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- 1. P A U L A P E R E Z Case Study
- 2. Analysis Their logo is used in their font To represent their company. ‘’Life is better with cake’’ is their motto. This is In the poster because its something that attracts people And its been used for years so people know that it’s Mr. Kipling The girl is wearing pink which is The main colour of their cakes. They’ve made a billboard out of 13,360 cakes to promote their product Which gets the audience’s attention because Its different, because it stands out and because Its free food! They have also used this poster To represent their advertising Campaign. They have chosen a little girl because it attracts more Than having an elder for example. Kids are adorable And they love their product as its cake and kids tend To love sweet things.
- 3. Analysing Print adverts This is an On Brand charity. This is a Brownstone Print Advert.
- 4. Analysing Print Advert. They have used symbolical codes such as the eyes and the different eye colour. This shows how everyone is different. They have used a child for the advert because they are young and innocent and you are automatically made to feel sorry for them. The woman is helping the little girl which gives he idea that she's helping her through and that she's not alone in this. They have added the glasses onto the shot to make sure everyone knows that they have the equipment that it requires to help people. They have also used a different font for their logo which relates tot heir campaign. This advert mainly focuses on the symbolic codes instead of the written codes and technological codes. They have used a close up of the woman helping the little girl and they have blurred everything else on the background, enough for you to know where they are. They have done that to get the reach's attention onto the main situation.
- 5. Analysing Print Advert. You can tell her hair has been dyed. Its a red tone that easily stands out which links to the text on the right 'Hair colourists' meaning they are promoting their work. Also they have added their logo onto their advert 'Stilo' meaning they have their own company and they are putting it out there for people to notice their logo. Where the written code on the rights is, they have added some lines at the top and at the bottom of the text which links to their logo. This woman, is looking straight at you making you feel like she is talking directly at you, like she is trying to get your attention. They have added some more written code son the bottom left of the advert, which kind of looks like a small logo with again more information ''hair, products, beauty''
- 6. JWT JWT is the biggest advertising company in the world.
- 7. Media Campaign Task - Print Type: print Agency: Jwt Client: Mr Kipling
- 8. Link To Advert. http://jwt.co.uk/news/jwt-london-creates-an- edible-mr-kipling-poster.html
- 9. Demographic. Women tend to be the target audience for this product, usually mothers who just want to buy some cheap yet nice cakes for their kids or maybe even for themselves. People who would often tend to buy this product is people who don’t have a lot of spending power. They don’t go to buy an expensive snack for their kids, they look for something cheap that they know they can afford. Their lifestyle might consist of a single mum getting benefits for their kids or they might have an average paying job.
- 10. Advertising Company - JWT This Company was founded by Williams James Carlton in 1864. In over 90 countries this agency employees over 10,00 people in over 200 offices.
- 11. Advertising Company – JWT. Previous Work
- 12. Advertising Company – JWT. Competitors.
- 14. Audience research 3 out of 5 people would like to buy the product. 4 out of 5 people liked the advert.
- 15. Target Audience The target audience, judging the advert would be mothers and daughters as the colour pink is a big theme in this advert. Although from my audience research, I used my mum as one of the audience and she said that she wouldn’t, whereas teenagers said that it is likely that they would go and buy the product. The target audience is pretty large as most people like cakes, therefore the variety of people is pretty large. Kids are also a main target as they love anything that’s sweet, and these cakes have a layer of icing which is pretty sweet.
- 16. Distribution Channels Distributed Mr Kipling's cakes All around England at Bus stops. Appeared on the newspaper, Daily mail To advertise their product. Often found on trains, metro.
- 17. Daily Mail. To advertise on the Daily mail it costs about &35,000 on a full page.
- 18. Bus Stop Bus Stop advertising/ Bus Shelter advertising usually costs around £120 + VAT per panel per week (Min 2 Weeks).
