Advertising campaigns don't just help increase product sales or create a brand image. A dynamically changing market, where competitors are constantly racing, requires creativity and an unconventional approach. If we want to say that a given ad campaign was successful, it must first be effective, and a modern effective advertising campaign is a shocking one. How do manufacturers achieve this effect?
We invite you to get acquainted with the latest advertising campaigns of the industry that surprise you:
Older women also drink beer!
The attention of people waiting at bus stops in major cities may have recently been attracted by one elderly lady (and this is not at all about their travel companion!). A smiling, white-haired woman in a canary yellow outfit, she attracted the attention of passersby by holding a bottle of Hardmade beer in her hand and showing off the latest alcohol flavors. For the uninitiated: Hardmade beer is a fairly new product on the market. It was introduced in 2021 by the Brewery and is aimed at Generation Y and Z. Hardmade is advertised as: "a beer inspired by the rhythm of the city, but with a lot of freedom and relaxation coming from nature, which at the very first moment reminds you of carefree summer days”"
Source: wirtualnemedia.pl
Anyone who knows the brand's vision and target audience did not think that the manufacturer would try to reach generations Y and with a female figure similar to our grandmothers. However, was this procedure deliberate?
Mrs. Hardmade, or the heroine of advertising, not only captures its positive image, but also it causes a smile on the faces of the audience, that is, it immediately causes some effect in them – as in potential consumers. Thus, the first goal of the brand, i.e. attracting attention, is achieved.
Curiously, he looks at the figure who is breaking the patterns-Missus. Hardmade loves the fashion craze, uses youth slang and encourages you to enjoy life. Moreover, as a person representing (often undervalued in Poland!) The Silvers generation wants to build relationships and share their positive energy with young people.
A broad campaign using the Mrs image. Hardmade is present not only outdoors, but also on the Internet and on TV. Thus, you can have contact with the heroine in different places and quickly get attached to the character of this smiling old lady. Hungry for slang used by Mrs. Hardmade is definitely worth visiting a specially created digital platform where they will find a few examples like this: https://hardmade.pl/. Dear Hardmade-this is how it gets into the younger generation now!
Hot coffee not only in winter
Who says we only drink coffee when it's cold outside? In the latest McDonald's campaign ,,It's easy to have a good day with McCafe Coffee”, the brand shows how one such drink can positively affect the beginning of the day. The advertisement simultaneously informs about the ongoing promotion for coffee for 6 PLN.
Source: YouTube-Kinads Movie Advertising Broker
,"It's easy to have a Good Day with McCafe Coffee" is a recurring promotion where each small or medium coffee costs PLN 6. The promotion includes six coffee offers, and each of them can be personalized as desired.
The latest McDonald's commercial was created in a warm spring setting and aired in May. So the ad is a perfect example of how coffee is no longer seen by brands exclusively as a warming drink. Until recently, coffee was presented as a remedy for cold days, an injection of caffeine for a good morning, a moment of pleasure at work. The coffee featured in the McDonald's ad is a way of life. It accompanies the main character while walking around the city and meeting with friends, and one sip of it changes the appearance of the entire environment.
Have you already used McDonald's for coffee for 6 PLN? What are your impressions? Share them in the comments!
Good to be…
According to the catering company, Viking Cuisine, It's good to be on Viking - literally and figuratively. The brand's latest ad campaign IT'S GOOD TO BE ON VIKING, encourages the audience to choose a diet from the suggested suggestion and gets their attention...in an unusual way.
Source: Instagram-Kasia Zielinska
The use of a catchy advertising slogan in combination with an abstract image of Caesar Claws and Ekaterina Zelinskaya sitting on a Viking – admit it yourself - is not an everyday sight.
Also interesting is the brand's strategic plan to attract actors to its activities, who not only became its faces on posters and outdoor advertising, but also play in commercials:"it's good to be on Viking." After all, the use of a variety of media and advertising tools allows you to achieve synergy and maximize the effect of advertising activities. Seats are designed to present the amenities that choosing a catering service entails, such as: ease of menu selection, time savings, and healthy food choices.
Currently, there are about 12 thousand public catering enterprises operating in Poland (the number is taken from the database of companies that prepare food for external consumers and carry out other gastronomic activities. This database is regularly updated, and its sources are the CEIDG, REGON, and KRS registers). Amid such a huge competition, food service brands must find a way to stand out.
Do ad campaigns have their own limits to creativity and controversy? If you have been in contact with these campaigns or have recently been surprised by another ad that differs in its unconventional approach, be sure to share it with us!
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
