The creative content for this project came from an appreciation for simplicity. Too many ads today are full of unnecessary words and imagery. I wanted to focus more making this ad as uncomplicated and easy to understand as possible, while still giving the viewer something eye-catching and thought-provoking.
While coming up with my concept, I thought a lot about balance and white space. The center of attention was going to be just that: in the center of the ad. It was going to be big, bold, but still fun. I didn't want to do anything asymmetrical. That's partly why the bagel is in the center. Since "viewers need to feel or sense balance in order to... believe the design is complete" (Advertising by Design, Robin Landa, pg. 126), it seemed silly to show something "incomplete".
Another priority was some sort of humor or funny imagery. And while "what is funny to one person...may not be funny to another", who doesn't love angel wings and a halo on a random object such as a bagel?
Thursday, September 16, 2010
Einstein Bros. Bagels: Promotion
Promotion for Einstein Bagels is going to be as clean and simple as the product.
First, there will be print ads running in cooking magazines. People who like good food will LOVE Einstein Bagels.
Then, we'll send a punch card to every house within twenty miles of an Einstein restaurant.
Eventually, we'll move toward commercials running between 5:30 pm and 8:30 pm, when families are most likely to be together and watching television.
And when all else fails, we'll say it big with a billboard.
First, there will be print ads running in cooking magazines. People who like good food will LOVE Einstein Bagels.
Then, we'll send a punch card to every house within twenty miles of an Einstein restaurant.
Eventually, we'll move toward commercials running between 5:30 pm and 8:30 pm, when families are most likely to be together and watching television.
And when all else fails, we'll say it big with a billboard.
Einstein Bros. Bagels: The Big Idea
The big idea behind this new direction for Einstein Bagels is that it isn't trying to reinvent the wheel. Actually, it's more of an improvement. Some advertisements prefer to say something outright and not leave anything to the imagination. Suffice it to say, we're not using that approach.
With the "Wholly Experience" ad, we're using a visual analogy, which is basically "a comparison based on similarities or parallel qualities" (Advertising by Design, Robin Landa, pg. 67). The comparison in this case will be the bagel as compared to an experience coming "full circle", if you will. You get a "whole" experience when you go to Einstein.
It is safe to say that there's an element of exaggeration in most ads. For this ad, the exaggeration might be found in the "heavenly" aspect of it, with the wings and halo around the bagel. But it is this "overstatement or enlarging the truth beyond bounds" that is going to help "express just how terrific...[the] product is" (Advertising by Design, Robin Landa, pg. 80).
Another reason why Einstein Bagels are so good is because they are genuine; they're
"not an imitation, but bona fide" (Advertising by Design, Robin Landa, pg. 83). Other guys try to make a bagel that's as close to an original as possible. But Einstein takes it a step further. They come up with their own bagels and shmear flavors. Anyone can put cream cheese on a bagel. But who else would come up with Sun-dried Tomato and Basil shmear? Einstein, that's who.
With the "Wholly Experience" ad, we're using a visual analogy, which is basically "a comparison based on similarities or parallel qualities" (Advertising by Design, Robin Landa, pg. 67). The comparison in this case will be the bagel as compared to an experience coming "full circle", if you will. You get a "whole" experience when you go to Einstein.
It is safe to say that there's an element of exaggeration in most ads. For this ad, the exaggeration might be found in the "heavenly" aspect of it, with the wings and halo around the bagel. But it is this "overstatement or enlarging the truth beyond bounds" that is going to help "express just how terrific...[the] product is" (Advertising by Design, Robin Landa, pg. 80).
Another reason why Einstein Bagels are so good is because they are genuine; they're
"not an imitation, but bona fide" (Advertising by Design, Robin Landa, pg. 83). Other guys try to make a bagel that's as close to an original as possible. But Einstein takes it a step further. They come up with their own bagels and shmear flavors. Anyone can put cream cheese on a bagel. But who else would come up with Sun-dried Tomato and Basil shmear? Einstein, that's who.
