DESIGNER

Kinley Renger

PROFILE/DESCRIPTION

The Brand:

• Based in Woodstock, Illinois, exurb of Chicago
• Advertising for the Claussen mini pickles
• Provide pickles with the best crunch, flavor, and freshness, while still minimizing the amount of processing the pickles undergo
• A largely family business, generations of workers 
• Sells products in stores like Safeway, amazon, whole foods and most other grocery stores
• All pickle lovers like them
• Old fashioned pickles- use an original recipe
• Vegan, kosher, fat-free

Place:

• Santa Barbara county, California
• Mostly young, renters, w/o kids
• Medium income
• Very liberal 
• White and hispanic people make up majority of the population
• College students and large downtown area in Santa Barbara/UCSB

My ad will be placed in Santa Barbara county, more specifically in downtown Santa Barbara, because it has a large population of young, educated liberals.  It is close to a large college (UCSB) and Santa Barbara is a large, very populated city.  The large number of students and young millennials/gen-Z people makes it a good spot for my ad as it aims to target those demographics, and the joke will land well among them, however not as much among older, more traditional people.  There are also less children, which is good, because people without children are the target. 

 

Brand advantages:  natural, minimal processing, history of good service, fresh
Brand attributes: reliable, old, healthy, loyal, fresh ingredients, generational, owned by Heinz
Brand experience: crisp, delicious, satisfying, crunchy, easy

GOALS

I want people to find the posters funny, and think of Claussen as a funny, hip, and modern brand, who is not afraid to rebel against ad norms, or cause controversy.  When people are at the store buying pickles, this will hopefully create the targeted audience to be more likely to remember Claussen and buy from them instead of the competitors.  Claussen is an old brand, but by using suggestive jokes aimed at younger generations, it will show that they are changing with the times, and are still very relevant.