The advertising objective is to convince biscuit users they can buy a canned biscuit that is as good as homemade Pillsbury’s 1896 Brand Biscuits. The content consists of emphasizing the following product characteristics: They look like, have the same texture as, and taste like homemade biscuits. Supporter for the “good as homemade” promise will be twofold: (1) 1869 Brand Biscuits are made from a special kind of flour used to make homemade biscuits but never before used in making canned biscuits, and (2) the use of traditional American biscuit recipes. The tone of the advertising will be a news announcement, tempered by a warm, reflective mood emanating from a look back at traditional American baking quality.
Insurance companies have a particularly hard time creating brand awareness as well as differentiating themselves from competing insurers. Insurance company Aflac Inc., was relatively unknown until highly creative ad campaign made it one of the most recognized brands in recent history. The lighthearted campaign features an irascible duck incessantly shouting the company’s name, “Aflac!” while consumers or celebrities discuss its supplemental health insurances. The duck’s frustrated bid for attention appealed to consumers, who are now paying the company a lot of attention. Sales were up 28% in the first year the Duck aired, and name recognition went from 13% to 91% in that time.
Vodka is generally viewed as a commodity product, yet the amount of brand preference and loyalty in the vodka market is astonishing. Most of this preference and loyalty is attributed to brand image. When the Swedish brand Absolut entered the US market in 1979, the company sold a disappointing 7,000 cases. By 1991, sales had soared to over 2 million cases. Absolut became the largest selling imported vodka in the United States, with 65% of the market, thanks in large part of its marketing strategy. In the US market, Absolut has aimed for sophisticated, upwardly mobile, affluent drinkers. The vodka comes in a distinctive clear bottle that is used as the center piece of every ad. Well-known artists – including Warhol, Haring, and Scharf – having designed Absolut ads and the bottle image always fits with the caption in a clever way.
Motel6, the nation’s largest budget motel chain, was founded in 1962 when the “6” stood for $6 a night. After finding its business fortunes hitting bottom in 1986 with an occupancy rate of only 66.7%, Motel6 made a number of marketing changes. It included the launch of a radio campaign of humorous 60-second ads featuring folksy contractor turned writer Tom Bodett with the clever tagline. We’ll leave the light on for you. The ad campaign is credited with a rise in occupancy and a revitalization of the brand that continues to this day.