- 19. Impact on the audience. There were a lot of people that walked past on that day where the cakes were being set up and they all seemed happy with the product. Some guy said that he felt hungry just by looking at the poster, meaning that the billboard has been a success. Although they could have been some issues with the fact that they were getting offered some caked that have been touched by people, even though they were wearing gloves they have been put on the billboard. Maybe people from up north wouldn't’t be too happy because of the fact that the advertising campaign was being done in London. There’s a video on YouTube of people getting interviewed about the billboard and there was a guy that said he felt hungry which makes you think he’d start buying more. This is a good way of advertising their product as people are getting something for free and its not just any brand of cakes, its Mr. Kipling. This would also increase awareness of the product as people will take pictures of this eye catching advertising technique and put it up on social media such as Facebook, twitter, Instagram and tumblr and so on. 'We were never going to go against the Mr. Kipling ethos that has been part of national culture since 1967.’ was one of the comment that appeared in the daily mail, so the impact on the audience has been good after the advertising campaign. And because this is a stunt it attracts more people to it which they will then take photos and distribute them onto the social media, which can only keep expanding. And there was a mum saying how her mother used to hide them when she was young but she would always find them, showing how long these cakes have been selling for and how it brings back memories to the audience which is definitely a good impact.
- 20. Legal And Ethical Issues. This advert could be offensive in the sense that is being sexist 0 little girl wearing pink skirt. Or even racist by the fact that they are all white. ‘’Life is better with cake’’ is saying that you’re not living as well as you could because you’re not having cake – this could get complaints because it encourages people to eat cake which leads to obesity. They haven’t tried to deny the fact that there’s a lot of sugar in the cakes, meaning they are ignoring that fact.
- 21. Production Process The production process consist of not just the actual billboard but all the work that has been done before to plan it all out. For example, the kept their brand slogan under their logo and also manage to come up with a new slogan for the new advert ‘’life is better with cake’’ They would have needed to come up with different ideas to get to the final one. They would need to hire a photographer, make up artist, costume designer and maybe even build the billboard to see if the cakes fitted in the space that they needed to fit. Also measure the size of the different cakes to know roughly how many they would be able to fit in one line. Another thing they would have needed to do is draw the whole poster and design it in a way that looks appealing.
- 22. ASA- They look at this criteria. Not encourage violence or anti-social behavior. Must not encourage unsafe practice. Must not portray children in a sexual way. Adverts should comply with the law and should not incite anyone to break it. Age restricted. Alcohol and gambling must not be targeted at or likely to appeal to children under 18 years old. People shown drinking must neither be nor seen to be under the age of 25. Contain nothing that can cause serious offense. Also featuring sexual imagery. Particularly that children that are more likely to see must be carefully targeted and avoid causing harm or offense.
- 23. ASA- Mr. Kipling “The debates about food advertising to children, or more specifically ads for less healthy products, are inextricably linked with wider societal concerns about childhood obesity. “ I have researched into the advert and I have not been able to find any complaints for this poster made out of cakes, however there have been some complaints about their older advert which shows a woman giving birth on a stage at a nativity play. ‘’ condone or encourage poor nutritional habits or an unhealthy lifestyle in children’’ and ‘’ give a misleading impression of the nutritional benefit of products’’ mr.kipling’s advert does not do that even though the slogan and the fact that they have made a huge billboard out of cake might give the wrong impression to kids, and making them think its okay eat all those cakes.
Notas del editor
- 'Life is better with cake' Poster / JWT London JWT created an edible Mr. Kipling poster. This entire poster was made entirely out of cakes. To be precise, 13,360 Mr. Kipling cakes, this was made outside Westfield, Shepherd's Bush on the 4th of September. This new campaign has been created to remind everyone how much happier cakes makes us, Kipling's cakes of course.
- Type: Print Advert. Purpose: Reach awareness of the charity. The meaning of this advert it to let people know that they can help 'everyone'. This advert has been made to help people with vision problems. The target audience for this advert is absolutely everyone. You can easily tell its a charity advert because of how simple it is and how straight to the point it is. Charity adverts often have a young person such as a child or an old person to show how vulnerable and innocent they are making the people seeing the advert (reach) feel sorry for this individual and wanting to help them. The process they went through was fairly easy as they simply took a photo of someone helping out a child and just basically added a picture with a sentence to inform you about it in a simply but clever was. All you need is that picture and the one over it to know that is a charity advert.
