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THE ‘’ BIG AD’’ PRESENTATION By Kévin Alipui
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THE CONTEXT Ad made in 2005 The modification of Carlton Draught formula to reduce the alcohol content from 5.0% to 4.6% The need to keep the old clients and get some new consumers
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THE BACKGROUND medieval battlefield Flat ground surrounded by mountains Sunny sky
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THE COLOURS Only the colors of the brand The yellow for the richness and the enjoyment The white for freedom The red for the strongness, the energy
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THE MELODY AND THE LYRICS " O Fortuna " by the German composer Carl Orff used for dramatic or cataclysmic situations in many movies closely linked to war or fights Create patriotic feelings and excitement for the beer THE MELODY THE LYRICS show the relevance of the ad unserious content Powerful words (Big, Huge, Expensive)
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THE ACTORS AND THE AGE GROUP Ordinary people(only men) from 18 to more Target young and adult consumers Particulary men
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THE SLOGAN AND THE MAIN MESSAGE The slogan: Made from beer The main message: confirm that the product is still a good beer Tell consumers that the brand fights (the governement) to satisfy them Show that the product is what people need and want to be happy and have funny life Obstacle (subliminal message)
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WHY IS IT SUCCESFULL ? Simple words Attractive melody Using of war to make something funny
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