Uneeda Biscuits and Sunkist Oranges PDF

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notes from lecture for quizzes and exams...

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Differentiating the Similar: Uneeda Biscuits and Sunkist Oranges Advertising - single ad - ‘salesmanship in print - JFK’ - Opportunity to be made about a product or service to the consumers - ‘any fool can make soap. It takes a clever man to sell it - Thomas J. Barratt’ - Persuasive communication, not meant to be argumentative. Campaign - many different executions, not just one thing I.

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Success of Patent Medications 1. Variety of medications meant to cure health issues a) Designed to solve a certain issue b) Patent medications exhibited the potential of the power advertising would have Rate of Advertisements 1. Direct advertising emerged here Ingredients Lydia Pinkham’s Vegetable Compound “Woman can sympathize with woman” 1. Largely advertised on words 2. Putting her face on the medication attracted more consumers something so simple made the most success 3. Demonstrates what can happen n advertising - personification six very important, don’t have to change the structure the advertisement 4. Telling the story *** 5. Looking for the brand name - when you don’t know what product to get, that particular brand comes to mind Role of Creativity in Advertising A. Similarity of Products 1. “Any damned fool can make soap, but it takes a genius to sell it.” Uneeda Biscuits (Campaign Started in 1899) A. Similarity to Other Products 1. Creating Uneeda Biscuits a) Adolfes Green - believed in innovation within advertising, wanted to increase the consumers understanding of a cracker 2. Waterproof Package a) Instead of shipping crackers in large barrels, ship them in individual sized packages and boxes b) Waterproof packing helps change the story of these crackers - different from a barrel c) Adds uniqueness, it differentiated from competitors like Quakers

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N.W. Ayer Agency a) Copywriter comes up with a group of names for Green’s cracker idea b) ‘You need a cracker’ but call it biscuit, bc it added a touch of class 4. Product Advantages a) Packing b) Story c) Way of manufacturing (barrel VS uneeda biscuit) 5. “Boy in the Yellow Slicker” a) The character that helped the story b) He carries the crackers home in the rain, showing they are protecting the cracker - freshiness, clean crackers, not the one from the barrels c) He ‘carried’ the idea, no extensive explanations d) You can brand the most simple products and be successful with a good story to tell 6. The Legacy/Implications a) Showed the industry a new innovation which led to a domino effect of change within how branding/advertising worked Sunkist Oranges (Campaign Started in 1907) 1. Product Branding a) Does branding work for commodities? EX: oranges 2. Market Segmentation 3. “Truth in Advertising” 4. California Fruit Growers Exchange a) Body of independent farmers gathered for a certain purpose b) Competitiors, but fighting for better prices c) Supply and demand d) Lasker intrigued with this exchange 5. Branding Commodities? a) Albert Lasker took on this problem to try and solve 6. Oversupply and Under Consumption 7. Albert Lasker - very famous man in advertising - always curious, always wanting to innovate within the industry a) Lord & Thomas Agency b) The Iowa Experiment (1) Research Lasker said, Iowa knows more about oranges than others (2) Built in famailairty, don’t have to start fresh (3) Gives an idea VS going to a state not familiar with oranges

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(4) Orange week in Iowa - newspaper ad came with multiple colors which was not heard of at the time (everything usually in B&W) “Drink an Orange” (1) ‘Sunkist’ allows consumers to look at a different kind of story (2) Benefits of brand identity, you CAN do it with commodities (3) Drink the orange, do not just eat it - make orange juice (4) Fransisco found in his research that people don’t like making orange juice themselves because it took more work - so they created a product that could make it easier to make orange juice with the ‘juicer’

VIII. Key Takeaways 1. Taking Chances 2. Trusting Agency/Client Relationships a) Some of the most classic campaigns evolved around great relations with clients 3. Recognizing a Great Idea a) Something no one else has done before

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