Description
Ad Analysis - Heineken and Amnesty
INTEGRATED MARKETING COMMUNICATION
The advertisement
Heineken Commercial
? Launched in December 2009 ? Won the best advertisement of the year ‘Gouden ? ? ? ?
?
Loekie’ award (Netherlands) Introduced ‘Walk-in Fridge’ Concept Sex difference – Men v/s Woman Women-wardrobe & Men-Heineken Concept of ‘Dream come true’ for men ‘Men’s own world’ free from women and tension
? Brand is mainly focused on young adult market (18-
30 yrs) around the world. ? Differentiation factor-Depicts the ecstatic and youthful feeling Heineken brings in Men. ? Heineken prides itself on three key product attributes: Respect, Quality and Enjoyment. (Value Proposition) ? Ad shows achievement oriented middle class men who are in respectable positions in society. ? Walk-in fridge full of Heineken Beer shows how the owner values the brand and is pride of his possession. ? ‘Serving the Planet’ Tagline -> ? Monotonous and Routine life ? Makes life fun filled and worth living
Amnesty International
Amnesty International
? Marks 60 Years of declaration of Human rights ? Unaccomplished mission of enforcing them.
? Poor and Uneducated children embracing armaments
?
? ? ? ?
for a living Pointed towards each and every individual who throws a party to his friends and celebrates birthday in style. Reminds you to reconsider your priorities in life Simple, Powerful and Effective advertisement Pictures speak a thousand words. Encourages you to join Amnesty and work for the people who have till now been ignored.
doc_688518410.pptx
Ad Analysis - Heineken and Amnesty
INTEGRATED MARKETING COMMUNICATION
The advertisement
Heineken Commercial
? Launched in December 2009 ? Won the best advertisement of the year ‘Gouden ? ? ? ?
?
Loekie’ award (Netherlands) Introduced ‘Walk-in Fridge’ Concept Sex difference – Men v/s Woman Women-wardrobe & Men-Heineken Concept of ‘Dream come true’ for men ‘Men’s own world’ free from women and tension
? Brand is mainly focused on young adult market (18-
30 yrs) around the world. ? Differentiation factor-Depicts the ecstatic and youthful feeling Heineken brings in Men. ? Heineken prides itself on three key product attributes: Respect, Quality and Enjoyment. (Value Proposition) ? Ad shows achievement oriented middle class men who are in respectable positions in society. ? Walk-in fridge full of Heineken Beer shows how the owner values the brand and is pride of his possession. ? ‘Serving the Planet’ Tagline -> ? Monotonous and Routine life ? Makes life fun filled and worth living
Amnesty International
Amnesty International
? Marks 60 Years of declaration of Human rights ? Unaccomplished mission of enforcing them.
? Poor and Uneducated children embracing armaments
?
? ? ? ?
for a living Pointed towards each and every individual who throws a party to his friends and celebrates birthday in style. Reminds you to reconsider your priorities in life Simple, Powerful and Effective advertisement Pictures speak a thousand words. Encourages you to join Amnesty and work for the people who have till now been ignored.
doc_688518410.pptx