It is very difficult for an ordinary user to surprise with anything, and even more so, to encourage them to make a purchase. This is especially true for brand new and unknown products. Therefore, manufacturers and marketing firms do what they can to promote their new brands in such an overloaded consumer market. In any case, to attract attention it is necessary to have a creative approach and a lot of creative ideas. We will tell you more about what happens when a product from a new line is successfully advertised.
New product release difficulty
Most PR people know firsthand how difficult it is to promote a new product. Especially when you are dealing with a cult brand. In this case, advertising the product simply puts you at risk. And, as they say, "who does not risk, he does not drink champagne."
That's what the creators of the energy drink Red Bull did. Firstly, they came up with a small jar that is visually similar to a battery. And secondly, they deliberately increased the cost of the drink (about 2 times) and began to place it not only in the beverage departments, but also in others, for example, bread or dairy.
Moreover, branded cars with a huge can of drink at the top began to ride through the city streets. Beautiful young girls were driving. On certain days, they stopped in crowded places and handed out jars of new power engineers for free. Such a complex and unusual product advertising has brought results. The product became recognizable and took its place of honor among giants such as Pepsi and Coca-Cola.
Do you want to advance yourself, remind about useful and ordinary things
When promoting a new brand or trademark, they often use traditional approaches that do not bring results. For example, taxi service companies have chosen for years proven but partially inactive tactics. Most often, they publish advertisements in the press, less often make videos on TV, and even use asphalt to create a screen print with the name of the service and phone number.
However, product advertising does not always have to be the same and standard. Sometimes creative ideas are perceived by people much better. Moreover, skillfully filed and partially veiled advertising, and even bearing certain benefits to the buyer, will be an excellent tool.
This is exactly the approach chosen in the Canadian taxi service called Mike. They not only printed brochures with the address, telephone and a brief description of the service, but also made a kind of map for local cafes and restaurants. A potential client opens such a booklet and sees in what places the most delicious Viennese waffles are served. And then he reads the phone number and the name of the taxi service that can take him there. Original, isn't it?
There is never too much advertising
Advertising a new product should be constantly in front of users. This method was used in advertising by representatives of the well-known marketing company HBO. Shortly before the third part of the continuation of the cult series Game of Thrones began to be broadcast on large screens, a huge shadow of the winged dragon periodically appeared in newspapers, magazines, on transport and even the walls of buildings.
Because of this successful, in our opinion, advertising stunt, people simply could not help but think about the release of the new season of the series. As a result, the number of viewers watching the series, struck the imagination of even the most malicious film critics.And the telesaga itself was recognized as the most successful project in the history of a marketing company. As it turned out, HBO advertisers know how to make product advertising visible and effective.
Great ideas don't grow in the beds
Sometimes long-standing confrontations are used in advertising new products. For example, a similar trick is clearly demonstrated by the quality advertisement of food products from a farm in Dallas. On a beautiful poster you can see fresh vegetables neatly packed in a red box. Notice the similarities? This picture looks like french fries from the famous McDonald's. And this is the confrontation of natural food from the farm and unflattering fast food.
Fantasy Ad
Some PR specialists create advertising with a special meaning. And they do it so that different people have the most unexpected associations. For example, this is the case with shoe advertising. When creating a bright poster of ТМ Brazilia Shoes, a white background was chosen, on which female legs were present in gorgeous color tattoos.
It is noteworthy that they were without shoes. The girl, whose legs are pictured, stood on imaginary heels. On the one hand, such an advertisement indicated that the advertised shoes are so light that you hardly feel them. This was evidenced by the birds depicted on the legs and the legs themselves, raised to the half-toes. And on the other hand, they seemed to emphasize that ordinary Brazilian girls don’t wear shoes and this is the prerogative of wealthier ladies. Who knows what was meant? Perhaps the author just liked such graceful female legs ?!
Successful Product Advertising: Examples
The originality of the ideas of PR specialists sometimes just rolls over. For example, Orbit chewing gum companies turned to graffiti artists for help. Those, in turn, depicted on the pavement the huge faces of women and men. Moreover, instead of the mouth, they had pits, drains, sewer and ventilation hatches.
Such product advertising (photos can be seen below) is symbolic and needs further clarification. In particular, with such drawings, the authors of the advertisement wanted to draw an analogy between an unpleasant mouth. In other words, I didn’t eat two Orbit records, and your mouth will be like in the picture. Simple and clear.
Another unusual method of attracting customers was taken by a company that produces animal feed. To advertise the latest news from Pedigree, she ordered a lot of 3D stickers. They depicted voluminous bowls with dog food. Moreover, as eyewitnesses say, the pictures even had a special smell, reminiscent of the one that smells of real food.
Recall that advertising any product should not only cause positive visual associations, but also activate your sense of smell and taste buds. How did it work? And the following happened: the owner of the dog, walking next to the store, stopped due to the fact that his pet carefully sniffed something. Thinking that on the pavement lay a real bowl of food, the dog immediately rushed to it. However, realizing that it was unreal, she was very upset. As a result, the dog began to whine and literally encouraged the owner to buy him a bag of the coveted food in the store. The advertising task has been completed.
The use of famous heroes in advertising
Sometimes a television ad can literally rivet viewers to the screens. And all because cunning advertisers use long-known and beloved characters. For example, just such is the traditional television advertising of dairy products produced under the brand name "Prostokvashino". The famous cartoon character cat Matroskin appears in it. He, according to manufacturers, "Loves milk for goodies."
Another favorite children's character Winnie the Pooh often becomes the face of condensed milk, cream ice cream, jam and even honey.
Celebrity Advertising
No less interesting is advertising using celebrities. At the same time, we do not mean Olga Buzova, a former participant and host of House 2, who was frankly familiar with the screen.
In this case, we are talking about world stars. For example, what is only worth advertising for milk with the participation of sexy actress Salma Hayek. In the story, she loves to drink milk so much that she is ready to do everything for it, even milk a real cow and stop the truck on the go. According to the marketing company that organized this video, men liked this video to a greater extent. Although the women smiled a little.
Another bright advertisement for milk was a video with the participation of actor Duane Johnson, who was supposed to save the world. However, he temporarily exchanged this mission for milk production for beautiful girls who got out of bed and did not find it in the refrigerator.
A few words about the advertising campaign
By the way, this advertising campaign was called "Do you have milk?". According to preliminary data, it was initiated by the California Association of Natural Cow Milk Producers and started in early 1993. The purpose of advertising was to attract people's attention to quality dairy products.
It is noteworthy that the Association spared no funds to create such an advertisement. For comparison, her first video was shot by the notorious Michael Bay. Recall that this is not the last person in Hollywood, known for the original filming in the movie "Transformers."
For the entire period of the project’s existence, such celebrities as Rihanna, Angelina Jolie, Steve Tyler, Harrison Ford, Hugh Jackman, David Beckham, Britney Spears, Beyoncé and others have appeared in milk advertising. By the way, in many commercials, this brand began to be recognized not only by the huge number of famous actors and the original plot, but also by the glorious milk mustache. And milk lovers know what it is.
In a word, you can use stars, famous characters to advertise a new product. But the main thing is to correctly think over the plot. Your video or photo must have a certain message, which buyers will respond to.