Creative Content: story board

Malibu Rum Story Board. Written description of the commercial story.
"Stories are a way for people to communicate and relate". from Advertising by Design by Robin Landa, page 41.
"consider the brand or group ans what kind of story would bet help you explore ideas or explain it". from Advertising by Design by Robin Landa, page 41.

First scene: we want to enter into a almost sunset on the beach, in the Caribbean island

Second scene: immediately focusing on a party in the sand with tiki torches and lights.

Third scene: showing young males and females having fun and dancing at the party with Malibu rum drinks in their hands, back round music is Caribbean instrumentals

Fourth scene: switches to a couple sitting away from the party on a blanket, both drinking Malibu drinks.

Fifth scene: conversation with make and female
                  Female-its like I'm in my own Caribbean fantasy
                  Male- yea, enter into your Caribbean mentality

Sixth scene: zooming into the sunset.

Seventh scene: shows a picture of a bottle of Malibu Rum, voice repeats the slogan once more     
                 "enter into your Caribbean mentality"

End scene.

I chose this commercial to represent my product because it illuminates the story, the idea. Its telling the story exactly how it needs to be told in order to get the message clear across to the audience. It is giving off the relaxed, chill enviorment feeling we want the audience to receive while drinking a Malibu drink.
"finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation". from Advertising by Design by Robing Landa, page 68.

Promotion: Malibu Rum Billboard

 

This is the Malibu Rum Billboard photo. The picture consists of a couple bottles of Malibu to present the different flavors and at the bottom of the image is the slogan "enter your Caribbean mentality"

"a good or even great idea is at the heart of any effective campaign, especially those that resonate, that enter popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities".from Advertising by Design by Robin Landa, page 92.

The Big Idea: "Yes this drink is fruity, but no this doesnt make you less of a man"

"Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed though the visual design and copy" from Advertising by Design by Robin Landa, page 18. First we ask ourselves who is our targeted audience, once we have that information then we go about creating ideas to attract their attention. For Malibu Rum, our targeted audience is 21-25 years of age and although the drink can be for both sexes, its more directed toward females. To change that I wanted a campaign concept to interest and drag in the male audience as well. "Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then,relevant ideas". from Advertising by Design by Robin Landa, page 19. Just like colors have their gender, blue for boy, pink for girl, I want to break away from those stereotypes and separate the idea of beer for guys and fruity drinks for ladies. I want to reach out to not only females that you should drink Malibu Rum but also let the males know that "yes this drink is fruity, but no this doesn't make you less of a man". It relates to the "real men wear pink" and makes it okay to step out of the "that's a chick drink mindset". "Determine a clear reaction you want the audience to have".from Advertising by Design by Robin Landa, page 19. This campaign idea sets me apart from other alcohol advertisements because its breaking away from the comfort zones and trying to not only convince my product to our targeted audience but also to invite and welcome outside of our targeted audience. We already have the female interest, and that's not going anywhere. Now we want to make it an even male/female audience.

"an idea is the creative reasoning underlying a design application, the guiding concept that determines how you design; it is the primary abstract idea. It sets the framework for all your design decisions". from Advertising by Design by Robin Landa, page 74.

Competitive Analysis

Malibu Rum and Captain Morgans Parrot Bay are a lot alike which is why there are very competitive. The number one similarity is that there are both Coconut flavored drinks which is also why they are competitive because each drink has a different aspects to make their audience choose between Malibu or Parrot Bay. First up is Malibu with a distinctive Oder of alcohol, a little bit of sweetness and a faint smell of coconut. Parrot Bay has a weak smell of alcohol and also a weak smell of coconut but definitely something fruity. The taste of Malibu is hardly any liquor, some sweetness and no burn, very smooth drink. Parrot Bay you can taste alot more of the coconut but more of a burn. There are many similarities as is there are many differences between the two drink and all in all it comes down to which advertisement draws your attention first. "a critical component is learning about the audience-the targeted, specified group of people at whom you are aiming your message, design, and solution." from Advertising by Design by Robin Landa, page 14. A way for the audience to be attracted to a a product is by grabbing their attention and when having their attention , making sure your advertisement is stating the right information to further their interest in the product. Malibu and Parrot Bay both are really good at grabbing their similar target audiences attention. Malibu has more of a relax, come and enjoy by the beach and if you cant this drink will help you pretend you can, pull of approach. Parrot bay has a similar campaign but more of a chill by the beach and party. "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand" from Advertising by Design by Robin Landa, page 14.

"anyway you look at it, taste is a personal thing. Ask yourself why you perfer one flavor to another. Comparing foods or beverages based on taste is not a strong premise". from Advertising by Design by Robin Landa, page 87.

Malibu Rum: "Enter into your Caribbean mentality"

I chose the slogan "Enter into your Caribbean mentality" because it says exactly what your going to do. Malibu Rum is a Caribbean drink. The sweetness and tropical taste, puts you in the mindset that you are in the Caribbean relaxing and enjoying. It gives a feeling of letting loose and having a good time disregarding time or place. It is unique because it is simple and gets to the point without having to figure out exactly what were trying to say which how we want our audience to feel, like there is nothing to figure out and keeping your mind worry free. " an advertisment is a specific message constructed to inform,persuade,promote,or motivate people on behalf of a brand or group" from Advertisement of design, by Robin Landa.