Advertising Strategy
Objective
This advertising is to inform parent that dutch lady fresh milk can help children build strong bones will provide that can help children grow stronger.
Target Audience
The target audience of our campaign is parent. The reason why I choose parents, is because parents would like they children grow stronger. Why? They want to keep you healthy. As kids get older, two things happen that may reduce their desire to drink milk. First, more sugary drinks, including juice and soda, become more appealing. Second, milk tastes best when served icy cold, and cold milk is not always available outside the home. And whether children like it or not, milk is part of a healthful diet.
In order to grow and stay well, children body needs protein, carbohydrates, fats and a wide variety of vitamins and minerals. Milk is an excellent source of protein, calcium and Vitamin D. Although you can get plenty of protein from other foods, it's hard to get all the calcium and Vitamin D you need without drinking milk.
Competition
There are a few advertising that researched as references.
1.MARIGOLD HL
MARIGOLD HL Milk has the perfect balance of nutrients for everyone in the family. High in calcium and protein, and low in fat and lactose, and fortified with 9 essential vitamins. It is the only brand with a unique BonePlus formula added with Vitamin K and D to enhance calcium absorption and improve bone strength. This perfect balance of highs and lows makes it an ideal choice to supplement your healthier lifestyle. MARIGOLD HL Milk is available in 5 delicious variants - Plain, Chocolate, Banana, Strawberry and HL Milk with Plant Sterols.
2. Goodday
Packed with protein, calcium and vitamins combined with years of experience in milk and a direct passion for quality, Goodday milk is the perfect partner for your healthy diet and balanced living. Plus it has no preservatives or colouring.
3.Fairlife
Insight by definition is the ability to truly understand people in a clear way. True insights that become the basis for reinventing categories and consumer experiences rarely trickle out of a traditional focus group. Creative approaches to consumer immersion and design thinkers with a passion for solving problems are typically the best tools for uncovering rich insights and coming up with innovative ways to better meet consumers' needs.
And about those focus groups. Yes, they are still extremely valuable, especially when it comes to getting feedback on our actual work. That is why we included a focus group facility in the recent redesign of our new studio space in Chicago.
Proposition / Message
Building strong bone
-this message is to let children build strong bone start from young.
Support Point
Based on my research , bones grow rapidly during adolescence, and teens need enough calcium to build strong bones and fight bone loss later in life. But many don't get the recommended daily amount of calcium. In addition, people who smoke or drink soda, caffeinated beverages, or alcohol may get even less calcium because those substances interfere with the way the body absorbs and uses calcium.
Bone calcium begins to decrease in young adulthood and people gradually lose bone density as they age — particularly women. Teens, especially girls, whose diets don't provide the nutrients to build bones to their maximum potential are at greater risk of developing the bone disease osteoporosis, which increases the risk of fractures from weakened bones.
Calcium also plays an important role in muscle contraction, transmitting messages through the nerves, and the release of hormones. If people aren't getting enough calcium in their diet, the body takes calcium from the bones to ensure normal cell function, which can lead to weakened bones.
If you got enough calcium and physical activity when you were a kid and continue to do so as a teen, you'll enter your adult years with the strongest bones possible.
Tone of voice Relieved The tone of voice of our campaign is to let parent relieved and by the way let children grow stronger