- Type: Print Advert Purpose: To advertise their Company and attract more clients. They have used symbolical codes, such as the use of a woman. This woman stands out because the is beautiful and because she's the main object in this advert. She has been positioned right in the more of the frame. They have also written codes. Such as the title placed on the right. That is the second thing that catches your eye, the first one being the woman of course. This text has been put in there to inform you more about what they do 'nail treatments' , 'waxing' and so on. ''We'll make you feel good'' They have used the word 'we' meaning they are working as a group to make YOU feel good. They used the word YOU to talk directly to YOU and to make YOU feel involved. They have used technical codes too. They have made the background black because there is nothing that you need to see on the background, not even the placement because there already enough things happening in the advert. They chose to do an extreme close up shot of her face because she is beautiful and that is what the advert is about. Beauty. This shot also allows to see more of her, hair, make up, eyes - even though they are covered you can see she is wearing black eyeliner which is part of their advert. This advert is mainly targeted at women as they have used a woman on the advert but also to men as the have 'male grooming' on their written code at the right. Mainly to young adults/adults but also teenagers and elders.
- Purpose: The purpose of this advert is to sell cakes. Form: This poster has been made out of real cakes. Genre: Is a food advert. Style: The style of this advert is simply cake. The whole poster has been made out of real Mr.Kipling cakes. Content: Cakes. Meaning: To attract people to the cakes and to encourage them to buy the product. The poster made out of cakes almost look like a sun shinning. Production Process: The woman that appears on the right side of the poster, Michelle Kibowo, is a world renowned sugar artist & cake sculptor. He says that the whole production process took about 7 hours to complete.
- People who are more likely to buy this product would be someone who is skilled working class and maybe even working class as they tend to have less spending power and Mr. Kipling's cakes are cheap and affordable, yet they have been made to look like expensive cakes which attracts these people.
- Ownership: JWT is owned by WPP, who is a British multinational advertising and public relations company with its main management office in London. Operating Model: JWT's network has nearly 10,000 employees in more than 200 offices in over 90 countries, who serve over 1,200 clients. Products: They have a different variety of products such as Nestle, Vodafone, Nokia, Kellogg's, Ford and other products such as Rolex. Market Position: biggest advertising company in the world.
- The target audience for Mr Kipling’s cakes are mainly mothers. And because of this more and more cakes are appearing in lunchboxes. High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. In the case of Mr Kipling, Premier Foods was targeting the “main grocery shopper gatekeeper of treats for households” – mothers, in other words – but its machines contained no way to prevent, say, penniless but patient teenagers helping themselves to a sackful
- My chosen advert was shown at bus stops to advertise their product to people who use public transport often. I thought this was a great idea as a lot of people, specially teenagers and elder people tent to use public transport often. The focused audience is mainly teenagers because they are the people who enjoy sweet things such as cakes more than any other age group and they also tend to have more spending money as they could work and not pay taxes. The advert at the bus stop was distributed all over the UK. The advert costs around the mark of £32,000 to £37,500 to be published on a full page. The current reader mark is around 6 million readers weakly which would come at a cost of 0.006p per person to advertise. Billboard adverts can be shown anywhere but the right place decides it if it gets noticed by the right people. I thought London would be a reasonable place to place the advert. The size I chose is 96 Sheet (40ft x 10ft) which is the biggest you can get and it would cost for a month £1,400. Mr Kipling has also appeared on the Daily Mail, which gets people to read it. For example, news papers are really useful as they are being distributed at public places for example underground. A lot of people get trains to get to places and if the journey is long they might want to be informed/ entertained so they'd read a newspaper. People who have to travel a long journey often get more hungry than people who just drive 20 minutes home.
- Apart from the actual poster they made out of cakes, they also advertised it on billboards at bust stops as its a good way to increase awareness to the target audience which in this case is everyone. A lot of people nowadays get buses, whether is teenagers, young adults, adults or elder people. They have created something different with this. This has been done in 19 different stations all over the UK. You actually get a cake free that you can eat while you're waiting for the bus or take it with you and eat it on the bus. This is a good way of advertising their product as people are getting something for free and its not just any brand of cakes, its Mr. Kipling. This would also increase awareness of the product as people will take pictures of this eye catching advertising technique and put it up on social media such as Facebook, twitter, Instagram and tumblr and so on.
- J. Walter Thompson Worldwide is the world’s best-known marketing communications brand.