Teen ads analysis

Teen Ads Analysis

31 January 2009

Style
Of Communication to Teens

The Strategy Support Function

Edgy


Modern/
Trendy


Dynamic


Aspirational
(specially in terms of attitudes or personalities portrayed)


Humorous

Ads
E v a lu a
t io n


Brand fit
Clear Brand Benefits

Consumer insights
Sensitivities
Cool & Edgy
Entertaining
Emotional
Leaves an impression
Crates a reaction

New ideas that is unseen before
(at least regionally)


Parameters


Order of Difficulty


C ARS
C A TE G O R Y


Competitive Review – Dodge

What are the communication objectives ?
•Communicate the Cool external and internal look of the
car
1 • Entice potential sports car fan buyers

What is the consumer benefit ?
2 Cool options & cool feel

What is the brand personality ?
3 young, cool, funky

What is the big idea ?
4 The perfect sporty SUV

Competitive Review – Ford Edge

•Communicate the edgy spirit of car
1 • Build an emotional bond with consumers
• to portray the car as the “teen” car

2 Cool ride & cool moments
3 young, cool, edgy, unique, influencer
4 shake your world with Ford Edge

Competitive Review – Toyota Yaris

• Portray the flexibility abilities of the car
1 • Talk driver’s language by portraying
situations that happen in real life with a
small twist
2 Smooth Driving and being In Control
3 young, cool, witty,
4 Amazing driving flexibility

Competitive Review – Ford Focus

•Communicate the cool look and features of
1 the car
• Emphasize the edgy yet in control driving
that this car provides
2 Edgy and challenging ride experience
3 young, cool, edgy, in control, achiever
4 Raise your driving game

Competitive Review – Nissan Tilda

•Communicate the new most sold Nissan
model around the world
1 • Emphasize the external cool look and the
vast interior
• Position it as unique compared to other
compact cars
2 Modern look, vast interior, economical
3 young, cool, trendy
4 Higher your Expectations The Strategy Support Function

Competitive Review – Nissan Ex Terra

•Communicate the strong performance of
1 the car
• Emphasize excitement and edgy moments
2 Amazing performance and cool times
3 young, cool, edgy, adventurous, sporty
4 The Sports Car of those looking for edgy &
adventurous moments The Strategy Support Function

Competitive Review – Honda Accord Coupe

•Communicate strong performance & the
1 sporty car design
• Emphasize uniqueness of the car
2 Amazing performance and cool times
3 young, cool, edgy,
4 The new Norm for Sports Car

Agency’s “Cars
Category” Pick


Ford Edge Toyota Yaris

Both have a clear message, novelty in their idea, and
high on relevance

However Ford Edge with its dynamic setting & music
seems scoring higher on the impact parameter


Media Category


Competitive Review – Melody Tunes

•Creating awareness & strong impact about the launch of
the new English only station
• Differentiate the station compared to other stations that
1 might run English but not exclusively
•Create a strong emotional tie with potential viewers

2 Latest English Hits, total Entertainment
3 young, cool, edgy, yet also popular, down to earth

4 The English Station that will get into Everyone (All
English/All The Time) The Strategy Support Function

Competitive Review – ART Champions League

•Creating noise around Champions league
1 • Trigger the passion in fans
• Reinforce ART ownership of the event
2 Fever of the games is about to increase
3 cool, challenging, passionate
4 Bring the Champions League Fever on

Competitive Review – MTV Arabia

•Create awareness about the launch of MTV
Arabia
1 • Build on Local Teen insights and put
music at the heart of them
• Communicate the edgy and cool spirit of
the brand
2 A unique Edgy Music experience
3 Cool, bold & edgy, outgoing , irreverent
4 Be part of the MTV Arabia Experience

Competitive Review – Panorama FM

1 •Highlight the Panorama radio experience
• Emphasize the variety of music offered
2 Latest Arabic hits, wholesome
entertainment experience
3 cool, witty, Charming
4 Stay Tuned/Live the music

