Flat Earth Chips

I do not like the positioning of this brand. I do not like the slogan used, "when pigs fly". There in nothing unique about this slogan. When I hear this it does not direct my thinking to the product instead, it will only direct my thinking to the metaphor itself and to the idea of impossibilities. When assigned this topic i had no idea what Flat Earth Chips were. After looking at the commercial i remembered the commercial...not the product. I Remembered everything from the music to the woman following the little pink pig but, the product I did not. When and if this brand tries to globalize it will be very difficult. This metaphor has no meaning in other areas of the world. The company will have to find another metaphor to communicate the same idea. After looking at the website the company is already aware of this so why not come up with a slogan that is capable of easy transition. This slogan does not represent the product. Many brands are already promoting health and we are, as consumers, already aware that food can taste good and be good for you at the same time. They should have emphasized the what the product offers that others do not. Like the fact that a bag of of chips can offer a whole serving of veggies of fruits, its not a drink, not a health bar, but a BAG OF CHIPS!
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.

Marketing Ethics

There is a thin line between what is right and what is wrong when t comes to ethics in advertising. Advertising agencies are always being pushed to the limit. They are forced to be innovative, creative, and always a step ahead. When developing an ad campaign the objective is to grab your target audience. Sometimes, to do so an agency may have to push the limits a little and test the waters. Here is where I am when it comes to right and wrong.
Some feel that advertising to small children is wrong but to me the idea of advertising to small children is something I consider very clever as long as it’s done smart. Grabbing a consumer at a young age and forcing a brands identity into their memories creates a long lasting subconscious brand/consumer loyalty. Although not yet understanding of this the young consumer will forever be magnetized to this specific brand that successfully gained their loyalty. And then comes in the nag factor. Companies can often times leave it to the children to nag their folks until they get what they want. If the world was meant to make parenting easy than there would be no need for parenting!
Now on the other end of things, say that a brand like Camel cigarettes were slowly falling out of the market and their only hope is to reinvent themselves. This brand decides to target a younger consumer, one who is naive to negative effects of a cigarette. The brand tries to do this in a subliminal kind of way. The commercial they create looks to be targeted to adults, it seems that that is who they are talking to but, in actuality it is grabbing the attention of small children. In doing so, bright contrasting colors are being used and a cartoon camel is doing all the talking. Now if a child sees a cool looking animated camel smoking a cigarette what do you think they are going to want to try? A cigarette! Oh…but if I remember correctly this has already been done. By who? The Camel brand! I would blame the ad agency that created this ad but truthfully they were just doing what was asked of them. I blame the owners of the brand for choosing the ad itself. I’m sure the agency sat down with the brand rep and went over many of their ideas before settling on one. Obviously morals were nowhere present in this decision.
So when it comes down to it I think that marketing to children is okay, as long as the product that is being marketed is not harmful.

Brand Identity

CocaCola

Started in Atlanta, Georgia, in 1886 at five cents a glass. When deciding on a name it was settled concluding that the two C’s would look great in advertising. Coca cola has successfully kept up with the times but still remains a classic. It is a symbol of friendship and unity.

Core Identity:
Coca Cola is a crisp refreshment promised to excite your pallet
It is the first of it’s kind, introduced by our nation
Targets everyone of every age and race
Promotes togetherness, good times, and memories

Brand as an Organization
Good quality
Distributes Globally
Innovative

Sub brands
· Diet Coke
· Coke Zero
· Orange Coke (United Kingdom)
· Sprite
· DASANI (water)
· A&W, and many more

Logo
Coca Cola

Value proposition
“You can rest easy in knowing that The Coca-Cola Company has the right beverage to hydrate, energize, nourish, relax or enjoy your life.”