Originality
‘An original ad comprises elements that are rare, surprising, or move away from the obvious or common place’ (Reinartz & Saffert 2013, para. 5).
The work created in my original story board didn’t necessarily display elements of rare or move away from the common place. The only surprise element seen in this story was the dropping of the vegemite and cracker.
To create a stronger rare element in my story, an animal or other character could be added. Maybe a bird swooping down to get the cracker and vegemite from the main characters hand. To move away from the obvious or common place, the bird could transform into a human who wears a branding of a product competitor or even a superhero that wants to save the day by destroying the vegemite and cracker, only to save the day by replacing it with something better, vegemite flavoured crackers.
The packet of crackers is more on the go and less messy with resonates with the convenient and on he goes lifestyle most people seek nowadays.
‘Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated’ (Reinartz & Saffert 2013, para.11).
The blending of originality and elaborating on the idea of the character addition, created a more intricate and complicated story.
Target Audience
With the addition of a possible superhero character, it naturally targets a younger audience. With the small lunchbox size packets, consumers such as school aged children/teenager (aged from 5-17) would use and consume this product.
Specifically zeroing in on the younger primary aged students (aged 4-10), the superhero figure especially would appeal to that age demographic. Because of this, parents and families would be influenced to buy into the story based on the marketing to their children.
The typical income demographic this would appeal to would be lower to middle class earnings, those who are working class families, who work full time and are seeking a quick snack to put into their child/s lunchbox/s.
Typically, upper class families with a higher income buy into brands especially if it is associated with something their child is interested in. To market better to this demographic, vegemite shapes could create more mainstream superhero crackers that appeal to the children or resonate familiarity with the parent.
SMP
To sum up the single-minded proposition (the single most important message), it can be said that the Shape’s new Vegemite crackers, makes life better by showing off how much better and more convenient it is. It makes the consumer feel like they are buying into the best of both worlds, making the child happy aswell as making their life quicker and easier.
Adding to SMP
To add the SMP with a stronger message in the story board, the convenience aspect could be highlighted stronger. In the end of the story board, the parent could be throwing the packet of vegemite into the lunch box without having to package crackers and vegemite and finding it in the lunchbox half eaten and messy at the end of the day. Then the superhero could stand with his arms on his hips holding up the crackers, with the words such as; ‘easy for the whole family’.
Multiculturalism
Australia is more and more developing into a multiculturalism society. With this comes, the need for more marketing and advertising to address and capture the attention of more of society. Australian advertising is doing a good job at showing and portraying more religions, races and cultures within advertising. Take Dove as an example, their ‘#showus’, is including many different races and cultures blended with a wider range of those with disabilities and what the world would call “flaws”. (Dove, 2019)
It is important for Shapes to be a globalised brand: ensuring ‘consistent branding supersedes cultural differences’ (Altstiel & Grow 2017, p. 125)
Dove. 2018, ‘#showus campaign’, Dove Australia, retrieved 21 November 2019, <https://www.dove.com/au/home.html>
Alicia Faulkner CBC Platform 