Sunday, September 12, 2010
Einstein Bros. Bagels: Competitive Analyses
The way Einstein Bros. Bagels fulfill one's hunger desires is quite unique, as they also fulfill emotional desires. Sometimes customers simply need a pick-me-up, a positive experience to help them get through the day. So they go to Einstein because they know that the product they receive is going to be of high quality. The bagel is going to make their stomach full of not only dough and shmear, but wholesome goodness! That goodness breeds happiness, and that happiness results in a satisfied customer.
Other companies, such as Sara Lee, do not have that emotional connection to the customer. Einstein knows that "people's motives for consumption might be based on meeting emotional needs" (Advertising by Design, Robin Landa, pg. 62).
One similarity between Einstein and Sara Lee is that both companies do not advertise everywhere and in every way. When representing something as simple yet essential as bread, it is important to not bombard the consumer with ads. Rather, trust (for the most part) that the customer will continue to buy your product. Honestly, what is life without bread, especially bagels? Both companies have faith in their supports, or something that "backs up a claim" (Advertising By Design, Robin Landa, pg. 64): you need our product to survive. What backs this up? Well, try going weeks on end without having your Asiago Cheese bagel with Garden Veggie shmear and you'll see what I mean. Some things are just too delicious and wonderful to give up. So don't give up your bagel! Go to Einstein and put a smile on your face.
Another great marketing technique Einstein uses is the cute cartoons of the "Einstein Brothers". Though the founders of the Einstein Noah Restaurant Group, Inc. were not named Einstein, the fact that the company attached "mascots" to their chain makes it that much more personable. You don't see any of the other big-name bread companies using this method to draw customers in. And that is just one of the many reasons why Einstein Bros. Bagels is the most successful bagel brand around!
With the kind of success Einstein has constantly had, there really is nowhere to go but higher up! One way the company can improve is by advertising just a bit more. It's not going to be through guerilla advertising of any kind. We'll be slightly subtle and continue to be as casual as ever. Let's reach out to our already-loyal customers by giving them a "punch card". It's a great rewards system that keeps 'em coming back. Here's how it will work: There are ten pictures of bagels on a card. For every bagel (excluding Bagel Buckets, which have 13 bagels PLUS two shmear tubs) a customer purchases, one of the bagels on the card gets hole-punched. When every bagel is punched, the customer gets a free bagel of their choice. It's simple, yet effective.
Thursday, September 2, 2010
EOC: Week 8: Really Good Example of Chapter 8
AT&T likes to be very innovative when it comes to their advertisements, print and otherwise. This one, which features hands painted and shaped like the Eiffel Tower in Paris, France, is nothing short of innovative.
One of the great thing about it is that it doesn't look like an ad. Rather, it follows the advice of Kevin Roberts, CEO of Saatchi & Saatchi, as it has "simplicity, relevance and an immediate emotional connection to the consumer's heart, through a stunning visual" (Advertising by Design, Robin Landa, pg. 143).
The stunning visual in this case is the "hand-made" Eiffel Tower with the cell phone (and the company's logo) in the center. With this, the ad is pushing the idea that AT&T's phones and service are reliable and expansive... all the way to France.
The size of the logo is very important, as well as its context. This context "often determines its impact and provides information" (Advertising by Design, Robin Landa, pg. 148). With the logo where it is in the image, both on the image and on the product, the ad successfully demonstrates good graphic as well as advertising technique.
Einstein Bros. Bagels: A Wholly Experience
What do you think of when you hear the word "wholly"? Quite a few things, actually. It's a homonym, so other words sound like it. For example, you could hear "holy", as it religiously sacred. Or, "holey", if you are describing something that has a hole torn in it.
But what Einstein Bros. Bagels gives is a "wholly" experience. That is, they give a complete experience each time you stop in one of their many locations.
