Introduction



1028700266700Post-Super Bowl Ad Assessment Sophia Germano (@00486070), Eric Phan (@00441168 ) , Victoria Haff (@00412123) Table of Contents TOC \h \u \z Introduction PAGEREF _obqlg5dkuz7 \h 2Analysis of Competition PAGEREF _h6cqd2vmh3fy \h 2Previous Advertising by this Client PAGEREF _kijcu591xekh \h 2Description of the Target Audience PAGEREF _3uwm8w2wkpgo \h 3Concise Statement of the Objectives PAGEREF _bn07wyg5mrh8 \h 4Description of the Advertisement Creative Strategy and Execution PAGEREF _mmqdv2i31ps9 \h 4SWOT Analysis of Advertising during the Super Bowl PAGEREF _kq5a92rxoe03 \h 6SWOT Analysis of Advertising Online PAGEREF _udjzyx4dogh \h 7Discussion/ Conclusion PAGEREF _yg8ji03nywiy \h 9References PAGEREF _2whlb6cuo1n \h 12IntroductionSuper Bowl Sunday is one of the most watched events on television in the United States. Super Bowl 51 was one for the books, not only because of the record breaking game, but also the advertisements shown. This year, some of the most memorable advertisements were shown in Super Bowl history. One of the advertisements that stood out the most was the Tide commercials. Tide is a company manufactured by Procter and Gamble, that sells laundry detergent in the United States. Tide has been around for 68 years, and has continued to stay a dominant and trusted brand in the market (Klara 2014). Analysis of CompetitionCurrently in the liquid laundry detergent market, Tide has a huge lead over their competition. In 2016 Tide was the market leader, holding a market share of just over a billion dollars. Tide was approximately double the market share of Gain, who has the second largest market share in the industry (Grocery Headquarters, 2016). It is important to note that Tide also has other products on the market such as Tide Simply Clean and Fresh, Tide Plus a Touch of Downy, and Tide Plus Febreze. These other products were not included in the original Tide’s market share that was previously listed. Other competitors in the market include Purex, Arm & Hammer, All and Xtra.Previous Advertising by this ClientIn 2012, Tide created a sponsorship with the NFL, along with multiple other Procter & Gamble brands (Crupi 2012). Because of this sponsorship, many of the advertisements created for Procter & Gamble brands used different players from the NFL. When looking at past Tide advertisements specifically, we see that Tide has used players such as Drew Brees, Darren Sproles, Cole Beasley, and Rob Gronkowski. Also, when looking at previous advertising, we see that Tide has added comedic elements in their advertisements to appeal to the audience’s emotions. Description of the Target AudienceTide’s target market is directed towards anybody who washes clothes and may have to deal with getting out on of their own or somebody else’s stain. The great thing about Tide is that it is not dependent on one’s gender, age, or location. By watching the famous Terry Bradshaw have a stain on his shirt, those watching the advertisement who are also sometimes messy could form a connection. This connection would be directed towards Tide’s target audience. This is why Tide wanted people to watch and feel as if Terry Bradshaw actually had a stain on his shirt, and that it wasn’t just a part of their commercial (Lowry 2017). As mentioned above, Tide has several other products on the market, and many of those have won awards for the company. Tide’s Pods Plus Febreze was voted the best new product by Better Homes and Gardens magazine in the single dose laundry detergent category (Tide, 2017). Tide’s Original HE Turbo Clean Liquid was also voted 2016 product of the year by a survey conducted by TNS (Tide, 2017). And in 2015, Tide’s ultra stain release liquid was voted product of the year (Tide, 2017). The company is so unique because they come up with at least three product innovations every year. On top of all of these impressive awards, Tide is also the trusted detergent of all thirty- two NFL teams (Tide, 2017). If a viewer of this advertisement feels they need to remove stains that are as bad as those in the NFL, they can be classified in to Tide’s market segmentation group. These viewers would be considered unique and may need to be addressed through secondary products. Concise Statement of the Objectives According to Amy Krehbiel, the associate brand director, Tide made the advertisement with hopes that it would be the most loved commercial of the super bowl (Ad Age, 2017). With this image in mind, Krehbiel watched all scenes of the advertisement as they were being shot. She found that during the shooting process she only spoke up if a moment came off as negative. It was extremely important for Tide to sell their brand with only positive experiences, and they were perfectly comfortable not releasing an advertisement if it had any negativity involved (Ad Age, 2017). Krehbiel also wanted to connect with all Americans