teen cuisine - creative rational

CREATIVECREATIVE

Marco Santo DanesiMarco Santo DanesiRoss School of Business, University of MichiganRoss School of Business, University of Michigan

MKT 407 MKT 407 –– Winter 2008Winter 2008

Print advertisementsPrint advertisements

2 2 targetstargets2 ad 2 ad

campaignscampaigns

••MomsMoms((or parents/guardians in general; or parents/guardians in general;

whoever buys food for their childrenwhoever buys food for their children ))

••Kids/teensKids/teens(9(9--14 14 yearsyears oldold))

AdultsAdults adsads

Key Key pointspoints::

��Serious and professional toneSerious and professional tone

��Focus on health, nutrition, and emotionsFocus on health, nutrition, and emotions

��We chose to not be overly informative, but to We chose to not be overly informative, but to provide a main statement and a provide a main statement and a nutrition fact chartnutrition fact chart((based on our Pizza meal, highlighting important facts, such as fbased on our Pizza meal, highlighting important facts, such as fat, fiber, at, fiber, vitamin A and calciumvitamin A and calcium))

��The choice of The choice of imagesimagesand and slogansslogansis more carefully is more carefully and meticulously applied.and meticulously applied.

AdultsAdults adsads

The layout:The layout:

PackagePackage

MainMainimageimage

MainMainmessagemessage

LogoLogo

SloganSlogan

NutritionNutritionFactsFactschartchart

WebsiteWebsite

PromoPromo

AdultsAdults adsads

ConclusionConclusion::

��We want to convey the We want to convey the emotionemotion one one associates with associates with familyfamily, , growing upgrowing up and and home home cookingcooking, but stress the importance and ease of , but stress the importance and ease of ““ simplesimple”” and and good ingredientsgood ingredientsas a recipe for as a recipe for the perfect meal.the perfect meal.

��We want moms to feel specialWe want moms to feel special

KidsKids//TeensTeens adsads

Key Key pointspoints::

��Colorful and playful adColorful and playful ad

��Focus on images and small texts, without providing Focus on images and small texts, without providing too much informationtoo much information

��Happy, smiley teenagers and Happy, smiley teenagers and speech balloonsspeech balloonswith with short phrasal expressionsshort phrasal expressions

��Emphasis on good taste, fun and promotionsEmphasis on good taste, fun and promotions

��Fun and attractive Fun and attractive promotionspromotions

��Famous TV and music Famous TV and music testimonialstestimonials

KidsKids//TeensTeens adsads

The layout:The layout:

SpeechSpeechballonballon

MainMainimageimage

PackagePackage

PromoPromodescriptiondescription

PromoPromoareaarea

Logo &Logo &websitewebsite

SloganSlogan

TV commercialTV commercial

Key Key pointspoints::

��We were inspired by one of the teen ads We were inspired by one of the teen ads we made (#6)we made (#6)

��Based on the catchy slogan we came up with Based on the catchy slogan we came up with ((““ The party starts in your microwaveThe party starts in your microwave”” ))

��We started from the concept of a We started from the concept of a party in the microwave party in the microwave

��We wanted to sponsor our two main promotions: We wanted to sponsor our two main promotions: High School High School MusicalMusicaland and iTunesiTunes

��We used actual video clips taken from High School Musical 2We used actual video clips taken from High School Musical 2……

�� …… and a and a song from the same show (song from the same show (““ What time is it?What time is it?”” ))