Kayak : Search One and Done - Inherent Drama

Ok so in class, we discussed Inherent Drama, but I was siding on the fact that Inherent Drama only pertained to companies with "characters" that visually display the inherent drama of their product and or market place.  However, after thoroughly reading more into Inherent Drama, I've come to realize that Inherent Drama is almost always there in every product, with or without characters.  Inherent Drama is Leo Burnett's approach that is meant to dramatize that essence that keeps the product alive in their industry.  Which is why, Inherent Drama and Positioning go hand in hand in todays marketing and advertising worlds. 

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

With that said, this is why I chose Kayak.  Kayak portrays the subliminal message that travel websites such as Orbits, Travelocity and Priceline serve their purpose in bringing great deals to the consumer.  A reoccurring trend that most consumers developed was their websites were inconsistant for being the lowest price.  The birth of Kayak comes to solve this problem, and in turn, "search one and done".  This messy drama of going back and forth between travel website is no more, with Kayak.

Kayak commercial

Dr. Pepper : It's Not For Women - "Positioning"

Showing an example of positioning is easier said than done, for the fact that positioning takes place in the mind of the consumer.  Therefore, in order to be a good marketer or advertiser, one must try to envision what their target audience thinks.  Heck if we could do that, we could do anything.

Nonetheless, the example of positioning that I chose to examine is Dr. Pepper.  In the industry with CocaCola and Pepsi who seemingly control the market, Dr. Pepper had to find their niche in order to position their brand.  In this commercial, Dr. Pepper launches a new advertising campaign to seek the audience of men.  Saying Dr. Pepper it has 10 flavors of Dr. Pepper and it is "what guys want".  And then continues on to say to the women audience, that you can keep the ladies drink, cause were good.

As a man, I never put any thought to the idea that men have their own drink, other than beer, but at the end of the commercial, in a non sexiest way, I was almost please to known that there is something out there just for men in a consumer world driven by women.  Not that this would pursue me to buy Dr. Pepper, ladies, but their commercial positions Dr. Pepper in their entended position.


Dr. Pepper commercial

Dos Equis : Most Interesting Man - "Image"

We've all seen the Dos Equis commercials and know the slogan, "Stay thirsty my friends".  In fact, these commercials have been airing for Dos Equis for over 4 years now, and while they do come out with new commercials, the message remains the same.

This is the perfect example for image.  Dos Equis is so effective in sending there apparent image of high quality interesting beer, that I actually had a friend in the Marine Corps who would imitate the guy from their commercial and half jokingly would say he wanted to grow up to be just like him.

Dos Equis tries to portray that their beer isn't for the likes of your typical college kid who prefers quantity of quality, no, its for me who consider themselves interesting and unique.  Whether or not this image actually helps their sales, I'd say it is highly effective in sending their message to their consumers.

Dos Equis Commercial

Collection of Dos Equis Commercials   -  Example of long term brand management, new commercials over the years, however, same message.

Dominos' : Fresh vs. Frozen - USP

Domino's pizza continues to reign on top among fast food pizzerias.  One could contribute their success to the large media awareness of their brand/company; however, they didn't achieved that with just simply advertising.

Domino's has forever been a good example of USP, unique selling proposition, with their original slogan of "You get fresh, hot pizza delivered to your door in 30 minutes or les or its free".  To their newest ad "Oh yes we did".

Fresh vs Frozen:  This commercial shows uniqueness to Domino's pizza because they claim to be one of the only fast food delivery service that decides to not "cut corners" and go with fresh ingredients vice he typical frozen.  As we all already know who Dominos are already, they are selling the fresh ingredients in an attempt to bring in new customers who might have grown old to their fast food delivery service of choice, for lack of freshness.  Buy Domino's and you'll get fast, fresh food, unlike the rest!

If the message doesn't come across as clear or plain as intended, their newest slogan of "Oh yes we did" is an unique attempt to reassure to the audience that yes, were giving up one of the industries darkest kept secrets to prove our worth to our customers.

Domino's Fresh vs. Frozen Commercial

RAM: Year of the Farmer - Pull/Soft

When I first saw this 2013 Super Bowl commercial made by Dodge Ram, I was in awe.  Furthermore, I was unaware for the first minute of who even made this commercial and why was farming advertising during the super bowl, which is so known for the years best ads.  Two days later in class we discussed what Pull advertising and soft sell was.  This is a style of advertising referred to as "atmospheric" because the layouts are more artful and less direct than the reason why.

To my knowledge, there isn't a better example than Ram's Farmer of the Year commercial.  You go almost the entire commercial unaware of whats being advertised, yet your emotions and feelings tell you to keep watching.  This message is moving.  Regardless, of the entertaining aspect, if anyone can sympathize for the farmer, and they were ever in need of a truck, I bet they'd second guess going for a Ford after this commercial.

Dodge Ram Farmer of the Year Commercial

5 Hour Energy Drink - Push/Reason Why

One can immediately feel the hard sell brought fourth from this 5 Hour Energy drink commercial.  Hard sell is advertising style that attempts a logical sale proposition which can aslo be described as push advertising, push emphasizes the reason why.  Reason why is exactly what jumps out in this advertisement.  When the "future" version of the guy on the couch explains if you drink this energy shot, you wont be tired anymore, the couch guy is still undeterred by the notion.  Then the "future" girlfriend comes and the couch version snaps to.  

Hard sell, push advertising and reason why should now become clear as day.  Most consumers who watch advertising as undeterred by the message being sent.  However, the likely target audience for 5 Hour Energy is the younger generation, and as we know, most people ages 16-26 main concern is finding someone of the opposite sex.  

If you drink 5 Hour Energy drink, the reason why you dont have a girlfriend/boyfriend (lack of energy) will be no more!

5 Hour Energy Drink Commercial