by not at first revealing that the stain on Terry Bradshaw’s shirt was a part of their commercial. By keeping this hidden, Tide was able to show the viewers that they understand how getting a stain in an important moment can make you feel as if the whole world is watching (Ad Age, 2017). This is when Tide can remind viewers that they are here for them even in those situations, which builds trust with the brand. As it was important for Tide to sell their positive image, they also wanted to connect with viewers through ad recall. This is not the first time that Tide has created a super bowl advertisement which involved a noticeable stain. Tide’s original “Talking Stain” super bowl advertisement was aired in 2008 (The Wall Street Journal, 2008). The next “Miracle Stain” super bowl advertisement was aired in 2013 (The Wall Street Journal, 2013). Due to this ad recall, many who viewed Terry Bradshaw’s stain at first had suspicion that it may be an advertisement for Tide (Curtis, 2017). Description of the Advertisement Creative Strategy and ExecutionThe advertisement is mostly revolved around a visual element but the verbal and spoken elements are still crucial. The most important part of the script was the lack of acknowledging the stain on Terry Bradshaw’s shirt. The beginning of the script starts during the actual broadcast when announcer Terry Bradshaw came on air with a stained dress shirt seeming as if it had occurred during a quick snack break right before he got on air. Bradshaw is now on air, with a stained shirt. He is unaware of the stain, while the entire country is. Bradshaw continues to talk about the game as if nothing is wrong. At this point, the audience wasn’t aware that this was going to be a tide commercial, instead, many people tweeted about it. Buzz Aldrin is well known for being an astronaut on Apollo 11 and tweeted “HouSTAIN, we have a problem. I could’ve seen that from space,?@TerryBradshaw.?#BradshawStain?#SB51?#Ad” (Aldrin, 2017). This may not be directly from the ad, but it was tweeted when the stain was first aired, creating a presence on social media. This use of a pun is appropriate because it suits Buzz Aldrin since he was an astronaut, it also adds emphasis to the stain. Social media can be crucial because it can have a huge reach and the potential of going viral. NBA player Joel Embiid also tweeted on the subject and received over 10,000 likes and 2,400 retweets. These two tweets were most likely scripted, although not in the ad itself. The three part ad started on-air with Bradshaw’s stain, then Bradshaw leaving the stadium abruptly passing by Gronkowski, and then finally, ending up at Jeffrey Tambor’s house. One of the most important themes of the ad was that it was created so that within the ad the stain went viral. Words such as “trending” were used. Using keywords such as “trending” is important because it can subconsciously make it seem like the ad is actually trending even though it is just something within the commercial. Word choice in the ad was very well thought out, for example, the pun used by Aldrin and the word “trending” are two things people can relate to, but also it reaches the new generation of kids/teens but also the older generation because many older people remember Buzz Aldrin landing on the moon. Also, many visuals of people using social media and texting about the topic were shown, trying to show that the stain was a prevalent part of social media and therefore went viral. SWOT Analysis of Advertising during the Super BowlTide making the decision to advertise during the Super Bowl could be seen as advantageous because roughly 111 million people watched Super Bowl LI (Pallotta 2017). Many strengths and internal advantages resulted from advertising during the Super Bowl. Also, unlike normal TV where people will go do something during commercials or not pay attention, people know the Super Bowl is renowned for having good ads, so they will pay attention to the ad. The target audience is much larger. The potential of reach is extremely high because the advertisement is running during such a popular event. Although a Super Bowl ad can really help a company, it can still have weaknesses and internal disadvantages. A weakness of choosing this advertising slot is that is notorious for being expensive. For a 30 second commercial, it costs between $5-5.5 million (Wire, 2017). Also, Tide’s case is unique because their expenses go much beyond the cost of the time slot. The three-part campaign did set them back a hefty price tag, but there is still more to it. Joel Embiid, Buzz Aldrin, Rob Gronkowski, Jeffrey Tambor and Terry Bradshaw all took part in this campaign. Many opportunities and external advantages came from this airing. Hiring athletes and other famous people is not cheap. Spending big money to get big names and familiar faces can be seen as a market trend. Another market trend