Question

find an example of an article ad or campaign (youtube screen shot, article in a legitime website,etc). this ad or ad campafin should reflect one of the approaches used to express a major selling idea (key reasonto buy) into an ad executionsuch as the slice of life, lifestyle, fantasy,mood or image,musical,personality symbol, techinal expertise, scientific evidence, testtimonial evidence or endorsemment. discuss how major selling idea is refleced in this ad or campagin and identify the type of excution your selected campaign reresents.

Answer 1

Taken from the Coca Cola Website:

This is the #RegretNothing campaign run by Diet Coke in 2015.

Reason to buy: The print advertisements along with Youtube Videos presented this as an aspirational lifestyle choice where seemingly ordinary people are seen to be having a good and happy experience in life. It promotes the feeling of being care-free and happy by the virtue of using the product.

Manifestation of the Major Selling Idea:

Coke has since long positioned itself as a lifestyle product and tried to associate itself with the common person trying to seek happiness in everyday life. The special offering of diet Coke lies in the fact that it has very less sugar content and therefore less in calories.

The positioning of the product is such that it tries to differentiate itself from other sugary products which are contributors to obesity and health problems if consumed regularly.

The target market for the product is health conscious people for whom drinking a Sugary beverage or a cola would be a source of guilt as it is unhealthy and would probably set them back on their diet/fitness regime . The ad specifically mentions about the zero calorie , which gets the attention of the target group.

The tag line of ‘Regret Nothing ’ against a happy background makes a suggestive link between the aspirational value of being carefree & happy and consuming Diet coke which has zero calories. This very effectively connects the consumer to the selling proposition.