Analysis of Marketing Campaigns
I have chosen two ads for this assignment: Coors Llight’s “Could use a Beer” and Kodak’s Sharing Photo commercials. “Could use a beer” is a recent commercial by Coors Light Company, the beer maker advertising beer to boost its market awareness and sales during the COVID-19 pandemic. The company devised the “could use a beer” slogan to indicate to the public that they can use its beer to relieve the stress of the quarantine and restriction of movement brought about by the pandemic (Cyca, 2020). People had been quarantined and could not reach their favorite joints to have their beers. Thus, the company suggests that even if they are quarantined and cannot move, they could gift them the free six-pack beer they long for to relieve the stress and pain of quarantine. The ad shows a 93-year-old granny enjoying the free beer while in isolation.
Kodak’s, on the other hand, is a famous 1980s commercial that showed on television showing older people on a bus sharing memories of their clear photos taken using Kodak’s camera and produced by its studios (Photographer.com, 2020). It is a picture taken from a short Kodak commercial on television, and it shows how older people are amazed by the pictures, reminding them of the memories they shared. In other words, these people appreciate the power of Kodak to preserve such memories.
The actual meaning of Coors Light’s “could use a beer” is that his beer is safe and liked by people of all ages. This is why a 93-year-old granny had been longing for it, and when given it, she shows joy for finding something that could quench her thirst for an everyday, quarantined life. In other words, the ad means that the six-pack beer could help relieve stress and make people happy amid the pandemic (Morr, 2020). The actual meaning of Kodak’s sharing photos commercial is that peoples’ past events cannot be buried and forgotten forever but could be remembered by pictures taken by Kodak studios and cameras. Therefore, the ad aimed to convince many people to buy Kodak’s cameras so that their old memories could not be lost.
Social media commercials such as the “Could Use a Beer’ can be shared on other social media by individuals. People learn about the ad and its message by sharing it on social media. However, an old commercial such as that one of Kodak only aired on television; those people who were watching the television were the ones who only got the message, and it could not be shared with others. Coors Light’s social media commercial is short and precise but carries a heavy message (Morr, 2020), unlike Kodak’s old commercial, a video that took time to be aired and deliver the message home.
Both Kodak and Coors Light commercials were successful in that they led to an increase. The Kodak commercial was among the many other commercials the company advertised to keep Kodak ahead of its competitors (Photographer.com, 2020). Kodak’s ad was successful because it convinced the public that no other company could make excellent cameras to take clear pictures to remind them of their fond memories like Kodak’s cameras. Coors Light’s “Could use a beer” commercial was successful because it addressed the real problem Americans were undergoing. Americans were in quarantine and were missing the good things outside, and one of them was the beer because they could not go to joints (Cyca, 2020). Therefore, gifting them with free beers was a perfect way of addressing the stress and fatigue that the COVID-19 pandemic had brought about. The company gave away 500,000 free beers, which surprised and tickled beer lovers; hence, the company suddenly became famous.
After reviewing the ads, I got some ideas about them. Kodak’s commercial reminded me of how far the world has gone regarding sharing photos, ideas, and memories. During those times, a photographer would come and take pictures of people during an event and go to the studios to produce the pictures to bring them to the owners. However, things have changed in the modern world of sharing pictures, which is almost instant. People take photos with their smartphones and share digital photos instantly. Therefore, technological advancement has made things more accessible than before. The Coors Light social media commercials, show how easily a company can advertise its products on social media and how easy it is to share the messages. I also believe timing in commercial ads is critical; do not waste time when a brand is in the spotlight. This is evidenced by Coors Light ads produced at the right time, which hit the market, boosting the company’s awareness far and wide.
Some lessons we can learn on how businesses use social media such as Facebook, Twitter, and others are that content remains the king when advertising. If social media ads lack interesting, informative, and entertaining content, it can be hard to attract and retain the attention of the targeted audience. Another lesson from social media in advertising is that visual images are vital. Using visual images helps reinforce the message to make it more concrete and exciting.
Conclusion
The analysis is about two famous ads by Kodak and Coors Light. Kodak’s ad is an old television commercial aired in the 1980s showing how people can easily remember their memories by taking pictures using Kodak cameras and studios. At the same time, the Coors Light social media ad advertises the beer. The difference between the two ads is that individuals can share Coors Light ads on social media. Still, Kodak’s commercial was a television ad that could not be shared individually since there was no social media. Both commercials were successful because they carried interesting messages and visuals that excited the viewers. We can learn that technological advancements have changed how people share information, interact, and advertise their products.
References
Cyca, M. (2020). Seven of the best social media campaigns and what we can learn from them. Retrieved from https://blog.hootsuite.com/social-media-campaign-strategy
Morr, K. (2020). Coors Light Could Use a Beer Campaign. Retrieved from https://www.projectdigital.org/coors-light-campaign/
Photographer.com. (2020). The nostalgic Kodak commercial reminds us of sharing photos before social media. Retrieved from https://www.thephoblographer.com/2020/01/30/nostalgic-kodak-commercial-reminds-us-of-sharing-photos-before-social-media/
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Question 
We have been looking at successful ad campaigns using social media. Let’s apply this directly and see how this compares with older advertising methods.
Analysis of Marketing Campaigns
Choose a recent social media campaign, possibly one you interacted with. Below are some possible examples:
ALS #IceBucketChallenge
Always #LikeAGirl
Coca-Cola #ShareaCoke
IKEA book book videoMcDonald’ss Super Bowl 2015
Taco Bell #OnlyInTheApp
Virgin America Boo videos
Then, consider an older commercial before social media was (as significant) an influence. You can look at famous ads on YouTube.
In a minimum of 3 pages, please do the following:
Provide an introduction with a summary of the ads you chose and an explanation of the stated intent behind the ads.
From there, look at what the ads say (like a beer ad might be demonstrating that women are sex objects).
Describe how social media plays into the intent and the actual messages. What’s the difference between the two you chose?
What made the ads successful (or not successful)?
After reviewing the ads, what are your opinions about the product or brand?
What can we learn about how businesses use Twitter, Facebook, Linked In, etc. to communicate, network, broaden their customer base, and promote their products/services?
Summarize your analysis.