NEW AND IMPROVED

This weeks task was to take the idea of the Avozilla (a new and improved avocado 5x the size of a normal avocado) and market it to display how we could advertise it to the general public.

Background –

The avozilla is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low-risk avoidance (Hofstede Insights n.d.). For the avozilla a soft style advertising approach would be useful. This would include targeting the audience by telling them what this product will make them feel emotional. We could use advertisements that suggest when we buy a normal avocado and get that sense of satisfaction from it being perfectly ripe when we cut inside it, imagine the satisfaction of an even bigger avocado, at perfect ripeness.

Objectives –

To raise awareness of this new product, encourage trial and repeat purchase of the Avozilla.

Target audience –

The target audience we would appeal to is the avocado lover (more avocado to love with the avozilla) but also target the buyer of the house, the one who has the say in what products are being bought. This would typically be the mother of the family or the weekly shopper.

Proposition –

The SMP would be – Bigger and better than the typically loved avocado. This plays on the most loved feature of the avozilla as well as targeting avocado lovers.

Substantiation –

- 5 times the size of an average avocado.

- Average weight of 1.2kgs

- $12 each

The tone of voice –

The ‘mood’ of the advertisement would be relaxed and happy about the newest development in avocados. Possibly with a twist of excitement.

Media requirements –

A4 Print advertisement

Mandatories –

Logo, web address

- @taylalondonn