ANALYSIS OF THE EFFECTIVENESS OF SELECTED ADS
The Death Wish coffee ad has won a contest to be one of the featured commercials at the Super bowl next week. Given the large number of viewers of the Super bowl, this is a highly prized win.
Death Wish coffee is a premium coffee that is marketed to the millennial that are willing to pay about $20-$25 a pound for their coffee. It is a very strong, and specialized brew and not for the faint of heart.
The objective of the ad for the Super Bowl is one dimensional to sell the millions of pounds of coffee beans that the owner has ordered and prepared for this promotion. Death Wish coffee is already the top seller on Amazon.
The primary message is that coffee should be as black as hell and as strong as death, according to the owner, Mike Brown . The taste of coffee is for real coffee lovers and is not weak but a bold blend of privately roaster green beans.
This ad has the components that are needed for a successful ad and its effectiveness will be visible after the Super bowl when the measurement statistics come out. The ad was a winner of an Intuit "Small Business, Big Game" contest . The coffee is strong and competition in the vertical is quite rampant. And the owner Mike Brown feels confident that his product can withstand the competition.
The story behind the company has already garnered much interest before the commercial airs. The owner is an entrepreneur who was an accountant and needed the strong coffee at 3PM. Eventually he left the office and started a small shop in Saratoga which has grown into this year he will probably sell over 250,000 pounds of specially roasted beans.
Whether this ad is effective or not is yet to be measured. It has raised a great deal of interest from the Intuit contest already. The ad features both comedy and is unexpected in that it is set on a pirate's ship. It is different enough that perhaps it will score another win and take the highest number of views and sales in the Super bowl.
A full version of the ad can be seen here as well as one the Death Wish coffee Face book page.
http://www.cbssports.com/nfl/eye-on-football/25466267/super-bowl-2016-commercials-death-wish-coffee-co-wins-intuits-contest
References
Dubin, J. (2016, January 28). Superbowl Winner. CBS Sports , pp. [online]http://www.cbssports.com/nfl/eye-on-football/25466267/super-bowl-2016-commercials-death-wish-coffee-co-wins-intuits-contestAccessed January 2016.
Markovi, P. (2016, January 28). This Entrepreneur's Death Wish Has Come True. Fortune, pp. [online] http://fortune.com/2016/01/28/intuit-death-wish-super-bowl/. Accessed January 2016.
Roberts, D. (2016, January 28). Tiny coffee company expects to sell"millions of pounds thanks to Super Bowl ad. Yahoo Finance, pp. [online] http://finance.yahoo.com/news/death-wish-coffee-wins-super-bowl-ad-055636817.html. Accessed January 2016.
