FInal Project

Analysis of Project in the Real World

The idea of this advertising campaign is to attract real people and get more people interested in Monster as well as the many action sports that Monster stands for.Branding is the creation of a comprehensive, strategic, and unique program for a brand or group, with an eye toward building a relationship with people based on how they experience—interact and use—the brand or group.” Ch.4 pg.2 Landa R. Advertising by Design People always like to think of their lives as more then what they are due to wanting more then what they have. It’s a way to build relationships loyal customer relationships for a new customer base. “A brand or group with character that differentiates it and builds a relationship with the audience.” Ch.4 pg.2 Landa R. Advertising by Design. “Re-leash your inner monster,” will be a new platform for people to live by not just the average Joe and the action sports stars as well it can give people the inspiration to bring back their exciting side or even the push for a supercross star to go back to when they were winning so they can win again. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience. It is both an armature and a point of departure for differentiating and connecting with the audience.” Landa R. Advertising by Design Ch. 4 Pg. 3

Creative Content

The creative process to get across the message that Monster is trying to show is going to be presented in print advertising as well as commercial advertising. “Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking.” Landa R. Advertising by Design Ch. 2 Pg. 6

 Both are going to be similar in their main idea but presented in different formats. “The design serve to catch the viewer's attention with its atypical appearance, but its form and content are completely interdependent.” Landa R. Advertising by Design  Ch.2 pg.3The print advertising will consist of a man sitting in an office drinking a monster energy drink with a thought bubble of him picturing a Monster race event with Monster girls with the slogan Re-leash your inner Monster. The idea I have for an ad campaign is to show an average Joe experiencing the life of a supercross star just from drinking a Monster energy drink. The idea I have for a commercial is to show a hand opening a Monster Energy drink and then you are taken inside the world of a Monster supercross event lots of people, loud music, fans screaming, and Monster girls. “The creative process needs to attract consumer attention and give reasons why they would want your product.” Landa R. Advertising by Design You see a guy do a flip off a high jump then he lands takes off his helmet and it switches to Monster girls spraying the guy with water while he is ripping his shirt off. Then you are brought out of the Monster can into an office with the same guy that was being sprayed with water by the Monster girls. As the shot is being brought out of the can he is removing the Monster can away from his lips smiling. Then switching to the slogan, “Re-leash your inner monster.”  Just an average guy in an office being woken up and brought into a whole new world that many men can only dream about just from drinking a Monster energy drink. “Rather than approaching individual marketing and advertising applications as isolated design solutions, branding encapsulates a strategic imperative, to make every application contribute to the entire effort—to the brand story—and therefore to a person's experience with the brand.” Landa R. Advertising by Design Ch. 4 Pg.2 

Promotion

The idea of the promotion process is to promote to the average man. There will be print advertising as well as commercials. “Consumer advertising and promotion are directed toward the general public” Ch.1 Pg.5 Landa R. Advertising by Design For both advertising people that will be needed is an average office working man as well as motocross racers even some famous supercross racers to get the whole affect of a monster energy competition race and of course their needs to be the Monster girls. By observing many Monster customers they like to think of the life as if they were being sponsored by Monster themselves or at least imagine it. “People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies.” Ch.3 pg.1 Landa R. Advertising by Design The promotion will take place during the summer when most motocross events are taking place to give an everyday man sitting in the office the idea that he can get a break and have a good time during the summer just by drinking a Monster energy drink. “Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas.” Ch.3 pg 4 Landa R. Advertising by Design As well as giving men a moment to remember their most exciting times in life by using the campaign slogan “Re-leash your inner monster.” The main verbal message is called the line or headline. Most people refer to this line of copy as the headline, because in the early days of advertising it usually occupied the top of the page. Today's art directors experiment freely with composition—a line can be positioned anywhere on the page or screen.” Ch.11 Pg.1 Landa R. Advertising Design

Competitive Analysis

The biggest competition for Monster Energy drinks are Red bull, Rockstar, 5 Hour Energy and Bawls. “A position that takes into account both the brand's (or group's) strengths and weaknesses as well as those of its competitors.” Landa R. Advertsing by design. Ch.4 Pg. 2 Each energy drink company advertises differently though Red Bull and Rockstar aim for the same customer base as Monster. All companies advertise similarly all focusing on more of extreme sports suck as supercross, snowboarding, bmx, skateboarding and surfing. With the competitors having similar advertising campaigns and sponsoring in the same sports. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.” Landa R. Advertising by Design Ch. 4 Pg. 2When it comes to performance beverages, image is everything. When a store has hundreds of drinks t choose from yours has to stand out. “An overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity.”Landa R. Advertsing by Design ch. 4 Pg. 1 Monster's claw-shaped M logo is planted on a variety of "action sports" athletes like surfers and motorcycle racers, effectively targeting energy drinks' prime demographic. While Monster is targeting the demographic that do action sports why not branch out and reach the average Joe to make them feel like they could be action sports stars. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience.” Landa R. Advertising by Design Ch. 4 Pg. 3

The Big Idea

The idea of this advertising campaign is to expand the target market of Monster Energy from action sports to an everyday man. “An effective ad is driven by the underlying concern.” Ch. 5 pg.1 Landa R. Advertising by Design Every man would like to think of their life as if they were and action sports star so why not let them have that by just showing that from drinking a Monster Energy drink you are already on your way. “One can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages.” Ch.5 Pg. 2 Landa R. Advertsing by Design Monster has entered into this market by using their apparel to not just be for the action sports stars but by putting t-shirts and hats into malls for all people to get. It will be a good way to attract customers in a different way then what the competition is doing. So that other consumers will be able to understand what Monster Energy is a part of without them knowing fully. “To clarify, to make it easier to understand.” Ch.5 Pg. 13 Landa R. Advertising by Design. In order to know how to advertise the idea and who to you have to know how people and how your customer will react to certain advertising ideas and in everyday life. “We've known since Darwin that animals are basically machines for survival and reproduction; now we also know that animals achieve much of their survival and reproductive success through self-advertisement, self-marketing and self-promotion” Pg. 3 ch.5 Landa R. Advertising by Design

Slogan: Monster Energy Drink

“Re-leash your inner Monster.” That is my slogan for my Monster Energy Drink commercial which is going to be advertised towards the everyday man. Mainly targeting men between the ages of 25-40. Every man with a steady job and or family thinks back on their lives when they were younger and how crazy they once were and the things they did and what they wanted to do. So the commercial will show that just by drinking a monster energy drink you are re-releasing your inner monster  for the time being to rejuvenate the energy you had before you had a full-time job and a family. The ad campaign will be to re-leash you inner most crazy dreams and thoughts of what all men picture what they wish their life was like.