EOC Week 3

•Interpret the problem – Getting the market share of smokers to smoke Newport cigarettes and relate smoking them to a positive and pleasurable experience.
•Understand the creative brief – The creativity in the Newport ads is usually always about doing something other than smoking, doing something that people find joyous such as: skiing, being at the beach, being with friends, playing cards, etc. Even when the ads do include a person with a cigarette they are always doing something fun.
•Say it outright – The ads are consistently creating a connection between not the cigarettes themselves, but the brand of Newport to pleasure.
•Know your audience – Newport wants to attract younger people in their 20’s and early 30’s, people that are successful and know how to have fun.
•Write your objective – Newport’s objective is to create a conscious connection in the consumers mind between the brand and pleasure.
As I looked at all the Newport ads I noticed two things that stood out to me most. The first was that in hardly any of the ads did you see anyone actually smoking a cigarette. Secondly, in all of the scenes Newport creates you always see the people doing something that normal American people would enjoy doing. This one caught my eye the most, the ad reads “After all, if smoking isn’t a pleasure, why bother?” and “Alive with pleasure!” When I saw this I looked back to all the ads and noticed a third thing, all the ads have the word pleasure in them. Newport is trying to disconnect the fact that smoking cigarettes can kill a person by creating a scene of young healthy people having fun and with putting alive in their ad and not just that you’re alive but you’re doing it with pleasure. To me, it seems that Newport isn’t worried about people thinking of the act of smoking as pleasurable yet just the brand Newport represents pleasure.