(Source: http://www.advertolog.com/oreo/print-outdoor/basic-instinct-15070205/)
Media: Print ad
Title: Basic Instinct
Sponsor: Cheil Worldwide, Seoul, South Korea
Prospects: The target audience for this ad is generation Y
as this generation would be at the age range where they can understand the
message in the ad clearly. They would also be educated and fall under middle
class and above. Besides that, the
target audience for this ad would be more open minded and fun.
Product: Oreo cookie
Problem: There needs to be Oreo cookie when there is milk,
and vice versa.
Objective: To convince audience that Oreo is the best cookie
and most compatible with milk. The reason for this objective is to increase the
number of potential customers.
Strategy: The ad uses visuals to portray the benefit of the
product which is showing the baby holding an Oreo cookie while feeding on the
mother's breast milk, emphasizing the fact that the product is milk's favorite
cookie. The benefit customer will get is being able to choose whether to eat
the cookie alone or side it with milk for maximum satisfaction. Besides that,
customer will also benefit from being able to consume two different items that
match well together.
Tone: As the ad does not contain much words, the tagline
which appears at the corner of the ad shows a confident and convincing tone. It
is also very direct and suggestive. It tells audience straight to the point
where the product is milk's favorite cookie and also indirectly suggests
customer to match it with milk while snacking on the product.
Brand character: The brand reflects a fun and interesting
character. It also shows a daring and adventurous side of the brand as the ad
uses sensitive visuals that might not be accepted by audience.
By: Ng Yee Peng
