After an intensive thought process, I finally came up with my pitch for the ad campaign: an ad for Martinelli’s Cider with the slogan “Have Fun.” It is meant to say that there are a lot of dull, difficult, and boring things in this world, but Martinelli’s makes life exciting and interesting. To illustrate this point, the visual would be a science classroom setting, with the class working on the famous acid/base lab assignment. Instead of a bottle filled with vinegar, a balloon would be placed over a bottle of Martinelli’s Cider.
The thought process began with the challenges life brings a person on a day to day basis, with the premise being that Martinelli’s would help you through tough times. The message didn’t change much: it became brighter and happier, like the mood of the product itself. After scrapping the original ideas for being too negative, it was time to go back to basics. I described the product in almost childish terms: Bubbly, sweet, tart, apple-ey, sugary, fizzy, bright, celebratory, and romantic. I thought about what it was made out of, what settings it is used in, and what it does. Finally, an interesting tendency for fizzy products inspired me. The contents often became pressurized. I remembered all too many times that a plastic cap has flown off a bottle because it wasn’t stored properly. Perhaps, then, I thought, maybe that pressure could be used for an interesting concept. If the pressure could blow off a cap, it could no doubt blow up a balloon or a piece of bubble gum. It brought to mind a famous experiment done in many science classes, including the one I’d taken in the eighth grade. One put a baking-soda filled balloon atop a bottle of vinegar and watched it blow up. I knew I had my big idea.
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