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Hey!

My name is Subba and I'm currently pursuing my degree in Advertising & Brand Management with a minor in PR. This Padlet is for my Strategic Copywriting Assignment in which I will be discussing each week's lecture topic by sharing some interesting ads and analysing them. I'm a huge fan of the advertising world so this assignment was really fun for me. I hope you enjoy my thoughts as much as I enjoyed writing them :)

Thank you.

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Opinion

In my opinion, the USP of Head & Shoulders is clearly visible in the ad above. I find the message of the ad to be to the point and highly effective due to its simplicity that draws and focuses my eyes straight to the captions on the ad. Some might find the ad to be boring and uninspired but I think it gets the job done. From the ad, I interpret Head & Shoulder’s strong anti-dandruff message and will always remember it for times to come.

Copy Strategy

Head & Shoulders have one of the most unique selling propositions of all time. Clinically proven to reduce dandruff— so simple yet so powerful. The advert highlights this idea with its headlines and what makes their statement so assuring is the social proof and use of statistics that they have displayed. Clinically proven will catch any consumer’s eye, as well as “100% dandruff protection”. With this ad, the company is trying to convey that Head & Shoulder’s Classic Clean shampoo is the ultimate solution for 100% dandruff protection and it does a good job of doing so as Head & Shoulders is almost synonymous with anti-dandruff in the minds of consumers. That’s the power of their USP copy strategy.

Reimagined Copy

Headline: "BYE BYE Dandruff"

Body Copy: Dandruff is a thing of the past.
Call to Action: Choose Head & Shoulders.
By: Subbashnee Muniswaran

References

Our philosophy. (n.d.). Head and Shoulders. Retrieved October 21, 2021, from https://headandshoulders.com/en-us/about/our-philosophy

Unique Selling Point / Proposition: Definition and examples | Snov.io. (n.d.). https://snov.io/glossary/unique-selling-point/

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Opinion

I love the headline on this ad! This isn't just an empty bucket of KFC with the company's letters jumbled around. It's also not a normal, unprompted promotion of fried chicken. This ad is an apology, and I think it’s the most creative and relatable one of all time.

Copy Strategy

In February 2018, KFC's business in the UK ran out of chicken. In this advert, KFC rearranged its three famous initials as the headline to create a hilarious albeit explicit response to its product shortage. The ad depicts a KFC bucket that reads, "FCK"— as if to say, "FCK, this is embarrassing”. Below the headline, the company goes on to apologise for what it realises is an inexcusable, if not slightly, funny failure. No business is above a good old-fashioned sorry and if you can laugh at yourself in the process, you'll only make it better. KFC's copy strategy demonstrates how to combine humility, class, humour, and ultimately company pride in a message that helped them bounce back from bad press.

Reimagined Copy

Headline: "Oops, We’re Sorry"

Body Copy: A chicken restaurant with no chicken, that’s no good.
Call to Action: Forgive us.
By: Subbashnee Muniswaran

References

Oster, E. (2018, February 23). KFC Responds to U.K. Chicken Shortage Scandal With a Timely “FCK, We’re Sorry.” Adweek.com; Adweek. https://www.adweek.com/creativity/kfc-responds-to-u-k-chicken-shortage-scandal-with-a-timely-fck-were-sorry/

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Opinion

In my opinion, this ad is appealing. At first glance, it seems to break all the rules. The headline tells us that the product is bad for us which immediately gets our attention. There’s also a sizeable chunk of body copy in the ad but it doesn’t take us long to realise that the headline ties in really well with the body copy. Unlike other headlines which usually say positive things about products, Krispy Kreme points out that doughnuts are bad for health. It uses the curiosity element which makes readers want to continue reading to find out what the ad has to say.

Copy Strategy

The copy strategy of this ad is to attract readers by placing doughnuts in a negative light, almost in a PSA manner. However, as we keep reading the body copy, we realise that the phrase "Doughnuts are bad for you” has turned a disadvantage into an advantage. The copy about doughnuts being bad for you is interestingly written in sarcasm which is not very factual, but somehow not exactly wrong reasoning too. The ad emphasises “too much of a good thing” to suggest that eating doughnuts are actually okay, and brilliantly turned their disadvantages into advantages. The body copy ends by describing their product features and a call to action for customers to continue buying their doughnuts as long it is consumed in moderation.