Competitive Review – ART Saudi Club

•Create Interest in the Saudi League
1 •Emphasize ART’s comperehensive
coverage
2 Pre and Post match Professional Analysis,
All Matches coverage,
3 cool, witty, Charming
4 Saudi Football the way you like it

Agency’s “Media
Category” Pick


Melody Tunes Art MTV Arabia

All three are clear in their message, impactful(they
do create various instant emotions in us) and high on
relevance ( based on very strong insights)

However Melody ad was really superior on the Novelty
front enable it to reap regional and international awards


Snickers

•Reinforce Snickers positioning as the hunger
filling and energy booster snack
1 •Attract target (& potential) through
communication via popular TV entertainment
(Transformers)
2 Hunger filling chocolate bar that will refuels
your energy, fun edgy times
3 Energetic, edgy, futuristic, Young

4 Snickers, keeps you going (Don’t Stop)

M&Ms

•Reinforce M&M’s Chocolate fun consumption
1 •Build on the fun personality of the brand
characters
•Create emotional connection with consumers
2 Delicious chocolate taste and fun moments

3 Young, funny, innovative, popular
4 M&Ms adds fun to your moments


Cadbury

•Introduce and create awareness on the new
1 Cadbury Dairy Milk chocolate bar size
•Increase likeability of the brand through
consumer related humor
2 Give yourself a break and enjoy the new
chocolate bar
3 Young, funny,
4 Cadbury Dairy Milk: Lighter, and a new size

Kinder Bueno

•Relaunch Bueno with an edgier feel targeting teens
1 •Emphasize the unique energizing taste of kinder bueno
•Build proper emotional link is being built with them.

2 Great taste that will totally make your moments more dynamic

3 Cool, Young, fun
4 Live your moments as you wish, with Kinder Bueno

Kit Kat

•Entrench further Kit Kat“Have A Break” message
1 •Reinforce its fun snack for your normal moments positioning

2 Great tasty snack for your enjoyable break times

3 Fun, young , modern

4 Have a Delicious break with Kit Kat

Moro

•Position the brand as an energy booster snack
•Exploit need state of Teen consumers (always in need to keep
1 going)
•Differentiate brand from the more active driven Snickers

2 A chocolate bar that will boost your energy

3 Energetic, young, able

4 Moro, refuels your energy

Agency’s
“Macro
Snack” Pick


Cadbury Snickers

Cadbury used humor into presenting the product and
along with snickers they had a very clear message.

Snickers, on the other hand, was very daring and
dynamic which was very relevant to the target
audience.

Bison

•Continue to build Bison as the active brand
1 that brings coolness and edginess into Youth

2 Being cool and edgy

3 Fun, cool, Young, outgoing , edgy

4 Play it your way with Bison


7 Up

•Maintain 7 Up positioning as the refreshing
beverage
1 •Reinforce the coolness nature of the brand
through Fido Dido

2 Cool beverage that will uplift your mood

3 Young, cool, refreshing,

4 Cool off your moments with 7 Up

7 up

•Maintain 7 Up positioning as the refreshing beverage
1 •Focusing on the natural part of the beverage
•Reinforce the coolness nature of the brand through Fido Dido

2 Cool beverage that will refresh you even in hottest days of the year
3 Young, cool, refreshing,

4 Nature is closer than you think

Barbican

•Reinforce Barbican as a Youth brand that accompanies you
while setting your own moments
1 •Build emotional link with consumers through natural and
personal genuine experience

2 Genuine & Natural fun moments, being one’s self

3 Young, cool, outgoing, freedom

What is the big idea ?l
4 live your life with Barbican

Boom Boom

•Establish Boom Boom as an energy drink that gives you real
1 energy
•Create awareness around the brand by using celebrities

2 An energy drink that will really boost your power

3 Energetic, Young, fun, playful

4 Super Energy with Boom Boom

Danao

•Position Danao as a fun brand
1 •Emphasize the nutritional benefits of the product

2 Smooth and healthy juice, changes your state into something
more exciting
3 Fun, witty
4 Danao is the juice to have

Magic

•Communicate that Magic is a boredom killer
1 brand
•State that Magic is a Natural energy drink

