Red Bull : Team Red Bull, Gives You Wings - Positioning

To the untrained eye, you watch a Red Bull commercial and ask yourself, "What in the heck does any of that have to do with an energy drink?".."Red Bull is an energy drink, right?"

In fact, Red Bull is an extremely popular energy drink, however with arguably that best example of "positioning" Red Bull is better known for their extreme Team Red Bull.  Team Red Bull is known for extreme sports or athletes.  Still you might be asking yourself the same questions as before, energy drink = extreme?  

Red Bull's slogan is "Gives you wings".  This isn't supposed to be taken literally, but more metaphorically.  Team Red Bull is for people who push the limits, people who dream about achieving the impossible.  Red Bull gives you wings, means if think about Red Bull, you'll think about all these crazy stunts and extreme athletes who are sponsor by Red Bull and "probably" couldn't achieve these feats without the energy from Red Bull.  Obviously, that last past is fictional, however, this is how Red Bull's advertising is meant to position themselves by their target audience.

Red Bull Commercial

Jack Daniels: Friends - Advertising Strategy/Image

Jack Daniels recently has launched a new Advertising Strategy, which envolves "image" as well.  Advertising strategy is how the advertiser plans to fulfill the objective.  It can be written for media, creative, sales promotion, public relations, production, etc.

In this example, Jack Daniels is attempting to have consumers think of Jack as a friend, or person.  This is the "image" Jack Daniels wants associated with their brand.  The first commercial shows how Jack Daniels has been the whiskey of choice for multiple rock stars, and numerous other idols we mortals look up to.  Which any normal human being would then make the connection that Jack Daniels is a friend and any friend of Jack is a friend of mine.

The second commercial shows this message without noise.  The message and intent is clear.  Jack Daniels = friend.  This commercial is slightly older than the first, however the objective remains the same.


1st Jack Daniels Commercial : Legend Tagged
and
2nd Jack Daniels Commercial : Friends

Harley Davidson: Stereotypical - Inherent Drama/Target Audience

Inherent Drama as discussed in prior post is; in order to properly position your brand, you must find the inherent drama to communicate your message to your customers.  In this example, Harley Davidson's message is clear, freedom through Harley.  However, Harley Davidson throughout the years have caught a stereotype for their target audience.  Most of Harley's customers are freedom seekers and can sometimes be listed as prior military.

This is why Harley Davidson put this new commercial out.  The inherent drama coexist with their target audience because they want to break through the stereotype that you must be a outlaw, prior military member to be Harley worthy.  Here in this commercial, Harley gives numerous examples of people whom you would not typically stereotype with being a biker.

Furthermore, Harley does an extremely well job on research of whom their target audience is.  Although, Harley Davidson is trying to break through a stereotype, they still understand the important ability of identifying their target audience who is most inclined to purchase a Harley.  You wont typically find a Harley Davidson commercial on durning The Bachelor or American Idol.  However, if your an MMA (mixed martial arts) fan, I dare you to tell me a time you've watched a fight night without a Harley Davidson commercial.

While Harley Davidson recognizes their inherent drama of stereotyped customers, they portray an image that anyone is welcome to purchase and ride a Harley.  At the same time, they are able to correctly identify whom their primary target audience is.  Hands down, one of the best examples of correctly advertising to their target audience.

Harley Davidson "Stereotypical" Commercial

Dodge Dart: Sponsor Car - USP

As soon as I saw this ad by Dodge Dart, I immediately recognized it to be a superb example of USP (unique selling proposition).  The commercial is titled "How to change buying cars forever" should provide some insight as to the unique selling proposition itself.

Clearly, the uniqueness about this ad, is unlike ever before, you can have people sponsor parts of a brand new Dodge Dart that you have personally built online.  Which is exactly how they intend to sell more of these Dodge Darts especially because it is another great example of reaching out to their target audience, younger adults.  The stigma that goes with being a young 18-24 year old kid is you dont have much money, therefore, by making a car that works just like a wedding registry, you can offer a unique selling proposition like never done before in an automobile industry that generally cost at least 16,000 dollars to purchase.


Dodge Dart Sponsor Car Commercial

Hooters: Step Into Awesome - Inherent Drama

So almost all of us should naturally associate Hooters with wings and uh "females".  However, I do not believe that just attractive females and wings are the only inherent dramas for the Hooters franchise.  Especially, in a capitalist economy, where new competition frequently emerges, you must constantly change your inherent drama to co-exist in a specific market.

In this AD by Hooters, you can easily see Hooter's new inherent drama.  Their new found competition is none other than Buffalo Wild Wings.  If you compare BWW's commercials, they attempt to say their establishments are the best place to watch sports, because they themselves are sport fans.  Naturally, male sports fans are Hooters intended target audience.  Therefore, I believe this new advertisement Hooters has put out is an attempt to shift their inherent drama toward being a establishment where males can come and enjoy beautiful women as servers, eat delicious wings and NOT be hassled by annoying sports fans, unlike their competitors.

Just a reminder what the definition of inherent drama is:

In order to properly position ones brand, you must find the Inherent Drama to communicate your message to the consumers.

Hooters Step Into Awesome Commercial
compared to
Buffalo Wild Wings commercial

Jeep: 2014 Grand Cherokee - Pull/Ethnography

Jeep is notorious for commercials that go above and beyond, in advertising lingo we call this "pull" advertising.  For obvious reasons, Jeep wants you to feel the emotion that comes with the Jeep tradition.  Above all else, they want you to remember that Jeep is all that is American.

Ethnography is a description of a society's customary behaviors, beliefs and attitudes.

In this Jeep commercial they use Al Pacino's quote from Any Given Sunday, which is notorious for motivation, "pull".  However, what sticks out more than anything in this commercial is when they go on to describe how every inch, every mile they chip away to refine the craftsmanship that goes into making the American Jeep.  Mean while, the video portrays hard working American's who seem to take great pride in their craft, which we are to believe Jeep does the same.

American's, the fathers of hard blue collar working = Ethnography.


2014 Jeep Grand Cherokee Commercial