Reimagined Copy

Headline: "Get that Doughnut"

Body Copy: What doesn’t kill you makes you stronger.
Call to Action: Keep buying doughnuts.
By: Subbashnee Muniswaran

References

Goodbuzz: KRISPY KREME’S “DOUGHNUTS ARE BAD FOR YOU” AD. (2013, December 18). Goodbuzz. https://mygoodbuzz.blogspot.com/2013/12/krisy-kremes-doughnuts-are-bad-for-you.html

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Opinion

I really enjoy this ad’s usage of layout— I think it perfectly sums up the Covid-19 lockdown for many of us. Kit-Kat's “Have a break. Have a Kit-Kat." is one of the most famous and longstanding advertising slogans in the world and with this new ad, Kit Kat plays on that sentiment by bringing it into the current world of work. It's so topical and relatable, that it personally hurts and I just find the message of the ad to be so simple yet effective.

Copy Strategy

The layout of the ad shows a daily schedule totally consumed by Zoom meetings, with a Kit-Kat duo blocking out two slots in the middle at 3 pm. The copy strategy is simple, relevant, and completely on-brand to show the busy lives of people amidst the pandemic and to remind us to make time for ourselves and schedule break moments in our calendars. It’s the relationship that we have to our work that makes this ad copy highly effective and relatable as Kit Kat taps into our obsession with working life. This strategy with simple graphics and basic colours hangs on a sort of insight and truth, and this is what makes this idea resonate so well with consumers. The message of this ad is simple— take a break and do so with Kit Kat.

Reimagined Copy

Headline: "You Deserve a Break"

Body Copy: Here's your Kit Kat.
Call to Action: Take a break with Kit Kat.
By: Subbashnee Muniswaran

References

An unofficial Kit Kat poster urging folks to take a break from Zoom Calls has gone viral. (n.d.). Afaqs! Retrieved October 22, 2021, from https://www.afaqs.com/news/advertising/a-relatable-kit-kat-poster-made-on-spec-went-viral-because-it-pointed-towards-a-poignant-truth

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Opinion

I think this product packaging from Nike Air is really innovative and cool. It’s something I have never seen before and it almost looks slightly futuristic. In a way, what better way to protect your Nike Air than with air, right? As a consumer, I can easily understand the idea behind the concept and I love how I can see through the product.

Copy Strategy

The Nike Air packaging strategy takes the air unit outside the shoe, using the concept of a visible airbag to replace the traditional orange cardboard shoeboxes. This works well for this particular product release since it's all about “Nike is in the air”, so it’s almost synonymous from a marketing standpoint. This packaging is not only visually pleasing but also contributes to the notion of sustainability by using fewer materials. Even better, the decreased weight can potentially translate into cheaper shipping rates for online customers. The packaging ensures an optimal presentation of the shoe which consumers can benefit from. This product packaging strategy proved to be highly effective, aesthetically pleasing, and memorable in the market.

Reimagined Copy

Headline: "Choose your Air"

Body Copy: The best technology for lighter than air shoes.
Call to Action: Experience Nike in the air.
By: Subbashnee Muniswaran

References

Behance. (n.d.). The Air Packaging Concept. Behance. Retrieved October 22, 2021, from https://www.behance.net/gallery/6629637/The-Air-Packaging-Concept

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Opinion

In my opinion, the concept of this Ikea direct mail being based on a “pop-up” is really visually appealing and intriguing. By having pop-ups in the direct mail as above, there is an increased opportunity for audiences to connect with the brand and experience a sort of self-satisfaction upon completion of unraveling the whole mail. As a customer, I’m interested in engaging in this mail and opening it to find out more.

Copy Strategy

The copy strategy style of this direct mail promotes the company's products. The mail’s objective is to highlight the core values of IKEA's items as well as how simple it is to transform IKEA's products to the finished outcome.

