RX BAR
Advertising Campaign
Lukas Hassler, Brienna Ferenczi, Hana Ito
RXBAR
Creative Brief
BACKGROUND SUMMARY:
CLIENT: RXBar company, Dr. Cudmore
PRODUCT:Highly nutritional protein bar, composed of different ingredients, same great flavor
FEATURES: �13 different flavors (including 2 seasonals) and package colors �12 grams of protein each(7 grams for kids size)�Core ingredients: egg whites for protein, dates for binding and nuts for texture�NO artificial flavors, dairy, soy, gluten, fillers, colors or preservatives, Paleo diet!�
Creative Brief
Project Description�“You are what you eat”�A multimedia advertising campaign for RXBar incorporating different channels, like TV, print media, and the Internet. ��Target Audience �18-35 year old �Healthy lifestyle �Athletic purposes �Concerned with nutrition and fitness�Upper middle class ��Objectives �- to develop brand awareness on Social Media�- create consumer relationship �- strengthen brand position
Style and Tone�The advertising campaign should use an informative, trustworthy, and insightful tone. The style must be simple and minimalistic, but should still deliver the main message in a meaningful and relatable way.
Message
The consistent and integrated campaign (IMC) will deliver a specific message to our main target groups (lifestyle, busy worker, athlete): “With RXBAR, what you see is what you eat. If you are what you eat, why would YOU tolerate B.S.?”
�Benefits�- Real�- Delicious �- No B.S.
�Call for Action�Point social media users to the RXBAR’s website. Invite users to interact with the brand by leaving comments on their social media channels.
Creative Brief (cont.)
VISUALS
Creative Brief (cont.)
MESSAGE
TAGLINE
WITH RXBAR,
WHAT YOU SEE IS WHAT YOU EAT
IF YOU ARE WHAT YOU EAT
WHY WOULD YOU TOLERATE B.S.?
SLOGAN
Real.
Delicious.
No B.S.
OVERVIEW Goals-Strategies-Objectives
Current Goal: �
Our Goal:
Strategic Brand Management Process
Identify and Establish �Brand Positioning and Values
Plan and Implement �Brand Marketing Programs
Measure and Interpret �Brand Performance
Grow and Sustain�Brand Equity
Differences over competitors �Core brand associations�Brand mantra (brand DNA)
Name, logo, symbols, packaging, slogan �Design/Theories of those elements
Building brand audit �Brand value chain� Brand equity management system
Brand-product matrix�Brand portfolio �Tracking consumer knowledge
Kevin Lane Keller. Strategic Brand Management. Third Edition.
Core Brand Associations (Brand Attitudes)
“real”
trustworthy
Informative
Lifestyle
No B.S.
genuine
clean
long-lasting protein
Kevin Lane Keller. Strategic Brand Management. Third Edition.
delicious
Theories Used
AD #1:
Athletic person/Athlete
“With RX Bar, what you see is what you eat.
If you are what you eat
(If your coach wants results/If you want your team to succeed)
Then why would YOU tolerate B.S.?”
RX Bar. Real. Delicious. No B.S.
AD #2:
“Average”, busy worker/student
If your boss wants quality/If you want to earn that promotion
AD #3: Health-nut/Crunchy Granola Type/Fit Lifestyle
If you want to commit to your new year’s resolution/If you want to see change/If you know what’s good for you
AD #4
“With RX Bar, what you see is what you eat.
If you are what you eat
(Everyone deserves good food//Everyone deserves good//Everyone deserves real)
Then why would YOU tolerate B.S.?”
RX Bar. Real. Delicious. No B.S.
AD #5
“With RX Bar, what you see is what you eat.
If you are what you eat,
Then why would YOU tolerate B.S.?”
RX Bar. Real. Delicious. No B.S.
Self Determination Theory Social Identity Theory
“is a theory of motivation. It is concerned with supporting our natural or intrinsic tendencies to behave in effective and healthy ways”. (Edward L. Deci & Richard M. Ryan 2016)
Application:�Since our product serves people with a health-conscious mind, we concluded that this theory triggers motivation of our target groups (healthy lifestyle, athlete).
“Social identity is a person’s sense of who they are based on their group membership(s).
Tajfel proposed that the groups (e.g. social class, family, football team etc.) which people belonged to were an important source of pride and self-esteem. Groups give us a sense of social identity: a sense of belonging to the social world.” (Henri Tajfel 1979)
Application:�With our advertising campaign we try to motivate people to become a part of our “group”. Through motivation and social belonging (as seen in the different advertisements) we create a pride factor. �
Deci. Self Determination Theory. 2016. http://selfdeterminationtheory.org�https://www.simplypsychology.org/social-identity-theory.html
Ambiguity Effect Social Comparison Theory
The tendency to avoid options for which missing information makes the probability seem "unknown". (Daniel Ellsberg 1961)
�“People tend to avoid unknown probabilities, so you should avoid uncertainty as much as possible. If your product is not clear enough, people will avoid it.” (Frisch & Baron 1988)
Application: �“We do not tolerate B.S.” Our campaign is clear, honest and straightforward, thus it avoids possible uncertainties about the product (especially packaging).
