Phillip Ramirez, Orlando Mata, Adam Eddy
DuNN is a longer lasting energy drink. This name was chosen because our slogan is "Get 'er DuNN". Our brand will stand out because we have three levels of potency 4, 8, & 12 hours.
The 8 hour especially for a working person 8-5. To further increase its uniqueness we will have Larry the Cable guy as a celebrity endorser saying the slogan.
Strategies:
Spokesperson is Larry the Cable Guy
Repitition in the commercial saying the slogan over and over after each duty is checked off.
Example Commercial - Wife nagging Larry to do many chores around the house and she gives him the energy drink to get help him get his chores DuNN. Then you see him crossing out everything really quick due to the new found energy he has.
Example Print Ad - Before and after pictures where Larry the Cable guy is dressed in normal clothes but then drinks it and becomes a professional in a suit to expand the professional demographic.
7 comments:
I really think that this ad idea has some big potential, the blue collar comedy tour was a pretty big success and ran for a long time on comedy central. It also spawned a sitcom show for jeff foxworthy and bill engvall which i think are still running. You could have the tv commercial air on espn and the speed channel to some success. And you wouldn't even have to worry about expanding your print ad market to a business demographic, you've got so many magazines to choose from. you have 16 possible choices that I see from the auto mag section alone such as Truckin', Auto Week, Car and Driver. and there are the ones like field and stream and the whole field of hunting magazines and such. It should have resonance in the south and middle america where those magazines and the sitcoms enjoy success.
LOVE THE NAME AND YOUR SPOKES PERSON LARRY IS A GOOD ATTENTION GET'ER. ALL THE ENERGY DRINKS ARE POPULAR NOW AND THIS ONE WOULD BE NO EXCEPTION. THE 4,8,12 POTENCY IS A GOOD MARKETING TECHNIQUE, BUT MOST OF US WANT MORE BANG FOR THE BUCK. SO THE 12 HOUR POTENCY WOULD BE YOUR BEST SELLER!
I think this a good idea, but I think specifically using Larry the Cable Guy to promote the product may be narrow casted too much for a product meant to appeal to a wide demographic. If only Larry the Cable Guy fans purchased the product, I don't think there would be enough sales to compete in this market. If he was one of many different TV personalities or comedians (whose fans are ethnically, socially, or racially different from Larry the Cable Guy's fans) endorsing the product, it could be way more affective for marketing. Still, I think this idea is great and the product has much potential.
I think the target audience is great because I can't think of any energy drinks that target the rural types specifically. Not only that but Larry the Cable Guy has the potential to carry the product completely on his own. At first, I thought you might want to open up to other possibilities as spokes people as well but he's capable of doing on his own. Not only is he popular enough but he has a fairly versatile approach to comedy, within his genre, that his audience would appreciate. I agree with Javier that you could afford to skip the attempt to market to business types, but Larry the Cable Guy would still be funny to see in the business suit. That's the versatility I mean, you can put him in anything and it's funny, funny when it makes sense and even funnier when it doesn't. Personally, I'd like to see him chug some DuNN, then hop on a bull and have a dramatic, slow-motion ride as the energy drink helps him "Get 'er DuNN!" It could make a nice play on the eight seconds.
This is a brilliant idea, one of the many that can be branched off of this phrase. One thing that concerned me at first was that this phrase as already been sold and marketed to so many people that it might be old, or people might be sick of it. It's like a joke that isn't funny anymore because everyone's heard it. Good news is that energy drinks already sell like hot cakes, so I'm sure it would be a hit. Larry the Cable Guy also helps set it apart form other energy drinks. This also might be a way to re-invent and make this phrase new and fresh again. One strategy you could consider as well (and this would be marketed to 21 and up audiences of course) is to advertise maybe how this energy drink could be combined with some form of alcohol or liquor to make some kind of Get 'er DuNN shot, (sort of how red bull has done). or a Larry shot. I work in a bar, and energy drinks are extremely popular, for the workers to stay awake, and it also just so happens to go well with alcohol for the customers. so this would ensure a full proof sale to tons of bars that purchase energy drinks by the cases.
I really like this idea. It can relate to huge demographic of people, especially with the boom on energy drinks. And using Larry the Cable Guy is obviously the best choice of a spokesman for the ad campaign. Maybe you could get him to endorse the drink on his blue collar comedy tour.
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