Muscle Milk Advertising is Not Strong

I apologize if this advertisement is a bit too scandalous.  I don’t mean to offend anyone.  I am not sure if many of you are familiar with the brand Muscle Milk but I have had a handful of the drinks in the last few years. Muscle Milk’s target consumer would be considered young men from about 16-35 looking to gain muscle mass.  It is a drink filled with protein that is intended to be drank after working out. 

            While I analyze these advertisements I question how the company appeals to their target market.  First, the man is uncomfortably revealing.  I don’t understand why anyone would be standing in skimpy underwear as they walk through the kitchen.  Typically when I am in the kitchen I am there for a purpose, possibly to make dinner or grab a glass of water.  However this man just likes to stop and check himself out in the kitchen.

                                                                                                    

            As for the woman, I assume she is with her children.  What mother walks around in her lingerie while she watches her children play.  Her seductive look in this particular situation is relatively disturbing.  It is also odd how the children look up to their mother as if they are admiring her.  The mixture of sex appeal and cute children should not be mixed in an advertisement.

            

            In both advertisements I do not understand the poor example of photoshop.  The images of the people are obviously superimposed into the frame.  This could be a “look” they are going for, however I personally do not understand the idea.

            The main reason this ad is ineffective is the fact that a consumer has to search for what the brand is trying to sell.  It almost seems as if Muscle Milk was trying to hide the product in the background.  I believe Muscle Milk needs to make a better effort to appeal to their target audience.  

Corona Light

Corona has stayed true to the straightforward yet effective ad campaign for many years now.  There is only so much you can do with a bottle of beer and a tropical beach but they keep coming up with new ways to spin the commercial.  Over the years I believe the Corona commercials have been successful because of the simplicity. 

Typically the Corona commercials have no words and just the sound of the ocean breeze and waves crashing.  This new commercial adds a bit more to the Corona advertisement and I can’t say I am a fan.  I understand the idea behind the commercial- if you drink a Corona, no matter where you are it will take you to a state of relaxation.  Who doesn’t want a beer that can remind you of the tropical shores of an exotic place? 

My biggest critique is the racial divide in the commercial.  Maybe I am just being cynical, but is it necessary to have the black man sitting in a chair away from the other two individuals while they are enjoying the scenery?  If the approaching woman is apologizing for being late they must have been sitting there for significant amount of time.  This commercial should convey a feeling of comfort and relaxation.  Even the ending frame leaves me looking at four of the most uncomfortable people sitting drinking beers by the ocean.   Also when the woman arrives, considering the black man is sitting a seat away from everyone else you would at least expect him to hand her the beer as she takes a seat.

It seems as if Corona took a risk with this advertisement by adding words and a new atmosphere.  I understand the effort to change things up but I do not believe it was a success.  They have done a wonderful job of creating an image for a beer that people will want to drink when relaxing or in a tropical setting.  They have also created this image with a very low budget production.  Maybe it is time for them to start brainstorming for a new commercial idea.  After all there are few companies that stick to one commercial idea especially in the beer industry.

Hello Ad World

Hello!

            I started this blog a few weeks ago and realized I never introduced myself.  My name is Brian Moore and I am a senior at Marquette University.  I am majoring in Corporate Communication and getting a minor in Advertising. 

            This past summer I interned at a sports marketing company called Intersport in downtown Chicago.  I worked in the events sponsorship department, which entailed a lot of traveling around the country. I am still working occasional events for Intersport while at Marquette and I learn something new and valuable with every experience.  The world of sponsorship and advertising is fascinating. It is amazing the ideas companies are able to develop in order to brand a product or corporation.

            With this blog I hope to become more aware of the marketing communication that surrounds me along with the rest of the world.  My goal is to find marketing strategies that are unique and cause a consumer to think twice.

             My last blog on blogspot.com followed my adventurous through Europe as I studied abroad in Rome for a semester.  That blog was short lived as I quickly became wrapped up in my travels and schoolwork.   As I start a new blog I will be writing frequently and hoping to discover new forms of advertising every week.

        

                                                                 I welcome you all with open arms to continue to follow!

                                                  

What Brand Am I?

                                                               

Defining yourself as a brand is not something I have ever thought to do nor is it necessarily easy.  I would not consider myself a frequent shopper and I have rarely been loyal to a specific brand.  After brainstorming I have decided REI is a brand that most nearly reflects my personality.  I have been involved with camping and backpacking for many years now, and REI is the first place I would go if I were searching for equipment or supplies. 

