BABETTE ADVERTISING COMMUNICATION EXECUTIVE SUMMARY

This report has been written for the ADVERTISING AND MARKETING COMMUNICATION class. The aim of this report is to show a marketing campaign which is problematic. In a first time, I will analysed it and criticize it precisely in order to show what the bad elements of communication are. Secondly, I will compare their communication with their competitor. Then, I will try to say how it could be a good campaign and precisely what we have to change to turn it into a successful campaign. Finally, at the end of this report, I will explain what outcome will result of this new campaign and what are the reasons which permit that. I chose a French campaign for a famous “crème fraiche” brand: BABETTE.
EXECUTIVE SUMMARY 2
1 Presentation of Babette
1.1 General presentation of the campaign and the brand 1.1.1 The Brand – the Company 4
1.1.2 The advert 4 1.1.3 The slogan, translation and explication 4
1.2 Why this campaign is bad - examples 1.2.1 A relational error 5 1.2.2 A campaign ethically questionable 5 1.2.3 The campaign has not had the desired effect 5
1.3 What could be improved 6
2 Bad communication elements 2.1 A message which is confusing 2.1.1 Non-understanding of advertising 6 2.1.2 The woman position 6 2.2 A colour inappropriate 6
3 How the campaign is relevant 3.1 Artistic aspect 3.1.1 Creativity, originality 7 3.1.2 The character of « Babette » 7 3.1.3 “Lasting impression” 7 3.2 Comparison with it French competitors 3.2.1 Bridélice 8 3.2.2 Elle et Vire 8 3.2.3 Others competitors 8
4 What could it be changed and how 4.1 Soften the impact of the message 4.1.1 “Passer à la casserole” 9
4.1.2 A new slogan 9
4.1.3 Different colors 9 4.2 Reconsider the place of women in advertising 4.2.1 Sexism 9 4.2.2 Why not a man? 10
5 Result of the new