AVOCADOS FROM MEXICO: THE

OUTCOMEBy: Nathan Forshaw, Matthew Miklas,

Alex Winter, Levi Warren, Isela Sanchez

Perry DrakeUniversity of Missouri-St. Louis

February 28, 2017

Group 2

Super Bowl 2017 advertisement

http://www.superbowlcommercials.co/avocados-from-mexico/

What They Did Right and WrongRight:

• Made the viewers laugh. A happy viewer is a good viewer. This is one thing Avocados from mexico has done well over the last few years.

• Gained the attention of viewers through both humor and various conspiracies

• Involved a hashtag (#AvoSecrets)Wrong

• Poor utilization of the hashtag strategy. They caught the viewers attention, they made them laugh, they introduced a hashtag, but failed to give the users an idea of how to employ the hashtag. While there commercial made a lot of impressions on social media, I think they could have made more.

The Message from the Outcome.• This ad aims to bust pre-conceived myths about the popular fruit

by focusing on its health benefits through the use of humor and a secret society of robed members.

• The secret society aspect of the brand takes a satiric approach of the political climate that has been happening with America’s southern neighboring country for which the brand, Avocados From Mexico gets its name from.

• With President Donald Trump’s tough trade talk that aims at Mexico having a 20 percent tax in the near future, this commercial utilized the perfect time in world events to spread its message.

Reactions• "We always stay away from political stuff," said Alvaro Luque,

president of the Avocados From Mexico brand. "It's a risky game to play and at the end we don't want to lose focus. Our message has to be clean that it's all about nutrition and good times.“ Source: http://www.cnbc.com/2017/02/02/avocados-from-mexico-keeps-on-message-in-super-bowl-ad.html

• This ad was somewhat controversial as it is advertising a brand that outsources a product from another country and since the Super Bowl is a quintessential American tradition, the Avocados From Mexico spot was unexpected by the general viewing audience here in the States.

New Marketing Plan For the new marketing plan there are many different ways to go such as comedy or interactive so in the future for Avocados from Mexico We came up with one of each.

Interactive The Idea for this would be to have a series of commercials as well as digital media to play along with a theme of some type of recipe that is top secret. I think that if you can get people to interact on social media and follow the clues till the end it makes more enticing also for the prize it could be a trip to Mexico showing of their “top secret” product.

New Marketing Plan For the second marketing plan it could have been a commercial, involving a party scene. The host of the party has a really great recipe for guacamole. Everyone loves the guacamole, but the host doesn’t want to give the place of where they got the avocadoes away. They want to keep it a secret so they have the best guacamole all the time. With the #AVOSECRETS at the end.

Social MediaTwitter: Twitter could be used to make the campaign interactive. By having people share secrets with the #AvoSecrets, the topic would have stayed trending longer.Facebook: Facebook would be the mode for extended the advertising. Because the majority of consumers have facebook, they could push out new ads and expand on the Super Bowl ad.Instagram: Instagram could be used to show pictures of the secret to make the campaign interactive. It would be use in unison with the twitter campaign but for photos rather than words.Website: The website would be best used for finding Avocados from Mexico to buy. The marketing campaign needs to offer the end result, sell more avocados.

The end, thank you!