Task 1

The aims and objectives of Prime were to create a healthy yet tasty drink. Having a huge range of flavours and colours leads people to believe this drink is full of sugar however the creators wanted the drink to energise and stimulate its target audience. The creators wanted their drink to be peoples go to when it comes to energy drinks instead of some of the older ones on the market.

The company Prime had their target audience of teenagers. As both of the company founders are YouTubers with an audience of predominantly teenagers, their combined brand would work well with these people. I do not think Prime has a specific gender it is geared towards. I think as both of their audiences are so big they have diverse audiences, which means when it came to promoting the drink they did it in many ways. 

Prime's key message is that it is a healthy drink. The brand aims to ensure people have a fresh drink that is also enjoyable. Logan Paul said in an interview “it’s better for you, better tasting hydration drink". This shows that he believes in his drink and is informing his audience that the drink is healthy.

Both the founders of the company are known for being social media influencers, so their branding was mainly focused on apps such as TikTok, YouTube and Instagram. This worked well for the brand as many of KSI and Logan Paul fans are from their social media. I also believe that approaching promotion this way would lead to a lot of exposure because they have a combined total of 40.2 million followers and most people in their fan bases are in the target demographic for the brand. They also used sporting matches to promote their drink; Their drink is branded as an energy drink and so having people associated with sports shows that the drink is an effective for this use. Using big sporting events such as Football matches, boxing matches, WWE wrestling and many more can increase the number of people talking about the brand and the drink and could open the brand up to a possible new audience.

Primes advertising only really has the founders of the brand. They are both from very different cultures and background as one is white American man and the other is a black British man. They are both equally represented meaning there is inclusivity in the company which gives the audience a positive impression.

The creators announced Prime on Instagram in January 2022 but waited until June 2022 to officially launch Prime in the UK. They decided to get attention for the brand to get an open top bus and drive through Watford, KSI's hometown. They released Prime in the USA before anywhere else as a lot of their collective followers are from there, meaning the brand can grow and get people talking before being released in other countries.

The brand used social media to their advantage when it came to advertising. This was effective as younger people are typically on social media more than any other age group. Some of examples of their advertising: 

They allow the audience to get involved in the campaign in many ways. As a lot of their advertising is on apps such as social media they use the comment section to influence their new releases. The audience also has the ability to like and dislike their videos which then also allows the audience to have their say in the future of the brand. As a part of their advertising they used an open top bus to hand out free bottles to fans; this allows the audience to be involved in the advertising. 

There are lots of ethical issues raised by parents when Prime came out. One of these being that children felt left out for not having the drink. When introducing the product to the UK, the company became very popular very quickly and the demand was larger than the supply. It became a rarity for the product to be in shops meaning if children did not get them they could be made fun of by their peers. Other issues would be that children were queuing from very early in the day to get their hands on a bottle. This made parents worry for their kids health as they were not getting enough sleep. Prime tried to sort this issue by upping the supply to shops and shops implemented a new rule that you could only buy 2 bottles at a time. This turned out to be an effective method of stopping these issues. 

The ASA is in charge of regulating advertising content across all forms of media. There are lots of rules that brands have to follow when it comes to advertising and is all accessible on the ASA website. If anyone goes against these rules, the advertisement can be taken down and it would give the brand a negative reputation. 

Domino's aims and objectives are to be peoples favourite food delivery and collection brand and to always go above and beyond when it comes to customer service, quality and value. Their purpose is to deliver a better future through food people love. For the employees, this means rewarding them for hard work, pushing them to be better and keep them motivated. Some of the brand values include doing the right thing by employees and customers, be bold and to keep growing.

Domino's target audience are 18+. People aged 18+ will usually have jobs meaning they have more money to spend on takeaway places like themselves. Having such a wide target demographic can be difficult as people in their middle 20s will have different likes compared to people in their 50s but it also allows room for more profit.

The key message of Dominos is that it should be your go-to takeaway place for great service and even better food. They use timings for advertising to their advantage when it comes to telling people about this. They sponsor shows like Love Island and Big Brother; these shows are on from 9pm meaning they can manipulate these audiences to make them buy something. These shows are rated 18+ meaning the adverts will be shown to people in their target audience.

Dominos used social media to their advantage when it came to advertising. They have social media accounts on apps such as TikTok, YouTube, Instagram and many more to promote new products and get people interested. Posting on TikTok means they can use quick clips to get the attention of their target audience as well as ads on Instagram. This way of advertising means that their products are getting into a large group of people leading to more exposure for the brand.

The customers are the heart of everything when it comes to Domino's and their brand values meaning something they are very passionate about is diversity and representation when it comes to advertising and in-store employees. In their advertising, they use people of all ethnicities  and religions. They want people to feel safe with their brand and that includes making people feel seen.

Domino's sponsor companies to gain customers and get their name out more. One example of this is ITV's streaming platform, ITVX. They used catch up television as a way to attract their target audiences and sell their products. This is an effective way of advertising as typically people will watch TV at night or around a meal time leading them to be hungry; Seeing an advert for a pizza may lead them to make a purchase with them.

