The first phase of the IMC Project is for students to identify a brand that currently has a weak advertising campaign (e.g. 3+ executions where tagline misses target audience, execution horrible, etc.

S TARBUCKS D OUBLESHOT “Double the You” -Multitasker -Workhorse -Eager Beaver S TARBUCKS D OUBLESHOT “Multitasker” “Double the You” https://www.ispot.tv/ad/79Td/starbucks -doubleshot -coffee -and -protein -multitasker S TARBUCKS D OUBLESHOT “Workhorse” “Double the You” https://www.ispot.tv/ad/AVqd/starbucks -doubleshot -workhorse S TARBUCKS D OUBLESHOT “Eager Beaver” “Double the You” https://www.ispot.tv/ad/Aky4/starbucks -doubleshot -eager -beaver Purpose: To illustrate that Doubleshot drinks make you a better you; they make you look prepared for anything at anytime. Audience: Young professionals looking for energy to excel in their everyday roles. Evidence: Drinking Starbucks Doubleshot will open doors to opportunities that even you didn’t think you were prepared for, but Doubleshot will be your motivation. Relevance: Images of the Eager Beaver and Multitasker distract you from the actual product being sold. Reasoning: The ad puts too much power in holding a can in your hand, which doesn’t support that main attraction of the ad -the beaver and multitasker. The ad makes the Doubleshot drinker look like an underachiever, or someone who is not prepared to take on any responsibility. The ad is named after the “multitasker” and “eager beaver” yet doesn’t connect those characters to their actual product. The ad doesn’t actually portray the two real benefits of the drink which are taste and an increase in energy. R EASONING W HY A D C AMPAIGN I S W EAK