Filed Under Wine Advertising | Comments Off
Scarlett Johansson, a young and successful movie actress known also as a face of Mango and celebrity ambassador for Moët & Chandon Champagne (since 2009), starred in a series of commercial photographs that are part of the new brand’s romantic campaign.
The photos were taken by British photographer Tim Walker during the photo set that took place in Trianon, a residence built by Jean-Rémy’s Moët between 1805-1817 on the Moët & Chandon Estate in Epernay, France. One of the photos presents close-up of Scarlett pouting seductively, wearing a bright-red lipstick. Another shot sees her posing on an old-style wooden staircase among the towers of champagne glasses and holding a bottle of Champagne, while wearing a sexy egg blue ballgown.
In course of the campaign three shots were created for the use in outdoor, print, and online advertising.
According to huffingtonpost.com, Moët & Chandon President & CEO Daniel Lalonde said, “Moët & Chandon, the most loved champagne since 1743, is a universal symbol of joie de vivre and success. This new campaign highlights a return to the immutable elegance and glamour that are inherent to both Moët and Scarlett.”
This is another step in the history of collaboration between Scarlett Johansson and Moet & Chandon, which is recognized as a champagne brand of cinema and the reference for fabulous celebration around the world.
Source :: popsop
This series explores advertising messages that employ specific strategies for success. Part 1 of advertising messages that work focused on special offers. This installment is about making the ultimate claim about your product – that it is the best. All things being equal, consumers want the best products. Best is a powerful marketing statement.
Every marketer believes their product is the best and will tell just that to anyone willing to listen. The problem is credibility. Best is often a matter of opinion and why should anyone believe an advertiser. In fact, it’s a claim you can’t legally make without some kind of verification.
Fortunately, there are many ways your product can attain best status. Among the most significant are rankings by organizations like Consumers Reports and J.D. Power and Associates. Statistics are powerful in that they are absolute. Top Selling is a verifiable claim. Polls also serve to establish top choices. Many other titles are more subjective in origin but still effectively create the allure of the best.
In the world of wine and spirits, the chances to compete for titles is endless. It seems at times that there are as many opportunities for awards as there are products on the market. Some are prestigious international competitions. Others are rankings by journalists or publications as illustrated above by the ad for Cantina di Negrar Ripasso. It may not be the most distinguished award but it was an opportunity to seize that title of best and use it to my client’s advantage.
The best advertising makes a single, compelling statement. When you proclaim your product as best, it’s all you need to say. Keep it simple. If you’re investing in advertising–print, broadcast or online– make your message count.
Source :: Public Image Design
Woody Allen once said, “Eighty percent of success is showing up.” Advertising works in much the same way. Show up in popular media and you stand a chance that people will recall your product when they’re making a purchasing decision. For successful brands, this image building strategy is often enough to sustain and increase sales without a specific call to action. It’s a long term approach and it’s costly. Most of the marketers I deal with are looking for a more targeted approach.
This series will explore advertising messages that employ specific strategies for success. Though the examples focus on print-based wine advertising, the principles apply to advertising in general.
The first advertising message that works is tried and true – the special offer. When the consumer considers, “What’s in it for me?”, the answer is obvious. The marketer is either selling at a discounted price or providing added value.
The Santa Margherita ad above uses the added value approach. The offer is for bonus points from a very popular rewards program – one that is proven to attract sales. But there’s more to the strategy than that. Santa Margherita Pinot Grigio is a top selling product. The objective of the ad is to attract consumers to purchase their lesser known Prosecco. To receive the bonus, both products must be purchased together. The headline, “add a little sparkle” refers to the sparkling Prosecco and alludes to the offer.
One of the challenges in creating this ad was presenting the bonus information in a way that didn’t detract from the established brand image. Santa Margherita is a mature, premium brand. Its image is sophisticated and confident. To portray that, the visual representation in the ad is simple, quiet and elegant. If this was showing up, it would be in Italian designer style.
Source :: Public Image Design