Creating the Perfect Advertising Recipe

Posted in Design & Graphics

I like branding and advertising, when I was studying business this was my favourite topic, finding out what made a brand or an advert the perfect brand or advert was the best thing I ever learnt, knowing what made the Coca Cola brand stick out or why people stick to certain brands, it’s my favourite part of design & it’s what I know best.

I don’t think anyone knows the perfect advertising recipe but I think the following are some that have got pretty close to it!

In advertising now you can’t just pump out something (not many people have just pumped something out though) and hope that people want to buy the product, now it’s become a lot more. It’s now more about three things: music, message & memory.

Does the advert have the right music, will it convey the right message and will it stay in someone’s memory. There are of course plenty of ways to do this but I think, there are four adverts running currently that have got this down, they are below:

Cadbury
We all know Cadbury have really shown their worth when it comes to their adverts and this just further proves it, this came out early 2011 and I think you can all agree with me, this has all the key elements needed to be perfect.

The music is, as always a hit song and you must admit it’s so catchy – first time I saw this advert I was singing this song for days!

The message isn’t about chocolate, none of the messages are, I think they’ve really done something clever here by letting you come up with what you think it means, for me these advertisements always scream energy. Which is what sugar gives you, lots of energy.

Does it stay in your memory? Will it’s been almost a year since they released this advert and I still remember it perfectly and I love it so much I keep going back to watch it some more!

Coca Cola
Yes I know this is a huge curveball but one I think which is really worth it and I know this only comes around once a year, infact there is a cool fact about Coca Cola, they only send out 2 adverts every year – one in the Summer and this one at Christmas. But you have to agree with me here, it’s perfect. I keep saying this year in, year out – no one could do this again, no one would want to. No other brand could become a symbol of Christmas and boy do they use it to their advantage.

The music has easily become synonymous with Christmas and I don’t think anyone can disagree with that.

The meaning through and through means Christmas, be with family, wrap up warm and of course Drink Coca Cola!

The memory? Well, it symbolises Christmas! Of course it will stay in your memory it has been the same advert for the last 10 – 20 years! What more do you want?!