the O2 cat and the way he trots around the stage. Every time the advert is shown on the TV I cringe at this over engineered campaign, that leaves me feeling more confused than it does enlightened.

Whilst videos of cats and dogs have taken over YouTube in recent years, this feline does not fit the same bill. Cats are loved for being cats, not dogs! I feel as though the message that the ‘Be more dog’ slogan is conveying, is not clear enough to be understood by all. Do O2 recognise this issue, and have published this video because of it? Should this video should be O2’s advert instead:

http://bemoredog.o2.co.uk/

The video makes it clear that dogs are overcome with excitement by everything they see, whilst cats, are not. O2’s take on consumerism is that humans are acting as cats, and are not being as excited by everyday as they should be. I therefore wonder why O2 don’t do something that is exciting and a bit more innovative, than simply a talking cat on a stage?

Will I ever love this advertisement? I don’t think so! Mainly because such a global player in communications have not effectively communicated their key message to their publics. Over complicating it and getting over excited about an idea, has meant O2 acted irrationally as a dog would, and not acted as a thoughtful Cat might!

James

Continue to think like a fat cat sat on a mat!