Tag Archives: advertising

If I was in Charge of Marketing Sour Patch Watermelon

Occasionally, I eat Sour Patch Watermelons. They sweet, sour and chewy. Their main competitors are Skittles and Starburst. Like every business, the Sour Patch brand would most likely want to expand their market. But how could Sour Patch get new people to buy their candy, and also get existing customers to buy more? Perhaps even steal Skittles and Starburst customers.

The first thing to do would be to get people to overcome their mental barriers to eating and buying Sour Patch Watermelons. Some people might not like the taste, or might think they don’t like the taste. Here are just some of my ideas that Sour Patch Watermelons could use. Secondly, I would want to give Sour Patch a positive view to people. Granted, they might not all be the greatest idea ever, but it’s at least worth considering.

Scenario 7: Sour Patch Watermelon Desserts.

Sour Patch could host a dessert competition that would would target moms and perhaps help them overcome their apprehension of buying their kids sweet and sour candy. It also might make the moms think that an occasional bag of Sour Patches isn’t going to kill them, and it’s something that can be incorporated into a dessert. The competition would feature the first, second, and third place winners receiving a prize. Recipes with pictures would be posted to the Sour Patch website.

Advertising for this campaign would consist of posting competition details on mom blogs/websites  and cooking blogs/websites. The advertising would also be a link featured on blogs and websites that individuals can share.

Scenario 2: Free Sour Patch Watermelon Vending Machine

Sour Patch could post several vending machines in certain areas, like schools and movie theaters. The vending machine will have a button that says “Try Me,” and when pushed, it dispenses candy. This would be a temporary promotion. Once kids and buyers get used to eating Sour Patch Watermelons, they’ll start buying it more often.

Scenario 3: Interactive Sour Patch Blog

This would be a website where people, teens, and kids can submit content of sweet and sour things. For example, a sweet picture could be of a kitten sleeping with glasses on. A sour example could be of a video of a cute kid acting up, or a hamster biting someone’s finger. The point of this blog would be to build a loyal fan base with humor. Thus, whenever Sour Patch wants to post information about their up coming products and events, they’ll have an audience to talk to. Advertising would consist of advertising on similar, funny blogs.

Scenario 4: YouTube Sketches

Building a large subscription on YouTube is a big deal. If you deliver consistent content that’s interesting, people are going to subscribe. Most of the users of YouTube are young; it’s the perfect age group for Sour Patches target audience. The channel will be a comedy sketch channel that’s updated every month, or at least, every time a funny video is made. The video will not necessarily be blatant advertising where only commercials are posted, but a channel that has funny videos with the candy incorporated to some sketches.

Scenario 5: Squirrel Campaign

This idea would change people’s ideas of Sour Patches Being lame. This campaign could showcase a commercial where there is a world shortage of Sour Patch Watermelons because all the squirrels are snatching them up. If a kid does find a case of Sour Patch Watermelons and tries to eat it in public, he would be attacked by a pack of squirrels. People, especially kids and teens usually love squirrels. Squirrels are portrayed as hyper-active and crazy. This ad would be random, funny, and perhaps give people an urge to buy a pack of Sour Patch Watermelons.

Scenario 6: Air Balloon Publicity Stunt

This stunt would consist of an air balloon unexpectedly hovering over an outdoor school announcement meeting. The balloon would drop/pass out candy to all the kids. The children’s, teen’s, and teacher’s facial expression will be recorded. Sour Patches could also donate money to a certain department of the school, like donating money to build a cool playground. Sour Patch could call the local news media to come out to the school and record what happened. This would all be recorded and posted on the Sour Patch website and on YouTube. Sour Patch would also write a press release of the event so that news media can report on the information.

Scenario 7: Classroom Stunt

Sour Patch to could go to several different school and invade a classroom in session. A big Sour Patch bag accompanied by a DJ and back up dancers could pass out Sour Patches to kids in several classrooms. This would be recorded and posted on the Sour Patch website and on the YouTube channel.

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Wexley School for Girls

No, Wexley is not an actual school for girls, but Wexley School for Girls is an ad agency, if you can describe it as that. Wexley is far from traditional. Tired of old generic, billboard ads, a lot of their promotions are guerilla style advertising. And it seems to be working.

One of their campaigns was to promote a lesser known ski resort. Rather than going out and buying out ad space, Wexley decided to hire actors in ski outfits and put snow in a down town area in Texas. Their stunt not only drew attention from pedestrians but it got media coverage as well.

I love their style of advertising. It reminds me of my days in the Fine Arts department where they encouraged rule breaking and taking a risk. My art teachers would often rave about pasting unauthorized artwork on local businesses and bridges.  Illegal but it was spreading the word of art. Wexley is an example of passionate individuals who challenge themselves and the old way of doing things.


The Future of Advertising

Ever since the popularization of the Internet, Advertising has changed drastically. But that doesn’t mean that the people involved in advertising have. There seems to be a great divide between those who have embraced digital advertising, and those who have not. It seems to be a case of the old having a hard time adapting to the new.

Fast Company’s article “The Future of Advertising” relayed how many seasoned advertisers are in fear of losing their job. The article mentioned of a Swedish company called Hyper Islands, known for making creative digital media, opening a New York school. Most of the attendants are  middle aged individuals who have been working in the industry for 10 years.

One part of the article that struck me was in one of their meetings, almost half of the students didn’t know what twitter was. That came as a shock to me. How can an advertiser afford not to know what twitter is? Do they even know that in blogging, there is one space between sentences and not two? Today, society is extremely segmented and traditional advertising isn’t always the answer. What used to work, is no longer effective.

For me, though, this news is rather encouraging.  I don’t have a lot of experience making high-end TV commercials or magazine ads, but I do spend a lot of time on the Internet.  I tweet avidly, facebook, have several tumblr sites, blog, follow youtubers, and more.  I love and adapt to new things.  Change is good, especially technological improvements.  I hope that as I get older, I will be able to keep adapting to change.