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A look at Evolution of a few brands and how they stick with the times. (A mini case study)
In the Limelight: GoPro and Budweiser
“GoPro helps people capture and share their lives’ most meaningful experiences with others – to celebrate them together. The trip to mountains and beaches will totally be different and a life changing experience with the GoPro cameras Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun. What makes it different is the experience that comes with it be it trekking with the friends or going on a solo adventurous trip. There's a lot of development from the first GoPro that used traditional film to the ones that we have today. Climbing a hill or mountain? We as a brand are always trying to put the real life experiences of our customer to maintain a solid base line for our potential customer.
The insights that make it finest are-
A) GoPro uses the video of their customers in their advertisement that shows How they believe the people living their interest and passion captured at that moment are the best actors for their advertisement instead of some celebrity just acting it out. GoPro has “become a standard for how people capture themselves engaged in their interests, whatever they may be.” &
B) If you want to sell something that would only attract a particular kind of folks then the idea of glorifying your customer and indirectly glorifying the product is the best one can do.
Since 2004, GoPro has enabled people to capture their life’s passion in ways they could have never done before.
And this campaign GoPro: We're Going Public marks its space in the advertising world.
And, they are statically going on with one of the best harvests and one of the best marketing campaigns to make their CAMERAS finest for every single tenure. GoPro is one of the biggest technology success stories of the last few years – a camera that has rapidly become ubiquitous for high-quality athletic photography and action shots of all kinds. Although GoPro is everywhere today, its history goes back longer than most people realize: Its journey to the spotlight dates back to 2001.
We make the Go Pros, but our passionate community of filmmakers, photographers, and fans make them awesome.
Budweiser: The King of Beers
There’s only one King of Beers. Since 1876, Budweiser has been committed to quality. But the identity needed to reflect the same care and commitment that go into brewing a beer like no other.
How Budweiser Maintains Itself as America’s Best Beer Brand
People won’t always pay attention to TV advertisement and something that runs in between the videos we are so engrossed into that makes it hard for the audience to give any positive reactions to that advertisement but on the other hand, if you are placing your ads in the street then that can make a huge positive impact on the brand. People going to a party will make sure to take 6 packs with them. And, Budweiser is using that very fine to be no. 1 in America.
Budweiser even tries something similar to how GoPro advertises
So, in this way, they are sponsoring sports to create their brand awareness, and they used political events too to creates politically relevant ads Budweiser’s Born the Hard Way ad turned heads in the 2016 Super Bowl. “Budweiser’s kind of a mainstay. It’s a good old American tradition, like going to a baseball game or a college football game,” says Kevin Eichelberger, webmaster of BeerTees.com.
And the Budweiser Whassup Bud becomes the best and the most successful ad as many influencers recreate the ad among themselves. Budweiser has positioned itself as a brand that embodies "core American values" like "optimism and celebration". The main groups of people that don't drink Budweiser are Millennials, "sophisticated" men, women with "expensive taste" and high-maintenance people. The main idea behind budweiser is to build a people’s drink and not just a Beer beer and that is what stands out for them as it is budweiser for the buddies in every moment to sorrow & happiness.
So, in this way both the brands used diverse advertising styles and approaches to target their onlookers and the evolution of the brands too depends on how they grow themselves as an onlookers brand and as a middle-class and working-class American brand.
About the writer
Siddhi is a B.Com graduate from DU and is currently pursuing Ad&Pr from SACAC. She considers herself an illustrator and believes in embracing the randomness of life.