I chose to analyze the award winning commercial on Panda Cheese The following is information on the 3 particular commercials in the campaign being studied. This information includes, the Title Advertiser/Client Product/Service Advertising Agency Country Production Company Country. They are as the following,
KITCHEN A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
OFFICE A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
HOSPITAL A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
The commercial was awarded from Cannes Lions International Festival of Creativity.
This is the link to the commercials:
http://www.youtube.com/watch?v=X21mJh6j9i4&feature=related
Target Markets:
men between the ages of 25-45 who have a steady income with a stable job. The average income that a person buying this product would make is over 100,000 yearly because it is more of an expensive brand of cheese. In the commercials the option of panda cheese is given to the actor, which is predominantly a male, and if the male chooses against it, a panda will appear and cause a commotion. I feel as if they are trying to target men partially for this reason.
Cultural Themes:
There are three commercials which have certain cultural themes. One of them is a situation in an office where the product is being eaten by a male and his co-worker disagrees with the certain choice of product. Another is at a hospital where a male is offered cheese and does not except the offer. The other is of a few men cooking at a restaurant and the main chief gets mad at the other cook for buying the wrong cheese. I think this is portraying with the whole idea of men taking an interest in cooking more so now-a-days than back in the 1960's when it was primarily women. The panda bear is a mascot in the product itself and using it in the commercial is humorous.
KITCHEN A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
OFFICE A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
HOSPITAL A. DAIRY PANDA CHEESE ADVANTAGE MARKETING
& ADVERTISING, Cairo * EGYPT THE HOUSE, Cairo EGYPT
The commercial was awarded from Cannes Lions International Festival of Creativity.
This is the link to the commercials:
http://www.youtube.com/watch?v=X21mJh6j9i4&feature=related
Target Markets:
men between the ages of 25-45 who have a steady income with a stable job. The average income that a person buying this product would make is over 100,000 yearly because it is more of an expensive brand of cheese. In the commercials the option of panda cheese is given to the actor, which is predominantly a male, and if the male chooses against it, a panda will appear and cause a commotion. I feel as if they are trying to target men partially for this reason.
Cultural Themes:
There are three commercials which have certain cultural themes. One of them is a situation in an office where the product is being eaten by a male and his co-worker disagrees with the certain choice of product. Another is at a hospital where a male is offered cheese and does not except the offer. The other is of a few men cooking at a restaurant and the main chief gets mad at the other cook for buying the wrong cheese. I think this is portraying with the whole idea of men taking an interest in cooking more so now-a-days than back in the 1960's when it was primarily women. The panda bear is a mascot in the product itself and using it in the commercial is humorous.
General Observations:
I noticed that the creators took a threat like approach to their campaign in a very humorous way. They made it clear that panda cheese is a high quality cheese to buy and you are absolutely crazy for not wanting it. The panda mascot in the commercials is basically forcing the male actor to choose the product based on it's quality and importance.
I noticed that the creators took a threat like approach to their campaign in a very humorous way. They made it clear that panda cheese is a high quality cheese to buy and you are absolutely crazy for not wanting it. The panda mascot in the commercials is basically forcing the male actor to choose the product based on it's quality and importance.
