Targeting Me_Celebrating Diversity.edited

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Student’s Name Professor’s Name Course Date Advertisement Analysis Link: https://youtu.be/ih8ouRtoGZY The chosen advertisement is the Starbucks “Energy That’s Good” campaign. The advertisement was developed by creative director Henry Scholfield. The introduction was such that it would coincide with the introduction of Starbucks BAYA Energy. The new product is classified as a ready-to-drink beverage developed from caffeine derived from the coffee fruit. The advertisement was a collaboration between Starbucks and Energy BBDO (BBDO). The primary message of the advertisement is to ensure the target markets can understand that when they derive good energy from the drink, it is likely to translate into all they do. Such constructs are indicated through the dramatization of a woman skating through the city, and her good energy tends to impact the world around her. As the advertisement continues, the audience is introduced to singing pineapple earrings, which seem to have been influenced by the main act. Allison Hayes, the EVP Executive creative director at Energy BBDO, indicates that dramatizing the advertisement was focused on setting aside Starbucks BAYA Energy from the other depictions within the energy category. The marketing objective is to ensure potential market segments understand that Starbucks is providing a differentiated energy product (BBDO). Consequently, they will be willing to engage with the new product, resulting in Starbucks bolstering its global reputation and increasing sales. Additionally, the marketing communications objective is to ensure potential customers can understand the direct advantages gained from engaging with the product. For example, they are likely to exhibit bouts of energy that will influence their immediate environment. Different demographic, geographic, and psychographic clues are targeted to me. The advertisement indicates that the product has been developed for the youthful generation. It also shows that most of the targeted population will be in the urban areas. Finally, the product will likely change our demeanor concerning how we approach different aspects of our lives. The product has been positioned as one that can be afforded by the different social and economic classes (BBDO). It also seeks to appeal to the stylish members of the community as they are likely to identify with the new trends. Some appeals used in the commercial include bustful colors that the audience can identify with. Dramatization also makes it interesting and engaging for the different target audiences. Finally, the commercial is effective based on the understanding it is able to introduce the new Starbucks BAYA to the intended audience. It also helps Starbucks maintain its position as a leading beverage brand. Surname 1

Work Cited BBDO, Energy. “Starbucks Brings Feel-Good Energy With New Spot for BAYA Energy.” LBBOnline, 10 May 2022, www.lbbonline.com/news/starbucks-brings-feel-good-energy-with- new-spot-for-baya-energy. Surname 2

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