Think about it.
As you walk towards the doors, the scent of fresh-baked goods fills your nostrils and puts a smile on your face. Then you walk through those doors, and suddenly another aroma takes over: that of their Darned Good Coffee. The variety of the (also freshly made) coffees is so tantalizing, you almost wish you could stick a giant straw in the vat and slurp it all up, savoring every sip.
But wait! You haven't even placed your order yet! As you approach the counter, you see a smiley-faced bagel pro ready to make your brunching dreams a reality. So, you recite your request. (My personal favorite is a Spinach Florentine Bagel with Sun-dried Tomato and Basil Shmear, lightly toasted. YUM!) And as you utter the words that shall soon enough be sitting in front of you, it is almost as if you are praying. "I would like a (insert chosen bagel here) with (insert chosen delicious shmear here), please."
And so you head toward the cashier, (and then to your table until your bagel is ready) nearly floating. The excitement is mounting. Waiting seems unbearable, but you know the anticipation is more than worth it in the end.
That first bite of toasty, shmear-y, yummy goodness is all it takes for you to be on Cloud 9. Absolute perfection. Every bite you take becomes more and more sacred. And though good things don't last forever, you know the time will come soon enough for you to indulge in the delicacy that is an Einstein Bros. Bagel.
But what Einstein Bros. Bagels gives is a "wholly" experience. That is, they give a complete experience each time you stop in one of their many locations.
Think about it.
As you walk towards the doors, the scent of fresh-baked goods fills your nostrils and puts a smile on your face. Then you walk through those doors, and suddenly another aroma takes over: that of their Darned Good Coffee. The variety of the (also freshly made) coffees is so tantalizing, you almost wish you could stick a giant straw in the vat and slurp it all up, savoring every sip.
But wait! You haven't even placed your order yet! As you approach the counter, you see a smiley-faced bagel pro ready to make your brunching dreams a reality. So, you recite your request. (My personal favorite is a Spinach Florentine Bagel with Sun-dried Tomato and Basil Shmear, lightly toasted. YUM!) And as you utter the words that shall soon enough be sitting in front of you, it is almost as if you are praying. "I would like a (insert chosen bagel here) with (insert chosen delicious shmear here), please."
And so you head toward the cashier, (and then to your table until your bagel is ready) nearly floating. The excitement is mounting. Waiting seems unbearable, but you know the anticipation is more than worth it in the end.
That first bite of toasty, shmear-y, yummy goodness is all it takes for you to be on Cloud 9. Absolute perfection. Every bite you take becomes more and more sacred. And though good things don't last forever, you know the time will come soon enough for you to indulge in the delicacy that is an Einstein Bros. Bagel.
Week 8: EOC: Authority
Stefan Sagmeister of Sagmeister Inc. put it best when he said "Make it huge, or make it tiny."
I was already thinking about the design and layout of my ad, especially as far as how I'm going to incorporate typography into it. This statement confirmed for me the ad's design.
So far, I'm thinking about putting my product in the center of the page, big. (Not sure yet what I want the background to be... White? Black? A photograph? Hmm...
Also, Michael Sickinger of Firmenich said something very interesting: "Type, by itself, can be the design." So what if I put the product itself inside the font, as a letter unto itself? Ah!
There's really so much you can do with type, it's kind of overwhelming. But in this case, overwhelming might be a good thing.
I was already thinking about the design and layout of my ad, especially as far as how I'm going to incorporate typography into it. This statement confirmed for me the ad's design.
So far, I'm thinking about putting my product in the center of the page, big. (Not sure yet what I want the background to be... White? Black? A photograph? Hmm...
Also, Michael Sickinger of Firmenich said something very interesting: "Type, by itself, can be the design." So what if I put the product itself inside the font, as a letter unto itself? Ah!
There's really so much you can do with type, it's kind of overwhelming. But in this case, overwhelming might be a good thing.
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