Conspiracy Free Spread

As its advertising had become dormant for an established brand. In remaking this piece of work, I need to start by creating a true advertising brief that I can effectively answer, as I felt that was the main weakness of the campaign. After my rewrite I will then analyze my previous work and improve it. Thankfully since my first-year campaign, speculation and distrust amongst the public towards higher authority is several times higher than they were two years ago. With unrestricted access to the internet for people too old, people too young and people too stupid, misinformation spreads at an unprecedented rate. Whilst this is a huge issue, I hope to create a fun campaign for an established brand that can empathises with an increasingly inquisitive public with lighthearted humour. first I created the brief for this idea.

PRODUCT/ SERVICE

I can’t believe it’s not butter.

OBJECTIVE

Promote “I can’t believe it’s not butter”.

TARGET AUDIENCE / MARKET

20 and over, both males and females

STRATEGY

to position “not butter” as the premium spread for all your culinary needs

PROPOSITION

The brands slogan is its name simply put ‘I can’t believe it’s not butter’ but if it’s unbelievable then what is in it?? With any product created to replicate real food, such as the beyond burger, it will face a much higher amount of public scrutiny and suspicion, this has led to a small but notable amount of the population refusing to buy the product out of conspiracies they have heard. It is now easier than ever for misinformation to be spread, with a divisive political climate and unrestricted access to social media for people who are too obtuse to differentiate fact from fiction, it is important to cement this brand as above conspiracy and scrutiny.

SUPPORT

1. “The wide availability of user-provided content in online social media facilitates the aggregation of people around common interests, worldviews, and narratives. However, the World Wide Web is a fruitful environment for the massive diffusion of unverified rumours. In this work, using a massive quantitative analysis of Facebook, we show that information related to distinct narratives––conspiracy theories and scientific news––generates homogeneous and polarized communities (i.e., echo chambers) having similar information consumption patterns. Then, we derive a data-driven percolation model of rumour spreading that demonstrates that homogeneity and polarization are the main determinants for predicting cascades’ size.” (https://www.pnas.org/doi/10.1073/pnas.1517441113).

2. “As for the mass public, 73% of Americans believe that conspiracy theories are currently “out of control” and 59% agree that people are more likely to believe conspiracy theories “compared to 25 years ago”. (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9299316/)

TONE OF VOICE

Funny, self-aware, reflective

DESIRED CONSUMER RESPONSE

Feel – “I can rely on this brand”.

Think – “my concerns about the spread from misinformation are quelled”.

Do – “I’m going to buy this spread next time I’m shopping”.

MEDIA REQUIREMENT

ad shells, print ads, billboards.

INSIGHTS

Attitudes – That they want a trustworthy spread.

Beliefs – they may be suspicious of the spread as it is not real butter.

Concerns – That the ingredients are unknown.