2 Long lasting natural energy drink

3 Clever, witty, confident

4 Magic, gives you energy to go on

Mirinda

•Communicate on the fun platform
1
• emphasize the extraordinary side of Mirinda
2 Great taste that takes you to another dimension
of fun
3 Young, fun, adventurous, outgoing

4 Welcome to the Mirinda world

Mirinda

•Emphasize on the fun and playful part
1 •Associate the brand with teens and their love of games

2 An amazing and playful experience

3 Young, fun, clever, sporty

4 Taste the thrill

Moosy

•Establish Moosy as a fun and cool brand for
1 the Young
•Create awareness around the brand
2 Coo times, great taste

3 Cool, fun, witty

4 Be cool with Moosy

Mountain Dew

•Maintain Mountain Dew’s positioning as the brand that
pushes you to the extreme and gets the best out of you.
1 •Reinforce the link between Mountain Dew and Young
extreme sports

2 Feel self confident and strong with Mountain Dew

3 Challenging, extreme, edgy

4 Dare with Mountain Dew

Power Horse

•Build more awareness around the brand
1 •Position Power Horse the brand that will give you energy
which will let you face challenges with confidence

2 unmatched energy, bold character
3 Energetic, challenging, confident, charismatic

4 Be ready and have the power of a horse

Rani

•Keep on communicating the dynamic aspect of the
1 brand
•Communicate vitality and challenging spirit

2 Amazing taste, energetic & Exciting experience

3 Young, fun, clever, sporty

4 A great taste that you can not escape

Red Bull

•Maintain Red Bull positioning as the energy drink
1 brand that affects your mind and body
•Reinforce relationship with consumers through the
same direction of ads
2 A drink that will refresh your mind and gives your body
energy
3 Energetic, witty, fun
4 Red Bull gives you wings

Sprite

•Maintain Sprite positioning as the cool refreshing drink
•Entrench the link between the target group (Young) and the
1 brand through teen insights
•Create aspiration by making everything possible

2 Great taste, lots of possible fun options
3 Young, fun, witty, clever/resourceful, cool

4 I do things my way with Sprite

Coca Cola

•Continue to build their Coke Side of life campaign
1 •Create menmonics that will exclusively relate to the
brand and become potential trends among consumers
2 Coca Cola will change the mood
3 Fun, lively, amusing
4 Everything is better with Coca Cola

Pepsi

•Continue to own the football platform
1 •Engage consumers and get them closer to the
football celebrities and make them crate by
making them crate their own ads.

2 Great taste, fun imagination
3 Young, sporty, fun

4 Express yourself with Pepsi

Pepsi

•Put Pepsi at the heart of Sohour Ramadan
1 • convey it in alight manner by using comedian
celebrities as endorsers
2 Extra Refreshment at Sohour time
3 Fun, witty, lively

4 Enjoy your Sohour with Pepsi

Pepsi Max

•Create awareness on the new brand
1 •Build relationship with TG (Youth) by
conveying the edgy/bold essence of the brand

2 Same great Pepsi taste, with 0% sugar
3 Young, healthy. fun, daring
4 Live it to the Max

Pepsi

•Put pepsi as a cool social drink that can fit any
1 mood

2 Great taste, mood enhancer
4 Express yourself

Agency’s
“Beverage
s” Pick


Coca Cola Mountain Dew

Both are focusing on the attitude and portraying the
brand spirit. They both used light hearted and fun
scenes.

Coca Cola on the other hand, left an impression and
created a good reaction towards the product.

Nokia

•Introduce and create awareness on the new N-
1 Series
•Own leadership in the new era of multimedia
entertainment on mobile phones
2 Ultimate Video and music mobile entertainment

3 Trendy, Multitask, able
4 The new episode of Entertainment

Nokia

•Build an emotional link between the brand and consumers
1 •Build on the equity of music players across different Nokia
series

2 Music at your reach with Nokia mobiles

3 Amusing, modern. Music loving

4 Music is between your hands

Sony Ericsson

•Introduce the new generation of Sony Ericsson with shake
control
1 •Build on the functional and emotional attributes that
appeal to target group

2 Easier control of your music in your mobile
3 Young, fun, edgy, party-holic
4 Shake it for your music control

Nokia

•Create awareness around the new Xpress series.
1 •Try to differentiate the music software in this
mobile from other mobiles, as the most
advanced.

