Martinelli’s Sparkling Cider is a brand associated with the most celebratory, fun moments of life. Oftentimes, any person wonders why life overall cannot be filled with the emotions of those moments. There is always that one thing that seems to drag on for hours and hours, even though it has only been ten minutes since it began. The “Have Fun” campaign is designed to suggest that any experience can be like the happy New Year or Graduation in which we normally enjoy Martinelli’s.
“Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas.” (Ch. 2, Pg. 4) In this particular example, the cider is not used in a party setting, as it is usually. “Meaning depends on context; by changing the context, you can imagine a different meaning. Basically, entertaining the as-if experiment allows for novel possibilities.” (Ch. 2, Pg. 4) This time, the frame is changed so that the cider is used in some manner of mundane everyday setting, suggesting that the cider is what makes the party what it is, and in saying this, communicates the message of enjoying life in a unique and interesting way.
“Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy.” (Ch. 2, Pg. 6) This campaign will present the strong, relatable message of simply enjoying life through strong visuals associated with celebration juxtaposed with images from everyday life. The copy consists of two simple words we have all used at some point in our lives: “Have fun.” It effectively conveys the message that life is something to be celebrated and enjoyed in its entirety, and that every moment has some fun in it if you look at things from a different perspective. In short, life itself is fun.
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