Message Design
The ‘Message design’ segment of the advertisement serves to guide the audience from the headline through the text and on to the call to action. It is crucial that the text in this section clear, large and legible enough so that the message is communicated as desired. Thought is given to where and how the message design will be perceived, whether from a distance or among other adverts, and appraised accordingly in this context. This section gives equal priority or significance to the words and graphics/images carried in the message.
The product launch promotional campaign is by Pepsi Max and Doritos and involves three consumer-generated 30 second spots for either brand. The promotional campaign would feature two of PepsiCo’s own brands, Lemon-Lime Pepsi and the Five Spice Doritos in a single advert. This product launch promotional campaign will use the following sets of messages: Radio, Television, Magazine, Billboards, Web campaigning, launch event and promotional materials. The radio, television and Web spots will emphasize “no sugar” message in the lemon and lime Pepsi Max soft drink and the of the spiciness of the Five Spice Doris chips. As such, the advert will open with the line “maximum taste, no sugar meets fiery and delicious chilli-seasoned”. This serves to immediately get to understand the products being promoted – a soft beverage and different flavoured spicy chips.
The 30 sec television will feature a couple dressed in swim suit having good time at the beach. The female character first takes a half bite of Five Spice Doritos chips before feeding the remaining half to her boyfriend. A close-up of a Pepsi Max Lemon and Lime being opened by the gentleman follows. This rapidly transitions to a medium short showing the man giving the drink to the lady, after which he takes a sip himself. The couple are startled by the deliciously sour taste in the mouth as a result of the effects of the lemon and lime beverage and spicy chips. This idea will have to be effectively relayed through visually creative and clever use of both human subject and Pepsi imagery.
Success of our dual product launch promotional marketing would be the effective linking of the two products to the ultimate satisfaction for the buyer. Secondly, we would seek to engage the buyer through a several touch points in our store by using graphics with the same visual look and feel so as to capture and remind them about their shopper journey. Lastly, we would use “Lemon Lime Spicy” as our strong Call to action, meant to challenge the buyer to try the experience of “deliciously sour” at different impulse locations. The radio spot will replicate the TV spot in a manner comprehendible by the listener. The campaign will be produced by professional advertising agency, and begin airing from August 2014 through to October 2014.
Evaluation
In undertaking this dual product launch promotional campaign, we have harnessed the sales forces of two top brands, Pepsi MAX and Doritos. In evaluation, we seek to track the effectiveness of the promotional campaign and thus the cumulative effect of the advertising. Therefore, we shall seek to track sales from the point before launching the advertising, and make comparisons of the figures to the sales figures we will achieve during the running of the campaign.
For the print campaigns (i.e. magazines, t-shirts), we shall make use of coupons so as to effectively track the number of customer exposed to the advertising. The coupons, which will basically provide discount to customers, will be easily tabulated and provide us with tangible evidence about the level of effectiveness of our advertising campaign. Across all media, however, we shall use a type of coupon in the form of encouraging customers to testify about their exposure to our adverts, to which we shall award a 5 percent bonus on their purchase of Pepsi Max lemon and lemon and Five Spicy Doritos.
In addition, we shall make sure to use arguably the most reliable and easiest technique of tracking the overall effectiveness of any given media campaign – Surveying customers. In this regard, we shall ask our customers how they came to know of the two products, whether they saw an ad or were told about it by their friends or family. We expect reliable feedback considering that consumers often appreciate like to be asked to give their firsthand account or input.
Probably the most telling evaluation of the effectiveness of our advertising effort would result from assessing the degree of achievement of our aim and objectives for the promotional campaign. We shall deem our effort successful we manage to increase our overall market share with the soft drink and potato chip industries as measure by increase in profitability. We would also gauge if we were successful in achieving to increasing target market’s awareness of the new PepsiCo products by 60 per cent at the end of the promotional campaign. A 20 percent in the sales of Pepsi Max lemon and lime between November 2014 and January 2015 will signify success of the advertising campaign. Also, we consider the effort worthwhile if, by December 2015, we would have gained 50 percent market share of the cola flavoured drinks.