is the use of live commercials such as the snickers commercial where they say the score during the commercial to prove it is live. Although it is not yet a popular technique, Tide and Snickers took a new take on commercials (Garcia, 2017). Tide in particular had a very outside the box approach. Putting the stain on Bradshaw on air was an attempt to create hype before the ad even took place. Also, it is a new trend for business to take sides in politics or appeal to groups with a motive. For example, Airbnb’s commercial took the stance of diversity and showed that they don’t support Trump’s travel ban policy (Benner, 2017). In Tide’s case, they use almost all men in their commercial. Feminist were very pleased with this choice because women are over characterized as stay at home moms and stereotyped for doing house work (Peck, 2017). The casting choice pleased a new demographic but also followed a new market trend. Many of the above stated things can be seen as threats and external disadvantages. Many people who are against feminism or against any of the hired famous people could be automatically turned off by the advertisement. It is always a risk taking a side as a brand and it is also risky to associate famous people with your brand, in this case, many famous people were used.SWOT Analysis of Advertising OnlineThe United States has the highest online ad spending, and the country is projected to spend around 83 billion dollars by the end of 2017 (“Digital Advertising in the U.S. 2016). When comparing online advertising to advertising during the Super Bowl , there are some benefits and downfalls. When looking at the strengths of advertising online, the most important strength is that online advertising is extremely cost effective. Both creating and running the ad cost much less than it would for other traditional media. Another strength is that with online advertising, you are able to highly refine your target audience. Advertisers can strategically place the ads on specific online platforms in order to advertise to their target audience. With the development of web analytics, online advertising also makes it easier for companies to measure the amount of engagement. Online advertising can also be beneficial for companies to use because of the constant exposure of the ad. When using the internet, the consumer is constantly exposed to the content, as opposed to seeing an ad for just 30 seconds on television. However, there are also some weaknesses associated with online advertising. Customers on the internet are often focused on what they are doing rather than focusing on advertisements, so they often tune them out. Also, there are some demographics that still turn to using traditional media rather than using the internet. This could be that they are not familiar with the technology, or that they simply do not have access to the internet. Online advertisements are also much more intrusive. For example, pop up ads intrude on what you’re looking at, and they may create a negative attitude towards the advertisement. Online advertising offers companies opportunities, the first one being that it builds brand awareness and public relations opportunities. By the consumers being exposed to online advertisements all the time, it allows them to become familiar with the brand and their products. Another opportunity for advertisers is that running an advertisement online gives you the possibility of running it on multiple channels. By running the ads on multiple channels, it will result in more overall exposure. As mentioned previously, web analytics are further developing. With the use of analytic tools, companies are able to better analyze user behavior online. This will give the advertisers the opportunity to refine the messages and the advertisements to better fit their target audience. Finally, because online advertising comes at such a low cost, it gives the opportunity for companies to expand their reach globally. The internet is used worldwide, and companies can use it to their advantage to reach a larger audience. Although online advertising can be useful, there is also the possibility that there could be external disadvantages. The increased ability to filter and limit access to ads is a threat of online advertising. For example, pop up blockers and “skip ad” buttons allow for the consumer to dismiss the advertisement. Another threat is that data analytics could possibly lead to the advertisers making the wrong decision. For example, if the company does not use a reliable analytics tool, or do not know how to properly analyze them it can lead to wrong decisions. These wrong decisions could be that they are not creating relevant content to their target audience’s psychographics and behavior, or that they are misinterpreting who their target audience actually is. Finally, another threat might be that creating a strong online presence