2 Totally different music mobile experience
3 Young, fun, edgy, party-holic
4 Press play and enjoy the music

Mobily - Falla

•Introducing Falla
1 • competing with STC’s Lana

2 Better rates

4 Turn everything fun

Agency’s
“Mobile”
Pick


Sony Ericson Nokia

Both emphasized on brand attribute (Music), and had
clear message on the benefits

However, Sony Ericsson was impactful and
entertaining and very relevant to the consumer “cool
and dynamic”.

C O M M U N IC A T IO N
M A P P IN G


The Matrix
Attitude Driven

Root beer

Personal Fun/Good
Statement time

Product Driven The Strategy Support Function

An Observation on Female Ads

• F u n c t i o n a l i t y of the product is
an important aspect for the ad
• Compared to male oriented ads,
female teens ads are more
p a s s i o n a t e and less e d g y .
• Ads are e n t e r t a i n i n g but more
focused on the b r a n d
b e n e f it s .

Lipton – Chai Latte

•Launching a new product of the Lipton family.
1 • Introducing a new tea blend tea to the market
to be differentiated from competitor (i.e. Rabee
Tea)
2 3 in 1 tea blend. (milk, sugar and Lipton tea)
3 Young, fun, hip, energetic
4 Move it and Lipton Tea can make it

Nescafe

1 •Building an emotional link between the brand
and the consumers.
2 3 in one (coffee, sugar and cream)
3 Friendly, good companion, get together
4 Put some water and be refreshed

Nestle - Coffee Mate

•Building an emotional link between the
1 brand and the consumers.
• To encourage consumers to use the brand
with coffee.
2 Smoother, creamier, richer tasting coffee
3 Friends gathering, fun, exciting
4 Add a treat to your moments

Clean & Clear – Clear Fairness

1 •Introducing clear fairness from clean & Clear
• competing with Unilever’s (fair & lovely)
2 Fair facial complexion, pure and no pimples in 4
weeks
3 Fun, active and exciting
4 Fair and pure facial skin in 4 weeks

Clean & Clear – Blackhead clearing Daily Scrub

1 •Introducing new product

2 •clean up blackheads from day one
3 •Fun, Friendly
4 •Self assurance and control

Clean & Clear – Blackhead clearing Daily Scrub

1 •Emphasizing on the bad side of blackhead
2 •clean up blackheads from day one
3 •Fun, Friendly, funny
4 •Say goodbye to blackheads

Clean & Clear – Exfoliating Daily Wash

•Freshen up by using the product.
1 • giving reasons to use the product in a
testimonial style
2 •Renewing face cells, prevent pimples from
appearing
3 •Fun, Friendly
4 •Self assurance and control The Strategy Support Function

Clean & Clear – Exfoliating Daily Wash

•Introducing new product
1 • to clean up the pores in efficient way.

2 •A refreshing and clean facial complexion

3 •Friendly, cheerful
4 •Self assurance and control

Neutrogena

• a product that can clean dirt, open pores and
1 remove grease from the face all that in one
pack.
• Doctors advice to use the brand
2 •A medical treatment for acne
3 •Friendly, mentor
4 •A product the dermatologist recommend to
use The Strategy Support Function

Johnsons

1 • to show the importance of taking care of skin,
and that what Johnsons provides.

2 •The cream melt inside the skin
3 •Friendly, good companion, hero
4 •The way you touch things will be different.

Agency’s
“Female
Teens Ads”
Pick


Nescafe Nuetrogena

Both have a clear functional message of the brand.
The ads were also aspirational which had a good
relevant to the target audience.

However Nescafe is more impactful in terms of the
emotional link and in terms of revealing the brand as
the everyday hero.

Teen ads analysis

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