Posted on by Judy

SUPER BOWL LII Ad Assignment – Extra Credit As you know, Sunday’s SUPER BOWL is as much about the ads as it is the game. Pick your favorite SUPER BOWL LII commercial and answer the following questions: 1. Describe the ad, the company, the brand, and basic message. 2. What consumer needs were identified? 3. What was the target market and how was this market shown in the ad? Describe the demographic and psychographic characteristics you think the ad targets. Explain why you think this. 4. Explain why you think the advertiser has targeted this group and chosen the Super Bowl to do so. 5. Do you think this advertisement is effective at gaining the attention of the target audience? Explain why or why not. 6. Did the ad present a call to action by the consumer or merely try to present the brand? If the ad did call for customer action, what action was called for? 7. What particularly did you like or dislike about the ad? 8. Was the ad designed for the Super Bowl Sunday only, or can it be re-used? 9. And now the $5 Million Dollar question (remember the average 30 second ad cost the advertising company on average $5 million). The purpose of the advertising and marketing behind this commercial was probably to inform, reinforce past behavior, change behavior, and create sales. In your opinion, will the ad you have chosen do these things? Why or why not. What do you think could have been done more effectively?

1. the ad :
the ad chosen here is the super bowl 2018 commercial for Doritos and Mountain dew. actors Peter Dinklage and Morgan Freeman promote Doritos new blaze flavor and Mountain Dew Ice respectively. while Dinklage throws down Busta Rhymes’ speedy verse from Look at Me Now, Morgan comes through with his rendition of Get your Freak On.the ad seems to show Tyrion Lynister and Lucius Fox spit fire and ice on each other.
company and brand :
the Doritos is an American brand of flavored tortilla chips with Nacho Cheese as its original flavor. it is a wholly owned subsidiary of Pepsi co. and parent company Frito Lay. the new variant in the ad is Doritos new Blaze flavor which is said to contain complex flavor and heat that builds with the crunch. on the other hand Mountain Dew is a soft drink owned and produced by Pepsico. the new variant Mountain Dew Ice is a fizzy pop, tanslucent, carbonated , lemon lime soda with a splash of real juice. the two brands contrast each other as fire and ice which is potrayed strategically in the ad.
the basic message is a sense of rivalry to promote the brands. it is a clash between the hot and cool, fast and slow, crunch and liquid, blazing fire and ice.
2. consumers expect their snacks and beverages to be more variant. consumer utility especially in case of food is quite volatile and changes frequently. consumer needs identified here are need for change , the basic being change of flavor. and extra spicy version of the classic Doritos and extra icy and fizzy verson of MTN Dew is exactly what the customers might need.
3. the target market was basically the ignited generation .the ad based in america implies it targets anyone and everyone with a taste for Doritos and Mtn Dew. Doritos more specifically targets the lower income, African American and lower middle age as depicted by the Busta Rhymes. Mountain Dew focuses primarily on 18 old males who embrace excitement and adventure.
4. this target group in my opinion is chosen as it is basically this age group which is keen into change. they desire innovation. this can help the brand expand and also retain customers while attracting new ones. and the contrastic clash between the brands provide the perfect fit for a complete snack time. there can be no better way for this than super bowl where Doritos has successfully kept lead in the past which can prove advantageous for the brand.
 
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