Evolving Brand Messaging

Evolving Brand Messaging

Companies often change how the present their products and themselves over time to stay releveant in a changing world.

You will be randomly assigned two commercials to watch, an older and a newer commercial on the same product (all products are well-known beverages). You will need to watch the videos (as often as needed) and then answer the following questions below. Remember to answer each question with a complete paragraph or two to get full credit for the assignment. You can also reference the commercials or find additional commercials to support your ideas, claims, or opinions. Use APA or MLA guidelines when referencing someone else’s work.

Gatorade Old Commercial

https://www.youtube.com/watch?v=75Gxqg4BqTM

Gatorade New Commercial

https://www.youtube.com/watch?v=rBc96uDKI8M

Questions:

What are the differences between the old and the new commercials regarding how they are building the brand image, theme, and messaging?
What aspects of target marketing have changed, or are they the same? Why would a company maintain the same target or try to target a new market?
Identify a product that has also changed over the years and provide an example of a commercial in which the product was advertised differently.

Please note that full explanations should be provided in response to the questions (1 paragraph minimum for each question). The assignment may also include research into the topic or finding another commercial to do a comparative analysis between the commercials. You must provide a reference list for these assignments, including the commercial link.

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APA

The older Gatorade commercial (https://www.youtube.com/watch?v=75Gxqg4BqTM) focuses primarily on showcasing the product’s athletic connection, with a simple and straightforward approach that emphasizes the effectiveness of Gatorade in rehydrating athletes. The theme centers around physical performance, depicting athletes engaging in intense activities like running and playing sports, with a strong focus on the brand’s history and its relationship with athletes. The messaging in this commercial is direct and emphasizes Gatorade’s role in helping athletes recover and improve performance, with little focus on broader appeal or emotional storytelling.

On the other hand, the newer Gatorade commercial (https://www.youtube.com/watch?v=rBc96uDKI8M) takes a more emotional and inclusive approach. The commercial highlights not only professional athletes but also everyday people and athletes at various levels, illustrating how…