Analysis of Project in the Real World

In the real world this advertisement would work perfectly. It is something that Dove Chocolate can afford to do, and should do. Dove chocolate is already about creating social experience and emphasizes on its silky smooth rich taste. "Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian design." (Chapter 10 pg. 207) My idea for traveling around the world and speaking with different cultures would show how much the Dove brand really wants to be a part of the people’s lives. It’s just saying that their experiences are that much more enjoyable when you eat Dove chocolate. “Basing ideas on personal life experience or observing others can help make your ad ideas relevant to others’ lives People should react: “Yep, that's how it is!” When we can relate to the story, we feel a kinship with the brand or group being advertised.” (Chapter 10 pg. 195) Being a personal consumer of the Dove chocolate brand I can recall days where they were not going so great, so I would end up going to one of my girlfriend’s house and we would end up gossiping over silly little things while eating the whole jar of Dove chocolates her mother kept in the kitchen and then suddenly the day would turn out better then it started.  “In the process of examining how we interact, function, and behave in various situations, you may find a way to sell a brand or promote awareness for a social cause.” (Chapter 10 pg. 195)

Creative Content

“In marketing, we use storytelling about a brand or group to communicate related messages that, over a period of time, will distinguish, differentiate, reflect positively, construct or contribute to its brand personality, be memorable (stick), resonate, and influence people.” (Chapter 10 pg. 193) In the story board of this advertisement for the commercial I will produce we are going to have our basic idea of every moment you can think of rather it is weddings, birthdays, and holidays celebrated around the world. “Your story should illuminate something about the nature of a person, subject, or situation.” (Chapter 10 pg. 193) Each frame is going to show a person with their friend and family celebrating a wedding, a birthday, and a holiday, so there will be three different cultures used, along with America being one of cultures used in this commercial. You will see smiles, hear sweet laughter, each person you see will be enjoying their timeless experience and during the process they will open a dove chocolate where on the inside of the wrapper it says “Make Every Moment Timeless With Dove” written in the language they speak, they will read it out loud in their language with a huge heartwarming smile on their face. Subtitles will be provided after each saying if needed for the content in whichever country the commercial will be aired.

Promotion

"Certainly, everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention." (Chapter 7 Page 107) My promotion of my product will include billboards, magazine ads, and short video clips.  All these ads are being created through the Dove chocolate team’s experiences with the cultures they visited around the world. While the Dove Chocolate teams are visiting the different cultures we will have pictures taken, and video shooting of all these cultures celebrations and eating the dove chocolate while they are celebrating. Every ad, billboard, and short video will show only people from different backgrounds, cultures, and countries full of smiles and people altogether having a good time while enjoying some Dove chocolate at their treasured events.” People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” (Chapter 4 pg. 56) This way everyone can feel like they’re a part of the Dove chocolate experience, which is our goal. “From the hoots and hollers in Shakespeare's time, to the dancing and singing at music concerts, to interactive science museums, audiences like to participate.” (Chapter 7, pg. 110)

The Big Idea

“An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational.” (Chapter 5, pg. 68) With my campaign I plan on making Dove Chocolate more of an experience everyone around the entire world is waiting to endure. “The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy.” (Chapter 5, pg. 68) I want to have our associates travel to different places all across the world to different countries visiting different cultures, and engage in the celebrations these cultures celebrate. Dove chocolate will be given out to all of these cultures to be a part of the celebration as well, to be a part of their experiences.” Finding a relevant insight into how people think what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation.” (Chapter 5, pg. 68) Dove is famous for our little phrases on the inside of the wrapper, so I will have wrappers produced with the phrase “Make every moment timeless with Dove” on the inside of the wrapper printed in different languages to hand out to the different cultures we will be visiting. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message."(Chapter 10 pg. 204) Our goal is to reach out to the entire world to let them know Dove Chocolate wants to be a part of your life, your experiences, the special moments you carry with you for a lifetime, making every moment that much richer. In doing so this is how my campaign will be different from any other campaign, we want to reach out globally, worldwide, and in doing so this is how we will attract customers. "An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own." (Chapter 10 pg. 192)

Competitive analyses

Dove Chocolate prides itself on its delicious attributes. Many people who prefer Dove Chocolate is because of its "richness" and "smoothness" that they say surpasses other brands of chocolate. Dove Chocolate's biggest competitor would be Hershey's Chocolate. "Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace." (Chapter 4, pg. 50) The Hershey Company is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery.  The Hershey Company has operations throughout the world with revenues of more than $6 billion, Hershey offers confectionery products under more than 80 brand names, including such iconic brands as HERSHEY'S, REESE'S, HERSHEY'S KISSES, HERSHEY'S BLISS, HERSHEY'S SPECIAL DARK, KIT KAT, TWIZZLERS, JOLLY RANCHER and ICE BREAKERS. Although being one of the leading producers of quality chocolate in North America there Hershey's does face some challenges. When The Hershey Co. outlined its five-year strategy to bulk up revenues to $10 billion by making significant inroads on the international stage, the company set out on a path that analysts find necessary for it to grow but analysts also caution that it will include an uphill slog in some markets. Basically, Hershey’s plans to use the Hershey's, Reese's, Ice Breakers, Kisses and Jolly Rancher candies to grow abroad, according to its presentation to investors. The company also plans to use what it's learned in the U.S. about consumer satisfaction, process improvement and marketing to better approach international markets. Seeing how Hershey's prides itself on how much money they make through all the brands they sell, DOVE chocolate focuses on the customers experience, that is what differentiates DOVE from Hershey's and that is how my campaign will be bigger and better, because this is something Hershey's has not done."What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest." (Chapter 4, pg. 52) DOVE chocolate focuses on the experience. They believe in the power of chocolate to transform a mood, a party, a gift, even a life. “That is why it is critical to understand how a strategy and idea can work across media and how to start a conversation with people." (Chapter 4, pg. 49) Perhaps Dove’s confidence in its product also stems from the positive global impact Dove has been able to achieve thanks to research on chocolate sustainability.