How P&G decided which brands to include in its multi-brand Super Bowl 2020 ad. what the risks are of combining brands in a single ad.
According to Ad Age contributor, Jack Neff, this year’s Super Bowl should have been called the Co-Op Bowl.[1] The networks[2] airing the Super Bowl have traditionally not welcomed overt multi-brand ads; however, Super Bowl 2020 included a number of multi-brand ads, many featuring brands from competing parent companies, such as Kraft Heinz’ Planters and P&G’s Mr. Clean.
Your task:
- Research: Using reliable sources (more than one), find out.
- how P&G decided which brands to include in its multi-brand Super Bowl 2020 ad.
- what the risks are of combining brands in a single ad.
- Get Creative: Not using any of the brands featured in Super Bowl 2020 multi-brand ads:
- propose three brands from a single parent company (P&G, Kellogg, Mars, Unilever, Coca Cola, Mondelèz, just to name a few) to feature in a multi-brand ad.
- outline which of the three brands will be the featured brand.
- describe the creative situation, scenario, story or incident that will be dramatized by these brands.
- explain how you will protect the brand equity of each of the brands.
- Write: in an informal memo report, using graphic highlighting and headings:
- In the first part of the report, outline what you discovered via your research (P&G’s process; risks)
- In the second part of the report, walk me through your creative process, including all the requested information (Get Creative a, b, c, and d)
- Address the Informal Memo Report to me, and give me a title; give yourself a title as well
- Use headings, graphic highlighting, short, clear paragraphs, and white space to make your information easy to access.
- Include both a short introduction and conclusion.
- Cite all research used. Cite this research within the report, using either parenthetical citations (in either MLA or APA format) or foot/endnote citations (I’ve used footnotes here.), and include a full citation of each source in a Works Cited (MLA) OR a Bibliography (APA) OR in foot/endnotes (as done here).
FAIR WARNING:
- If you don’t cite within the report, you’ll lose 10 points for each missing citation.
- If you don’t include a full citation for each source used within the report (in a Works Cited or Bibliography at the end of the report OR in foot/endnotes), you’ll lose 10 points for each missing source. If you include only a URL, you will lose 25 points for each URL.
- If you include no research at all, you’ll lose 50 points.
The point is, do your research and document it fully!
GRADING RUBRIC:
You have followed the instructions and provided all the information asked of you: /15
Report is well written, well edited, properly formatted, and easy to understand: /50
All sources have been included and are formatted in a clear, consistent APA or MLA documentation style: /35
/100 à /10
[1] Neff, Jack. “The Super Bowl Became the Co-Op Bowl with a Blitz of Brand Mashups”. AdAge.com. 3 Feb 2020. Web. 3 Feb 2020.
[2] 2020 – Fox; 2019 – CBS; 2018 – NBC