       One of the greatest things about REI is they are straightforward and direct with their goals.  Since the beginning, when the store started with 23 mountain climbing friends they have always had the same goal of providing the best outdoor equipment while protecting the planet.  I like to think I am a straightforward, simple man myself.  I am not a fan of uncertainty and I like when people can get to the point.  If an REI product breaks or is damaged from excessive use the company always replaces the product with a new one.  Although their products are very durable and high quality, they understand things can break especially when you sell products that are to be used when outdoors seeking adventure.

REI is obviously very passionate about the environment.  I appreciate their dedication to being environmentally conscious as I do my best to perform little acts to save our Earth.  Every year REI donates millions of dollars to support conservation efforts worldwide.  They have a team of dedicated volunteers and store members that truly represent the company well.

       The volunteers, members and staff could more or less be considered a family.  They are a tight knit community that loves to share their passion for the outdoors.  Online, where you can share stories and connect with other individuals and in the store, REI provides a friendly, at home atmosphere.  I am a very family oriented man and I value my upbringing.  Obviously I cannot compare the REI community to the loving bond I share with my family but as far as a company can relate, they do a wonderful job.
              Through REI tip videos on their website a consumer can recognize the true culture of the company.  They are passionate about their work and show dedication to their products far more than other corporations. It is amazing how many people will volunteer their time to work for an organization.


REI VIDEOS

       While I love the outdoors and look for any opportunity to seek adventure I believe REI would be the closest brand to represent my personality.  I will continue to support the company and if you have never checked out the store you should stop in sometime.

Use the store locator to find out the closest REI: 

REI WEBSITE

Freakily Effective?

     Adweek posted an article listing the 30 "freakiest" television commercials of 2010.   I believe getting a reaction out of the audience in any way is a positive for brand awareness. Although you may not be gaining a costumer from the initially viewer, the individual is bound to spread the word. If the company or organization stirs up emotion through their advertisement it will get people talking.  They will ask their friends if they have seen the commercial or play it for them on youtube. The top 30 commercials varied significantly.  One was for Snickers while the number 1 video was a commercial for PSA's National Domestic Hotline.  

     It is difficult to think of a serious, horrifying topic such as domestic abuse as "freaky."  It certainly is a scary and sensitive topic to discuss and put air on television but it does not belong have the same "freaky" humor as the Sony Playstation commercial with a baby walking around with a grown man's body.  While I am uncertain about calling the PSA advertisement "freaky" I do believe it could be effective.  Much like commercials with horrifying images and clips to donate to starving children in poor areas, I believe throwing something serious yet disturbing in an audiences face can be effective.  Although it may not be pretty, it is the truth.  

Some of these "freaky" commercials gave me a good laugh so I hope you enjoy as it may bring back memories.

30 freakiest Commercials of 2010

The Good Old Days

I spent this weekend in Columbus, Ohio at the Kirk Herbstreit National Kickoff Classic event, which took place in the Ohio State University Football Stadium.  The event hosted eight of the top high football teams in the country.    Two games were played on Sunday and two on Monday.  As I looked on, this experience certainly brought me back to my high school days.  The student sections roaring with chants back and forth while the cheerleaders danced and the bands played.  Now, I am well aware I still have cherished days of being in college and part of a great tradition at Marquette University but it made me fear graduating.

The reason I was at the Kirk Herbstreit Kickoff Classic is because I intern for a sports marketing company called Intersport based out of Chicago.  Intersport runs the show and puts everything together for the event.  This is one of many events the Intersport conducts.  The fascinating part for me is that every event I learn something new about advertising and marketing.

For this particular event there was no title sponsor.  The four sponsors were FRS healthy performance products, Geico, Marines and Nike.  I find it fascinating the amount of dedication brands will contribute to advertising their products.  The football games were being aired on ESPN and ESPNU so the brands had an opportunity for good TV time. Intersport’s main responsibility for the event is to make sure the advertisements are visible and presentable considering the companies are paying money to be there.  As a staff member we had to set up banners that lay along the bleachers.  They measured approximately 50x50 in length to be easily visible on TV.  We also set up boards along the sidelines that displayed advertisements.  FRS was also distributed to all players and coaches. 

The world of marketing and advertising is fascinating and the newest tactics and ideas become increasingly creative and fascinating.