Marketing in Motion
17.6K views | +0 today
Follow
Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
Your new post is loading...
Your new post is loading...
Suggested by Brandon Vaters
Scoop.it!

I Am Canadian, and so are they: Molson’s new nationalist pitch

I Am Canadian, and so are they: Molson’s new nationalist pitch | Marketing in Motion | Scoop.it

Molson Coors Brewing Co.'s newest advertisement in their series of national pride campaigns is introducing you to "The Canadians". Since 1994 they have been using patriotism to create an emotional appeal for their products, beginning with the slogan "I Am Canadian". They have created a strong brand awareness with their advertisements that require very low motivation on the part of the consumer to understand, and often use humour in their campaigns to appeal to the common beer drinker. Molson Coors Brewing Company is holding contests in this campaign, asking consumers to share their stories of a time when they left an impact on another land. This contest is run across multiple multi-media platforms including Facebook and Twitter. The winner receives a trip to Dublin. This campaign focuses heavily on the emotional appeal to consumers, and targets the conviction stage of the Hierarchy Effects Model. 

 

Brandon Vaters - National Pride, Emotional Appeal, Low Motivation, Multiple Platforms, Conviction

more...
No comment yet.
Suggested by Jordan McDonald
Scoop.it!

Does Molson Really Make Their Mark?

Does Molson Really Make Their Mark? | Marketing in Motion | Scoop.it

 

http://www.youtube.com/watch?v=8WAsV0HZ0D4&feature=player_embedded

 

Recently, Molson Canadian released their new communication campaign titled “Make Your Mark”. The campaign focuses on national pride, but does so in a much different way than you would expect. Instead of focusing on the beautiful Canadian landscape or the traditional stereotypes, Molson focuses on creating the image that Canadians make their mark wherever they go. Molson’s objective for this campaign is to reaffirm their position as a cultural symbol. Experts say that brand decision-making is 50% emotional and 50% rational. However, when it comes to beer, the decision is 64% emotional. With this, my question to you is: do you think Molson has successfully created the emotional appeal that will render this campaign a success? Personally, I think Molson has done a great job of pulling on consumers’ emotions. Tying Canadians to international icons has successfully created a reason for consumers to purchase and share the Molson Canadian brand.

 

Jordan McDonald I 06004114 I COMM335-1 I #culturalsymbol, #canadian, #emotionalappeal, #makeyourmark, #brandpersonality 

more...
No comment yet.
Suggested by alexandra marinelli
Scoop.it!

Molson Canadian - The Canadians

Molson Canadian is known for making their commercials very patriotic. This commercial specifically focuses on people around the world telling stories about their memories from the night before. All of the stories included a memorable evening due to a Canadian. Molson is positioning the beer as a cultural symbol. The beer is symbolic of Canada and the pride one has to be Canadian. This advertisement appeals to emotions by creating an emotional bond between the customer (Canadians) and the brand. The commercial portrays happiness, fun and friendship based on the stories that are being told. Additionally, this advertisement takes an affective tactic by once again, evoking feelings to match the brand. Beer is a highly competitive market; therefore by Molson focusing on emotions and a cultural symbol, it allows the brand to differentiate itself from other similar products. The commercial also provides a demonstration tactic of the product in action. By showing “what happens when Canadians get together” this commercial portrays that drinking a Molson Canadian beer and hanging out with Canadians is the best way to have a memorable (or not so memorable depending on how many beers they drink) night. 

 

Alexandra Marinelli
Comm 335-001- #Campaign #Message Design #Emotional Appeal #Affective tactics 

more...
No comment yet.