For example, the entire setting of the bedroom is popped up with simply a flip of the leaflet which signals the ease with which IKEA's goods can be assembled. Everything in this mail is a pop-up, even the box on the make-up counter. This demonstrates the company's attention to detail and diligence. The mail clearly shows the USP of IKEA as well as the slogan "Decorating Your Home Has Never Been Easier" on the first page which ties in the whole concept of the pop-up mail together. This really is an excellent direct mail that will leave a very distinct and long-lasting impression on a customer's mind.

Reimagined Copy

Headline: "Speed Defines Everything"

Body Copy: Build your room in a day.
Call to Action: It's easier at IKEA.
By: Subbashnee Muniswaran

References

9 Most Amazing Brochure Designs You Have Ever Seen – BigShocking - Page 3. (n.d.). Retrieved October 22, 2021, from http://www.bigshocking.com/9-most-amazing-brochure-designs-you-have-ever-seen/3/

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Opinion

As a regular consumer of Clorox, this ad makes me feel warm and fuzzy. Clorox using the powerful statement, “trusted by moms,” reassures me that this product is trustworthy and I can tell that they are trying to reach consumers’ emotions with the overall appeal of the advert. With its warm colours, positivity, and optimism, this ad tugs my heartstrings.

Copy Strategy

This advert’s copy strategy is an excellent example of the Wheel of Persuasion in play. Upon first glance, this Clorox ad is nothing particularly groundbreaking. However, this is exactly what the company wants us to think as they are subtly manipulating and tricking our eyes, emotions, and thoughts into wanting Clorox wipes. Clorox accomplishes this through the usage of pathos, ethos, logos. With the ad’s bold yellow coloured font “Trusted,” we are being lulled into a sense of trust and comfort. Their use of bolding “Trusted,” and putting it in yellow is an immediate appeal to the audience’s emotions, pathos. The next two words of the headline are “by moms,” here our emotions are being tugged by making us think of our moms which is a pathetic appeal. The whole background of the ad has warm colours appealing to only positive emotions, where orange is subconsciously encouragement (to buy their product) and success (with their product which you just bought), both of which appeal directly to the buyers subconscious and hence pathos. This ad persuades buyers and conveys its call to action really effectively.

Reimagined Copy

Headline: "Designed for Families"
Call to Action: Choose Clorox today.
By: Subbashnee Muniswaran

References

Snell, E. (2019, October 4). Effectiveness of Clorox Wipes. Medium. https://medium.com/@esnell0405/effectiveness-of-clorox-wipes-4ac5cae1feb8

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Old Spice | The Man Your Man Could Smell Like (Source: InVideo 2021)

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Opinion

I love this tv ad! I find it to be really creative and funny which makes it stand out as a way to refresh the tired and sagging Old Spice brand. For me, it’s the snappy dialogue and perfect delivery from towel-clad ex-American football star, Isaiah Mustafa, that makes this ad a real winner.

Copy Strategy

The copy strategy of this ad is a smart one. The strategy behind this campaign is simple-– show a great-looking guy and tell women that he is "the man their man could smell like." Everyone knows that when it comes to bath products for guys, a huge purchaser is likely women – so instead of turning women into sex objects as Axe does to reach the single guys, Old Spice set their target as speaking directly to women. The concept is backed by sound reasoning and the ad kicks right off with the Old Spice Guy in a towel addressing the audience as women, “Hello, ladies". He goes on to make lighthearted jokes that the viewer’s man will never look like him, but if they stop using “lady-scented body wash” (a dig at Old Spice’s competition), they could at least smell like him. What follows is campy, over-the-top transitions through many sets, before the actor proclaims, “Anything is possible when your man smells like Old Spice and not a lady.” The strategy of this ad resulted in something truly memorable in the minds of consumers.

Reimagined Copy

Headline: "For yo man"

Body Copy: A new chance for your man’s skin.
Call to Action: Pick the best for your man.
By: Subbashnee Muniswaran

References

33 Best commercials of all time. (n.d.). InVideo - Online Video Creator for Content and Marketing Videos. Retrieved October 22, 2021, from https://invideo.io/blog/best-commercials-of-all-time/

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Old Spice | The Man Your Man Could Smell Like