Advertising Strategies Report: 59330 Assignment - Spring 2019

This report analyzes the advertising strategies of three ice coffee brands: Farmer's Union Iced Coffee, Barista Brothers, and Dare Iced Coffee. The analysis compares and contrasts their marketing campaigns, evaluating how effectively each advertisement delivers against key advertising principles and how they connect with their target audience. The report examines the brands' use of Maslow's Hierarchy of Needs to understand consumer behavior and brand positioning. It explores the emotional and rational appeals used by each brand, assessing their impact on brand image and consumer loyalty. The study concludes by identifying the strongest advertisement based on its overall effectiveness in reaching the target audience, clarity of message, and consistency in building brand value. References are included to support the analysis of advertising principles and consumer behavior.

Running Head: ADVERTISING STRATEGIES
ADVERTISING STRATEGIES
Name of the Student
Name of the University
Author’s Name

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ADVERTISING STRATEGIES
Advertising are often referred as a paid form of impersonal way of communicating the
brand message to the public by an identified sponsor (Wijaya, 2015) Advertisements are
considered an immensely important form of communicating the brand message to the target
audience and creating the right appeal in the market. Thus this project highlights on analyzing
the advertising strategies of 3 distinct brands selling the same product, and how their brand
communication impact their brand image in the market.
The first brand chosen for this purpose is: Farmer’s Union Iced Coffee.
The advertisement has a very unique appeal as it states itself to the ultimate choice of every
coffee lover and it is a drink to die for. There are three different advertisements catering to three
different brand message. The first advertisement named Farmer’s Union initiates to establish a
strong emotional connect with the audience (Zhang, et al. 2014). This was a limited edition
packaging specially meant to cater to the occasion. This was a total campaign to celebrate the
essence of father’s day where we can find Adelaide radio host Dylan Lewis sharing advice to
help dads enjoy the big day. The main target audience of this advertisement are the fathers
who are identified as the most loyal fans of the brand who sufficiently contribute to make
Farmers Union Iced Coffee the icon it is today. The next two advertisements are equally
interesting where n named Labor of Love shows that those who drink Farmer’s Union Iced
Coffee have the superpower to save anyone out of any danger where a husband is seeing rushing
his pregnant wife to hospital successfully overcoming all odds and emerging as the real hero.
Thus in this ad the brand intends to glorify men who are ready to face all odds and those men
always chose Farmer’s Union Iced Coffee and finally the last advertisements is yet another
exclusive take where the brand is seen to claim that people value Farmer’s Union Iced Coffee

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over their lives as in a great storm a man is seen enjoying his drink rather than choosing a shelter
which say no to coffee. Here the brand again tries to build an emotional connect with the
audience, where it states that its either Farmer’s Union Iced Coffee or nothing at all. The
messages put across by the brand is quite clear simple yet assertive to a certain positive extent.
The advertisements are very well engaging with an attractive script and enthralling
background score to complement the message intended to spread across. Now analyzing the
brand’s advertisement on the basis of theory of Maslow’s hierarchy of Needs it is very
important to understand how applying the Maslow’s Hierarchy of Needs is beneficial to the
marketers. The very ability to make consumers take any significant action is the prime
competitive edge any marketer should offer and Maslow’s Hierarchy of Needs is a vital place to
start with. Farmer’s Union Iced Coffee primarily intend to fulfil the love and needs of
belonging by addressing to build an emotional connect with the audience as well as helps in
uplifting and fulfilling the self-esteem needs of individuals by portraying that those who chose
Farmer’s Union Iced Coffee are the real heroes beating all odds. The advertisement also
enhances the self-actualization needs of a person where the advertisement states that drinking
their coffee will help the individual unbox his real talent and bring out his full potentials as well.
The Second brand chosen for this purpose: Barista Brothers.
The advertisements used by this brand specifically surrounds around making rational claims and
appeal more than creating an emotional connect with the brand. The main brand message
surround around gaining the acclamation from the critiques and emerging as the best amongst
all. The advertisements surrounds around building the authenticity of the coffee beans claiming
to be 100% authentic. Thus the advertisement uses the most experienced tongues of South

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America to claim there superiority and brand appeal. The main target audience of this brand are
those people who are specifically concerned with quality of the product more than its price. The
brand specifically tries to increase the quotient of consumer loyalty (Foxall, 2014). The brand
message is bold and clear stating: Approved by those who know it. Thus no doubt the brand
appeal is a rational one. Now analyzing it on the basis of Maslow’s hierarchy of Needs the
brand looks forward in fulfilling the self-esteem needs of individuals (Lester, , 2013). The
marketing appeal of this brand is to create a superiority over another brands selling the same
product that is coffee.
The third brand chosen for this purpose is: Dared Iced Coffee
The advertisements centers on how the right choice of coffee can influence the individual
to take right decision. As in the very first advertisement, the dad is seen to change the name of
his child as after a sip of Dare iced coffee he gets the right to decide what right and what is not.
The whole advertising concept of this brand is along the lines of initiating a call to action
appeal for the brand (Kilambi, Laroche and Richard, 2013). Thus the brand says through its
advertisements that whatever is bothering can be fixed with just a sip of Dared Iced Coffee. The
brand aims targeting those who are always ready to face challenges thus uplifting their self-
esteem and potentials.
Every advertisement intends to uphold the unique selling proposition (USP) of the
product. Thus in the above mentioned advertisements it is quite evident how all the three
different brands selling the same product intends to build their potentials by appropriately
designing their brand message and using the right communication strategy. Thus from the above

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mentioned analysis of all the advertisements, the best one according to me is of the Farmer’s
Union Iced Coffee because the brand specifically intends to build its advertisements based on
specific occasions to better penetrate the market. Moreover the brand uses a mixed appeal
method comprising of both rational and emotional connect as well as a very witty usage of
imagery to portray how the brand intends to claim that it is the ultimate answer to every coffee
cravings one can ever have. For any brand which intends to establish faith among its customers
must initially portray itself as a strong well-built brand to instill the same faith along it customer.
Therefore the advertising strategy over view provides an insight on the existing
marketing campaigns and how the marketing objectives can be aligned with Maslow’s hierarchy
of needs theory to better understand the segmentation, target and positioning of the brand. Thus
for developing a sound advertising strategy these points must be considered by the brand to
establish a sound market position in this dynamic business environment.

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References:
Foxall, G.R., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Kilambi, A., Laroche, M. and Richard, M.O., 2013. Constitutive marketing: Towards
understanding brand community formation. International Journal of Advertising, 32(1), pp.45-
64.
Lester, D., 2013. Measuring Maslow's hierarchy of needs. Psychological Reports, 113(1), pp.15-
17.
Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising. International
Research Journal of Business Studies, 5(1).
Zhang, H., Sun, J., Liu, F. and G. Knight, J., 2014. Be rational or be emotional: advertising
appeals, service types and consumer responses. European Journal of Marketing, 48(11/12),
pp.2105-2126.