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Post on 08-Feb-2017
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Ad Campaign Analysis:“Experience the Rainbow”
By: Fátima Ortiz
General Information• Type of product or
service:– Hard candy
• Brand:– Skittles
• Campaign name:– “ Experience the
rainbow”
Creative Briefing
Target audience:• Teenagers and young
adults who browse the web and have active social media accounts.
Desired Positioning:• A candy to talk about
and share with friends
Key promise or benefit:• Have a delicious
snack foe a while with flavors of fruits
Communication tone:• Emotional
Message AnalysisWhat does it say?• It promotes its adding content to your social media
account
What is it said?• It is communicated using a creative, colorful and “endless”
website
Where is it said?• Using the web platform and videos
Web platform
The site features and “endless rainbow” of social
media posts and art
Web platform(cont.)
Users are given the chance to
tweet messages and follow
Facebook pages
Personal Opinion
Its highly colorful and lively
It has the ability to reach certain age groups
It might not remain valid for a long time
It promotes social interaction and sharing
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