This is our groups report about integrated promotional mix for two new products we thought of which are Pepsi can with a popout straw and a cooler bag.
Advertisements for the first product: Pepsi with pop out straw:
Radio Advertising for the second product; Pepsi with pop out straw, in two major radio channels; Noor Dubai and Channel One. The advertisement will last for an average of 10 seconds, with only the voice of one individual, sometimes male, other times female, saying the slogan “If you dare for more, do you dare to share?” in order to create curiosity and excitement for the listeners. The advertisement will be aired during the early hours of the day when students are on their way to schools and universities. Another time will be late in the afternoon when young adults are off to their usual activities and outings. The early morning air will be on the working days; however the late afternoon airing will be in weekends, for the duration of approximately 4 weeks.
Magazine advertising for Pepsi with pop out straw product, this advertisement will be published in Ahlan Magazine which features articles that are appealing to the female gender and young adults. The articles include celebrity news, gossip, travel, health tips, beauty, and fashion. This magazine was chosen because of its wide circulation and readership. The readership contains 25,00 copies per issue sold at 7.00 AED each. The advertisement will be in the MPU (Multi Page Unit) along with a small page peel. The magazine is issued on a monthly basis.
Advertising on a concession product, in this case, the popcorn cups found in cinemas. Since our main target market are people mostly interested in movies and music, the cinema is one of the perfect places to advertise this product. The advertisement on popcorn cups can inventively deliver the message using the four separate popcorn cup sizes (Medium, Large, King & Jumbo).
The cup will look like a can of Pepsi with a real straw popping out of the cup on a corner. The Pepsi logo will be printed along with the slogan of this particular product which is “Dare to share? “
Advertisements for the second product: individual coolers
Television Advertising for the individual cooler bag product will be aired in two major channels; Dubai One, which is popular in channeling movies, and Rotana, which is a music channel. The commercial will last for a total of 30 seconds divided into 10 seconds in every advertising segment. This means that only during the last 10 seconds will the advertisement be completed. The commercial will be aired evening time during working day. A detailed description of this promotional tool is found in the last part of the report titled Artistic Roughs.
Newspaper Advertising for the individual cooler bag product will be found in one of the most successful local newspapers in the UAE; Emarat Alyoum. Emarat Alyoum has a total circulation of 80,000 copies around the UAE. The print advertisement will be placed on the 11th page of the newspaper, mainly because it is the page closest to pages which are related to the target market’s interests such as movies, celebrity news and star signs. The advertisement will be in a vertical strip lasting for three months during the summer time.
Outdoors advertising for the individual cooler bag will consist of the actual size of the cooler bag which will be firmly attached to public benches around the city, for example in park benches, bus stop chairs and taxi waiting areas. The cooler bag will be automatically cooled possibly by the use of batteries. Passengers waiting for the bus or a taxi, or strollers by the park, can have the opportunity to cool their soft drinks while on the wait. To emphasize on the product branding, the Pepsi logo will be printed on the cooler bag, along with the slogan.
Artistic roughs
The detailed advertisement description is for the television advertising. As mentioned earlier, the total number of seconds that will be spent on this advertisement is 30 seconds. However, during each advertisement segment, only 10 seconds of the ad will appear, which means that only part of the ad will be aired. During the last 10 seconds, the main message will be received to viewers. Details of the advertisement are as follows:
It is a hot, humid day, and thousands of football fans have gathered to watch an important game. During the first 10 seconds of the advertisement, all the fans are jumping around with excitement for the game has just started. Seated between the audiences is a young adult dressed in casual clothing. He takes a Pepsi bottle out of it’s cooler and opens the cap. As soon as he takes a sip of the cold Pepsi, he freezes. The first segment of the ad has ended.
When the second advertisements are aired, the next 10 seconds of the Pepsi cooler bag is aired. During these 10 seconds, the young adult is still frozen and is in still motion. At the same time, all the fans around him are cheering for their team with loud excitement. The second segment of the ad ends with this picture.
During the last segment of the ad, which is the last 10 seconds, the young adult is pictured completely by himself in the stadium, for the match has ended and all the fans have left. Only then does the young man come out of freeze condition, he lowers the Pepsi bottle, smiles, and the famous “ Aaaaahhh “ sound of Pepsi is echoed from him.
