You drop off your children at school and drive as fast as possible to work because you got off to a late start, and you know it is going to be a hectic day. When you arrive at work, your boss heaps work onto you, pleasantly unaware of the type of day you are having. You end up staying at work late and rushing to pick up your children from school. Sadly, your day has only just begun; there are music lessons, soccer practices, dance classes, mouths to feed, housework to do, and leftover office work to do. It seems as though the day just lingers on and on with no reprieve. Unfortunately, this is not necessarily a fabricated story; millions of people across the United States and all over the world have to deal with stressful routines similar to this one day after day. This feeling of hurriedness has penetrated all aspects of today's society, including the media and new media. Anywhere there are people, there are bound to be countless advertisements of some nature. With the rise of the Internet, more and more people are susceptible to be bombarded by advertisements from a wide variety of sources every minute. The recent improvements in portability of such developments as the Internet has also encouraged today's instantaneous lifestyle.
[...] This may also intimidate a large number of potential energy drink consumers, and they may look for alternatives. The difficult part about working in the energy drink market is that there are so many choices available to consumers. We've listed a mere six major competitors, but there are many more, as well as many different varieties within each brand. There are so many distinct flavors of Rockstar and Monster that they control a large share of the market based on variety alone. [...]
[...] Meaning can be communicated through various means and when advertising a product, it is typically portrayed through a slogan and the actual advertisements. The slogan for bliss is “live life, drink bliss.” This particular slogan develops its own meaning and ideology because it is telling people that drinking bliss is a part of everyday life, and that it can help you in any situation. The specific market that is targeted by the bliss campaign is active people age 18-55, predominantly female, busy, and environmentally conscious. [...]
[...] This slogan promotes drinking Enviga because it is for people with a positive outlook on life, and supposedly, drinking three cans of Enviga per day creates negative calories because it helps to speed up a person's metabolism and burn more calories than the person consumed. This slogan stands out in the energy drink market because most of the competitors' slogans focus on achieving near impossible dreams and partying hard. This is reaching out to a similar audience as our slogan in that drinking bliss is a positive thing that will make people feel better. [...]
[...] The company will be synonymous with social responsibility, and for that reason, bliss will gain a lot of media attention. We will make it a point to not appeal to celebrity advertising, and we will use regular people in all our commercials to show how in touch our company is with the general public. There will also be a place on the website that will allow users to upload their own advertisement ideas that we will possibly use in the future. [...]
[...] There will also be an area for members to send in pictures and write blogs about how they found their blissful moments. Every month, a bliss “member of the month” will be selected and featured on the website. He or she will have a short biography, and a description of what qualified him or her to become the “member of the month.” Also on the website will be a link to EarthDayTV.net, Earth Day's own television network that will broadcast advertisements for bliss. [...]
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