through advertising could lead to the creation of a negative brand image. If a company chooses to overexpose the consumer with online ads, it might lead to the consumer to think negatively about the brand or product.Discussion/ ConclusionIn conclusion the Super Bowl is one of the most watched events on television in the United States. For the past 68 years, Tide has been the most dominant and trusted brand in the detergent market. Tide took an approach which they have previously used in this years advertisement, which turned out to be very successful for the company overall. Tide wanted consumers to take away the positivity that their brand focuses on portraying. Making sure consumers got this image was extremely important to Tide as having several commercials during the Super Bowl is extremely expensive. Not only did Tide benefit from their television advertisements, they also benefitted from their online twitter campaign. Once the Super Bowl advertisement aired, Tide did not only receive publicity based off of the advertisement, they also gained it on their Twitter platform. As mentioned above, several trending hashtags started up right away while viewers were debating if the ad was staged or not. Since Tide typically targets adults in their advertisements their optimal advertising platform moving forward is most likely television ads.One reason behind using television advertisements as an optimal platform is due to the fact that they have been extremely successful with them in the past. As mentioned earlier in the paper, ad recall has been a very successful approach for the company. Many viewers are able to view an ad like the one in the Super Bowl, and automatically think of Tide (Curtis, 2017).Another reason as to why Tide’s optimal platform should be television is simply because it has been working for them for the past 68 years. Tide is the market leader and has double the market share of Gain (Grocery Headquarters, 2016). Being that ahead of the rest of the market through the approach they are currently taking, which is mainly television ads, seems to be working extremely well for the company.Lastly, Tide feels that it is extremely important when advertising that they make a connection to all Americans. Tide ultimately wants to remind viewers who watch any of their advertisements that they are here for them even in their busiest moments (Ad Age, 2017). Connecting with viewers in this way is easier done through television compared to a platform such as Twitter where the character amount is limited.Overall there is not much to find on Tide’s Super Bowl advertisements which are not positive. Due to this it would be recommended that Tide continues with their Super Bowl advertisements as they have several which are extremely well known and loved. Tide’s 2016 advertisement was positive and popular, which is exactly what the company was trying to accomplish. Because their television advertisement was so successful it caused their Twitter platform to also gain success. ReferencesAnatomy of an ad: Tide's Super Bowl stain. (n.d.). Retrieved March 01, 2017, from , Mae. (2017, February 06). Super Bowl ad winners: Tide, T-mobile. Retrieved March 01, 2017, from Benner, Katie. (2017, February 05). In Airbnb’s Super Bowl Ad, implied Criticism of Trump’s Travel Ban. Retrieved from , Tyler. (2017, February 06). Terry Bradshaw, Jeffrey Tambor Star in Tide’s Super Bowl 51 Commercial. Retrieved March 01, 2017, from , A. (2012). Tide Suits Up With the NFL. . Retrieved 23 February 2017. Retrieved from , C. (2017, February 05). The stain on Terry Bradshaw's shirt was actually just a Tide commercial. Retrieved March 01, 2017, from advertising in the U.S. (2016). . Retrieved from , Ahiza. (2017, January 25). It’s a first: Snickers to air live commercial. Retrieved from Headquarters (2016). Sales of the leading liquid laundry detergent brands of the United States in 2016 (in million U.S. dollars). Retrieved from , R. (2014). Chances Are, the Clothes You're Wearing Right Now Have Been Washed in Tide. . Retrieved from , Rose. (2017, February 1) Super Bowl Commercial Reveal: Rob Gronkowski and Jeffrey Tambor Are the Odd Couple. Retreived from , Frank. (2017, February 07). More than 111 million people watched Super Bowl LI. Retrieved on March 01, 2017, from , Emily (2017, February 06). Watch The Feminist Superbowl Ad No One Is Talking About Retrieved March 01, 2017, from Wire. (2017, January 16) Super Bowl commercials: how much does a spot costin 2017? Retrieved from , Nathan (2017, February 05). Anatomy of an Ad; Tide’s Super Bowl Stain. Retrieved March 01, 2017, from Laundry Detergent. (n.d.). Retrieved March 01, 2017, from . (2008, November 17). Tide Original Talking Stain Ad. Retrieved March 01, 2017, from WSJ. (2013, February 03). Tide: 'Joe Montana' Retrieved March 01, 2017, from ................
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