The theory states that we “determine our own social and personal worth based on how we stack up against others. As a result, we are constantly making self and other evaluations across a variety of domains - attractiveness, wealth, intelligence, and success”. (Leon Festinger 1954) ��Application: �We use the social comparison theory in a positive way to encourage people to become a part of our “real” group”. Domains like intelligence and attractiveness are used in a positive connotation.
Daniel Ellsberg. Ambiguity Effect. 1961. http://www.singulariteam.com/theembiguity%20effect.html�Leon Festinger. Social Comparison Theory. 1954. https://www.psychologytoday.com/basics/social-comparison-theory�
Mere Exposure Theory
“The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure.
This stimulus can be people, commercial products, places, etc. We can get to like most things, given time. We can even get to like unpleasant things, such as when prisoners miss prison.”��Application:�Through our advertising campaign we try to work on the brand equity of RXBAR. Introducing the product on different social media channels will help with this task.
Zajonc (1968) showed Chinese characters to people from one to 25 times, asking them to guess the meaning. The more they saw a character the more positive a meaning they gave.
Miller (1976) showed people posters about stopping foreign aid up to 200 times. They were persuaded most by moderate exposure. After 200 exposures they reacted negatively to the message.��Application: �Finding the optimum exposing rate for the main target groups is one of the most important tasks regarding this theory. Goal: Increasing the likeness of the product and the brand transparency.
Robert Zajonc. Mere Exposure Theory. 1968. http://changingminds.org/explanations/theories/mere_exposure.htm
Emotional Appeal Theory & Color Theory �
“Pathos is the emotional influence of the speaker on the audience. It’s goal is to create an emotional affection of the audience towards the objective of the speech. The overall ability to achieve pathos is eliciting emotions.”
�
Application:
Fear Compassion-Empathy
Ravi Mehta and Rui (Juliet) Zhu*Sauder School of Business, University of British Columbia, 2053 Main Mall, Vancouver, BC V6T 1Z2, Canada.
Grobelny, Jerzy & Michalski, Rafal. (2015). The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product. Computers in Human Behavior. 43. 85-100.�
“Packaging, and the way it is promoted through advertising plays an important role in attracting attention,providing information and shaping customers’ perception about a product.”
�Different contexts: Color Early studies of Granger(1955) provides a hierarchy: blue > green > purple > red > yellow. Influences cognition and behavior through learned associations�
Application: �BLUE: Because blue is usually associated with openness, peace, and tranquility, it is likely to activate an approach motivation(encourages performance and creativity)
GREEN: Growth, health, “green”, clean
RED: Should enhance performance on detail-oriented tasks (i.e., tasks that require focused, careful attention, energy)
Means-End Theory & Uses and Gratifications Theory
Means-End: “This model implies that subjective product meaning is established by associations between product attributes and abstract, cognitive categories like values, which can motivate behavior and create interest for the product attributes.By linking attributes to more cognitive categories, chains of associations are established. May consist of: concrete product attribute, abstract product attribute, functional, psychosocial consequence, instrumental, terminal values.”
Application: Support The no artificial ingredients would lead to good taste, therefore pleasure and happiness. The preservative free leading to the idea healthy, therefore better lifestyle and self-love, leading the consumers to a desired end state, happiness or fulfillment
Uses and Gratifications Theory(Blumler and Katz 1959) is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people.
Application: social interaction(keep up with health foods trends, meeting ppl with same interests), information seeking(self-educate), enjoyable factor, facilitate communication, feedback. #NoBS #IAmWhatIEat #RXBar
Anita Whiting and David Williams(2013)
Klaus G. Grunert, Elin Sorensen, Lone Bredahl Johansen, and Niels Asger Nielsen, (1995) ,"Analysing Food Choice From a Means-End Perspective", in E - European Advances in Consumer Research
Advertising Tactics
Valence-Arousal-Dominance Model:
Positive valence: happiness, color scheme
High arousal-low arousal: excitement for new product
High dominance: inspired to “grab” a bar and make a
healthy choice �
Visual stimuli(the hands) depicts a positively valenced�product that facilitates more behavioral intentions. �Suggests the observer to mentally simulate picking up and� interacting with the product than�others, thereby increasing purchase intentions.
Elder, R. and Krishna, A. (2012). The “Visual Depiction Effect” in Advertising: �Facilitating Embodied Mental Simulation through Product Orientation on JSTOR. [online] Jstor.org.
Advertising Tactics
TYPOGRAPHY:
Chung (2002) showed that increasing the letter spacing would improve the reading speed in central and peripheral vision and text arrangements (vertical, horizontal, along the curve, the usage of white spaces between text components,etc.)
Perea, Moret-Tatay, and Gómez (2011)showed that recognition of words is faster for slightly wider than default spaces between letters or words
Create a greater visual Esperanto idea, vast usage of powerful images
Grobelny, Jerzy, and Rafał Michalski. “The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product.” Computers in Human Behavior, vol. 43, 2015, pp. 85–100., doi:10.1016/j.chb.2014.10.036.
Text book definitions
Reference list
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