Kära dagbok. Hur går det till när man tar guld? : Innehållsanalys av Spendrups reklamkampanj
This is a case study of the advertising campaign “Guld till alla” (Gold to Everyone) embarked upon by Spendrups Bryggeri AB in a bid to promote Norrlands Guld, during the period 2004. The approach used by Spendrups will be compared with theories about communication planning, communication strategies, target group definition and how to create effective advertising. The main purpose of the comparison is to find which central elements that made the campaign successful. The method we have chosen to use is an explanative content analysis with influences from the dialogue analyse.
“Guld till alla” was suppose to be an massive and coherent campaign which was to be integrated with large sports events, such as the Ice Hockey World Championship, UEFA European Championship and the Summer Olympic Games, that all took place the year 2004. The target audience for the advertising campaign was all men interested in sports. An important part in the planning stage of the advertising campaign was to work with brand development primarily by product positioning. As suggested by the brand name Norrlands Guld the consistent theme for the campaign was “Guld till alla” (Gold to Everyone). This theme provides an obvious connection to both sports and to the brand name of the product. In this connection, together with availability, we see two distinct examples of value positioning for the product.
Spendrups has mainly chosen to use television advertising in this campaign. Television is considered to have a greater impact on the viewer than any other media, mainly due to the fact that it reaches a larger group of consumers.There is an established correlation between individual preferences and the type of advertising that one relates and attracts to.
For instance the segment known as viewers’ favourite advertisements should be amusing, exciting and contains surprising moments.These adverts should be full of warm feelings, comprise well chosen characters and dare to be different. These are all qualities we believe that the advertising “Guld för alla” have.
The elements we consider to be the most central in helping the advertising campaign to succeed are their distinct value positionings and their use of the qualities of the soap opera. These two factors have led to the establishment of consistency in their communication and high acknowledgment of the brand among consumers.
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