For this school project, I was tasked with:
- Choosing a company.
- Conducting a simple SWOT analysis.
- Writing a script for an advertisement for a new product by my chosen company.
- Creating a video from scratch implementing the points from my script.
I originally wanted to conduct a SWOT analysis for Staples, however, I decided to pivot to Breyer's midway since I found their new Non-Dairy frozen desserts to be an interesting product.
Planning & Script:
This advertisement is meant to be a short video for YouTube commercials. The goal of this advertisement launch is to help Breyer's gain 10-15% more sales within 2-3 months. The effectiveness of this campaign can be measured by sales reports issued within the specified timeframe of 2-3 months after the ad launch.
Narrated Voiceover (AI Voice):
[BIG TEXT ON SCREEN THAT READS “DAIRY ALLERGIES?”]
Narrator: “Dairy allergies? We've got a scoop for you!”
[SCENE CUTS TO THE NEW NON-DAIRY FROZEN DESSERTS]
Narrator: “Introducing Breyer's Non-Dairy – a heavenly escape for your taste buds without the dairy drama!”
[SCENE CUTS TO A CHILD EATING ICE CREAM OR TO REAL FRUITS AND NO ARTIFICIAL INGREDIENTS]
Narrator: “Creamy, dreamy, and totally dairy-free. Breyers Non-Dairy is made with almond milk, giving you unapologetic flavors without a compromise.”
[SCENE CUTS TO FAMILY EATING ICE CREAM]
Narrator: “We get it – missing out on the joy of ice cream is no fun. But with Breyers Non-Dairy, the party’s back on!”
[SCENE CUTS TO A CHILD LAUGHING]
Narrator: “So, if dairy's a no-go, make Breyers Non-Dairy your go-to. Because everyone deserves a scoop of joy.”
[SCENE CUTS TO ALL THREE NON-DAIRY FLAVORS ON SCREEN WITH TEXT UNDERNEATH READING “#BreyersNonDairy #ScoopOfJoy”]
Narrator: “Indulge without worry, because life's too sweet to skip dessert.”
Background Music:
The background music for this advertisement will be an upbeat royalty free song called “Good Vibe” by Twisterium. This song works well with this commercial as it gives off an upbeat and cheerful feeling, perfect for a product that especially targets children or their parents.
About the Advertisement:
Breyer's is a classic American ice cream and frozen dessert brand which has been around for over a century and a half. For this project, I presented a simple demo for a YouTube Ad Breyer's could produce to promote their Non-Dairy products.
Quite simply, I included the Non-Dairy products Breyer's offers, some emphasizing text at the beginning, a few stock clips to represent scenes that could be included in the commercial, and upbeat music to keep viewers engaged. I tried to focus more on the emotional aspect of not being able to eat dairy ice cream than the natural ingredients used in their product which make them special. This is because someone with dairy allergies would relate more to the emotional aspect and could care less about the healthiness of the ice cream (since he/she would be looking for ice cream they can eat in the first place). As someone with dairy allergies, I can say that an ad that focuses more on relatability is more effective because of the grief of missing out on a treat millions of other people get to enjoy. This ad would be most effective during the summer and spring seasons. Hence, marketing campaigns should be targeted to these two seasons as other seasons serve as a weakness to Breyer's sales. By paying for YouTube ad space, Breyer's can reach a more targeted audience (since YouTube’s algorithm will display these ads to viewers it thinks are interested in this product). One of Breyer's strengths is their strong brand recognition. Most people in America know a thing or two about Breyer's ice cream, if not just the brand itself. This is why the ad doesn’t waste time explaining Breyer's mission or vision. Fortunately, trends causing consumers to shy away from unhealthy foods such as ice cream are not a point of concern for most consumers in the target market for this ad. This is why not much emphasis is given to Breyer's natural and quality ingredients.
