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| David Beckham - Pepsi Campaign |
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| Bandwagon technique - Targetting Women Who Want To Be Thin |
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| Sofia Vergara - TV Advert |
The target audience of Pepsi and their advertising are men, probably between their early 20s and 30s. The demographic seems to be the upper working class, aiming the product at men and sometimes women too (with the diet range) who are starting their journey up the business ladder. This is the target audience I deciphered when studying the types of people portrayed in the adverts. The producers have targeted this audience by likening characters in the adverts to the stereotypical profiles they have created; for example, one advert sees 3 young men at work tricking their boss into thinking he’s seeing strange things and consequently going home, leaving the men to watch sport on the office plasma and drink Pepsi. This perfectly portrays the type of person that Pepsi are trying to target, the young business man with a mischievous young personality. They also strongly depend on the testimonial advertising technique, using celebrities to endorse the product. David Beckham had a contract with Pepsi that lasted for a long time and saw him appear in numerous print and TV adverts for the fizzy drink product. Such a famous and iconic football player supporting the brand puts a lot of weight behind the campaign and again perfectly targets the target audience as young men stereotypically all love sport. Recently David Beckham appeared alongside Sofia Vergara in a Diet Pepsi TV ad that targeted both men and women as she is not only seen as a sexy actress for the men but also an iconic strong woman for the women to idolize. This particular advert therefore had a touch of humour and immense star quality that promoted the product very well. The colours used within the logo and product label are red, white and blue, symbolising patriotically the American flag as Pepsi is an American brand. The circular logo, although has slightly developed throughput the years, is very well known and recognisable as the brand of soft drink, Pepsi.
COCA COLA:
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| Coca Cola Is The Original |
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| Times Square Advert |
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| Christmas TV Advert |
Although Coke has released audience specific campaigns, the main targeted audience is families, Adults and children of all ages in a demographically “perfect” family structure. This is most apparent in their Christmas TV adverts that show families gathered together drinking coke whilst waiting for Santa on Christmas Eve. They use the now famous coca cola truck in the annual ads to symbolise the Christmas spirit of coke arriving in December worldwide. The advert producers target this audience by promoting this happy family and suggesting that cola will bring your family the same happiness. Their Open happiness advertising also promotes this idea that their soft drink will somehow improve your mood or life. The coca cola brand and logo have become so internationally famous that many of their adverts simply rely on the logo to promote the recognisable product that has become a common household name. Billboard advertising is easy to achieve for this fizzy drink and has become a famous feature in New York’s Times Square. They rely heavily on their USP, that nobody else knows how to make coca cola and although many have tried to produce a version of their own (for example Tesco Cola) no one has yet succeeded in creating the exact same recipe. Coca Cola has been around for many generations, meaning all ages are aware of the product and keep buying it so the USP being repeatedly used within their advertising obviously works for this particular brand. Their copyright typeface is a red and white scripture that appears on most of their products; however the newer cans have in the last few years sported the shortened and commonly used name ‘Coke’ instead.
FANTA:
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| Colourful Print Ad |
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| Young Cartoon in TV Ad |
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| "Real Fruit" |
The target audience of Fanta and their advertising are young men and women, between their teenage/student years and late 20s. The newest TV adverts are animated and feature this age range of people enjoying Fanta and spreading the vibrancy of it around town, with older generations frowning on their noise. Fanta is a fizzy fruity drink that is marketed as a young fun beverage rather than something you would drink after a long day at the office or out at dinner. This is how they target this audience by promoting is as a fun alternative to boredom during Uni assignments or drinking it with friends when hanging out in the daytime. In the advertisements (TV and print) colour is the main feature, using the original colour of Fanta (orange) as an aesthetically attractive hook. The adverts stand out from the ‘dull day to day’ colours that are taken over by the infectious orange that touches everything, just as the music does, another large part of teenage and student life. The magic ingredients advertising technique has been twisted to make the product seem different to other similar brands. By repeating the image of a fresh orange slice and stressing the presence of “real fruit juice” in Fanta, it gives the impression that it is somehow healthier and better than any other fizzy fruit drink (which could also be seen as a USP). As Coca Cola rode on the back of Christmas advertisement, Fanta very much focuses on summer promotion, hinting that this drink will make any day feel like the weekend or summer. As summer is perceived as a happier time due to the weather, the brand wants to link itself to this same mindset. The logo has changed over the years but has always stayed orange, of course depending on the flavour of the drink. As the Fanta empire grew, new flavours such as lemon were released and the logo changed colour to suit this. The typeface with the small green leaf however is always the same and the fruit slice commonly features nowadays.
REDBULL:
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| Popular Slogan |
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| Energy drink |
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| Sponsered Event |
The target The target audience for Red Bull is men, 20-30 years old whose lives are full of high action sports and activities. The drink gives you energy through high levels of sugar and caffeine and this is angle the advert producers take to promote the brand. As the product is closely linked to a variety of different spectator sports and stunts, the main target audience are consequently men as the media is stereotypically targeting the widest audience possible, and concentrating on aiming their product at men would be more effective than trying to expand their idea to suit women as well. Red Bull sponsors many sporting events such as racing and stunt shows alongside high adrenaline situation events. This is a massive form of advertisement to them as the name and logo is seen all over the event and television. The actual advertisements for the drink itself contain a recognisable slogan, “Red Bull gives you wings”. It refers to the high and fast energy that Red Bull gives and suggests that the drink can help you achieve the impossible (like flying). The red, white and blue colours of the product packaging are patriotic of the Thailand flag where the drink originated from. The design of the can shows four squares, almost like the starting flag of a race. The logo is recognisable as belonging to this particular product but the slogan is also how the drink is recognised.
SHLOER:
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| Shloer at Dinner |
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| "Best Served Shared" |
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| Women Drinking Together |
The target audience for Shloer is women of a wide age range, middle – upper class that would typically throw dinner parties or have their girl friends round for a chat. Shloer is marketed as a wine inspired alternative to alcohol and therefore provides a beverage for such occasions. I think they have targeted this audience as there was obviously a gap in the market for a more mature drink that could be enjoyed by all at any time. The notion of “Best Served Shared” promotes the idea of drinking with others and advertises the brand as communal rather than a one person drink. In the TV adverts the drinks are usually passed round or positioned on a dinner table surrounded by adults laughing and chatting, portraying the image of the target audience. The Snob Appeal plays a slight part as the rather ordinary juice drink is advertised as something higher than the rest. The idea that Shloer would be accepted by guests as a ‘proper’ drink rather than any other juice drink such as Fanta is also suggested by the higher market glass packaging and sophisticated typeface. The logo is simple with just the word Shloer accompanied by small pieces of fruit and bubbles, giving the bottle and elegant style that in all advertisements (TV and print) appeals to a classier demographic.
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