The company uses social media apps such as TikTok and Snapchat to gain the attention of a younger demographic. They also use apps like spotify to gain the attention of a wider audience. Dominos target audience being so large it means they have to advertise in many ways to grasp everyones attention.

By doing a lot of their advertising on social media, it means their audience can voice their opinions with ease and the company can understand what people think without having to organise a group. It also allows their audience to feel included in decisions and ensures they feel heard.

In 2022, when the World Cup was happening, Dominos decided it would be a good idea to sponsor the event. Their campaigns were created to be funny and entertaining for their audience. They decided as part of the campaign they were going to make some distasteful jokes about Italy and them not qualifying for it. People are very passionate about their nationality and representing their country, so making jokes about a certain country left people feeling uncomfortable and hurt. 

Prime stays consistent throughout all advertising through colour scheme. They use bright colours to appeal to their young demographic and use these colours to differentiate themselves from other brands. As seen in their social media posts they use bright colours as the background of their posts and compliment these colours with their clothing choices. This consistency allowed the audience to grasp the concept of the drink and allow them to easily identify the drinks branding. The colour schemes also match the colour scheme of the drink bottles themselves. The bottles are bright and colourful with specific colours for different flavours. This worked well for advertising and kept the audience engaged.

Another way they stayed consistent is through their language. Throughout all advertising campaigns they use casual language and informal language to address the audience. Social media is seen as an informal place so having their advertising primarily taking place on these sites means the most effective way to gain attention and keep people interested is through using this type of language. Another reason this was such an important aspect to keep consistent is because the profession that both KSI and Logan Paul are a part of means they use this language in their videos. If they began using this type of language throughout their advertising they may have to continue this throughout all their videos when mentioning Prime which may lead to confusion for fans. 

The colour palette that Dominos stick to is blue and red. This colour scheme is easily recognisable and simple for the audience to associate to their brand. The colour scheme stays consistent throughout, both, visual (TV) adverts and social media posts. This helps the audience make an instant connection between the adverts and the brand itself. I believe they do this consistantly and it works well with the brand.

In their visual and audio adverts they use a specific catchphrase. This catchphrase involves someone singing "Domino-hoo-hoo". This catchphrase is simple but effective. The catchphrase being the name of the company means the audience can easily identify the branding and what the advert is trying to provide. The catchphrase is associated with the brand through the sound as well. The tune of the catchphrase is different to other brands and can be identified through the tune alone, without having to hear the words.

They often use short advertising style to keep the attention of the audience. Their adverts do not have a specific audience so by making the adverts short and concise means they are appealing to everyone.

Some examples of cross-media campaigns may include:

• TV adverts - breaks between popular shows and news channels such as BBC and ITV

• Billboards - these may be found in popular city centres as they will have a lot of eyes on them such as London, Piccadilly Circus

• Social Media - Instagram, TikTok, Snapchat

• Radio adverts - During active parts of the day such as morning breakfast

• Magazines - Sponsorships or adverts at the bottom of the page

Due to the increased use of ditigal platforms, such as social media, companies have switched to these places for advertising. This is, generally, a more effective way to advertise to the newer generations as they will not be as interested in Newspaper articles or TV adverts. It also allows the audience to feel more involved and creates an active audience.

Prime is a drinks company that uses both traditional methods and digital methods. Although their marketing strategy focuses on digital methods, they use traditional methods. They did this through the Prime bus they drove through cities. They drove through the streets of London advertising their drink. This is considered traditional as they are advertising their drink through posters within the bus and the advertising they are doing throughout the bus. This is also an example of Guerrilla marketing (a marketing style that it out of the ordinary). This style is unique and got people talking about the brand. The founders also encouraged people to post the images they took on social media and allowed the audience to feel involved and created an active audience throughout their fan base. This links to their digital impact and advertising strategies used within Prime. These were seen as different and unique and were seen by millions.

Dominos used social media as a way to advertise and engage their audience through promotions and visually appealing adverts. They use digital technology such as their apps to further their advertising. They encourage their audience to download the app to gain access to exclusive offers. This allows the audience to feel more inclined to purchase from them and feel like they are getting a better deal. They also utilise marketing techniques that involve special offers on specific days to encourage people to purchase further. They use more traditional marketing techniques such as billboards. They do this in popular locations such as London and Manchester to gain the attention of a large audience. Using popular places as a way to advertise through billboards is a good idea as it means they can reach a large amount of people.

Bibliography:

Prime:

• Campaign and Logistics: New Prime Energy drink's UK release date announced by Logan Paul and KSI - Daily Record 

• ASA: Home - ASA | CAP 

• Asa:Regulation of advertising by the ASA - House of Commons Library (parliament.uk) 

Domino's:

• Aims and Objectives: Domino's - Our vision, purpose and values (dominos.co.uk)