Etymology: Anglo-French, it lies, from gisir to lie, ultimately from Latin jacēre — more at adjacent
Date: circa 1711
1: the ground of a legal action 2: the main point or part :essence <the gist of an argument>
we named our advertising agency “GIST” because we want to make our clients know that – WE GET THE IDEA. Our logo is a combination of embossed and flat characters as to show the dynamism our agency offers. We placed our slogan “We get the Idea” in the side of one of the characters as to represent that we look at all possible angles or sides of a problem when we tackle a project. This also represents the fact that we think outside of the box, which is a quality each advertising practitioner should be able to acquire.
The big idea of our campaign is the re-launch of mang tomas’ with a new look and packaging.
NEW LOOK. Mang tomas had always been a staple for households for nearly 40 years and since then mang tomas had always been mang tomas. We decided to put a little spice to mang tomas’ old look and created a more modern feel on the the classic. Retaining mang tomas’ iconic “salakot” and “barong” we vectorized him to give that modern look. We also directed away from the static layout of the mang tomas logo and transformed it into something livelier. We stylized the “mang tomas” name and placed mang tomas insde a circle.
NEW PACKAGING. Mang tomas had always been in glass bottles and part of our campaign we also changed mang tomas’ packaging. From the old school bottle to the new squeeze packaging with nozzle the new mang tomas is ready for the modern market. We felt the need to upgrade mang tomas’ packaging since we decided to give him a new look. As we were considering changing the packaging we listed the benefits consumers can get from the new packaging:
· The new packaging is ergonomic, meaning it is designed to fit the purpose of the bottle
· It is more appealing
· The nozzle feature makes pouring sauces more controllable and not as messy as pouring from the bottle
· The bottle is reusable
· Safe with children
CAMPAIGN CONCEPT. Since we were introducing the new packaging of mang tomas the campaign we did shows the use of the squeeze bottle. From the teasers to the sustaining ads we incorporated designs that represent the new features of the new packaging. All the ads contain the “mang tomas lineart” which we think that shows how the new packaging works. With the nozzle of the new packaging you can “draw” with mang tomas. All these line arts are shown consistently as to emphasize the new packaging features.
To be able to create an advertising campaign for Mang Tomas All Around Sarsa that will incorporate a new tagline “———————“ that will explain the new squeeze bottle packaging of mang tomas.
To create brand recall that would make Mang Tomas All Around SArsa be in the top mind of the consumers. The campaign will run for XXX months to be able to create awareness and capture the attention of the mainstream market.
To be able to show that Mang Tomas All Around Sarsa can compete to the other brandsof Condiments/ sauces by showing the versatility and the many uses of the product relating it to the eating habits of the target market.
To show that Mang tomas all around sarsa has a way to be remembered by its target consumers and prospective consumers by using visual that the target market can relate as to grab the target market’s attention.
To to expand the market share in the Mang Tomas segment by 10% after ———period of the launch of the new squeeze bottle packaging of Mang tomas all around sarsa and other variants (hot and spicy, oyster sauce, bbq sauce) .
To increase consumer awareness about the product’s new features and enable mang tomas all round sarsa to be positioned as a condiment brand having a new brand recall to compete with other existing condiment brand.
To gain new customers and strengthen the patronage of the loyal customers of the product
By expanding the product’s distribution for the consumer’s easy access to the product and increase of product’s awareness
By creating a new brand recall for its market and be able to increase its awareness of the consumers through a tagline”———“ that will help mang tomas all around sarsa create a new image in its market
To focus marketing on the selected target market classes lower c to upper c
To undertake a ……… ad campaign from………
To appoint willie revillame as the official endorser of mang tomas all around sarsa
To create a website for mang tomas as well as fan pages in social networking websites such as facebook, multiply and twitter.
To create a cooking competition in which mang tomas would be used a primary ingredient for the dishes
To inform young professionals, yound adults and yuppies from classes c to ab of the new Mang tomas squeeze bottle now available at all leading groceries and supermarkets
To promote mang tomas all around sarsa by creating a tagline that would show the new product feature of mang tomas by using visuals that explains the big idea of having a new squeeze bottle packaging
To be able to create a new brand recall for mang tomas all around sarsa
To increase its brand preference among its target consumers that will offer good and premium quality of condiment
To position mang tomas in top of the mind of the consumers as having a new squeeze bottle
To encourage people to experience mang tomas’ new squeeze bottle packaging
To use willie revillame, a host, actor and comedian as celebrity endorser in tvcs and print media
Highlight the new product packaging in all advertising
To use mang tomas as a main ingredient in the cooking competition entitled: —————
By creating a new tagline that would increase its awareness among its target market that would differentiate it from other brands.
By having ——- advertising campaign of mang tomas all aound sarsa
By utilization of print advertisements on different broadsheets and magazines and by creating television commercials shown in two leading stations
By creating a sales promotion advertisements entitled “—————————“ that will entice the customers in using the product through winnings of promotional items and promo contest.
To highlight to the selected target market the new squeeze bottle packaging of the new mang tomas bottle
To state that mang tomas would be exclusively distributed by nutria asia group and will be exclusively available at all sm supermarkets
To use an identifying element to create a cohesive look in all of the ads
Creating a new tagline for Mang tomas all around sarsa for easy brand recall by the target market and by using visuals that contain the big idea of the new squeeze bottle packaging of mang tomas\
Center the main message of the campaign in the new packaging and the benefits of the new packaging to the consumer, which is ——————- by using visuals that will entice the target market.
Create a campaign that would relate to the natural preference of the target market in using condiments with their food, which is having a “sawsawan” for the meal.
By executing the print ads through a new concept of using conceptual linearts as the background together with a new logo design for mang tomas all aorung sarsa
By incorporating the visuals to the tagline in prder to be clearly understood by the target market
By using repetitive, catchy headlines and sub headlines in order to continue the flow of the campaign and the recall of the new packaging would be positioned clearly in the mind of the customers
Emphasize the squeeze ability of the new squeeze bottle packaging
To use body copy describing the taste and the satisfaction one can gat from using the product
Show a background element that would be consistent throughout the campaign that will identify each variant to its own individual characteristic
Use a slogan to emphasize the new product featrure of the squeeze bottle packaging
To use Filipino as the language to be used in most of the ads’ headlines, subheadlines, and body copy
To use a comedic appeal to reach the target audience better
By using fonts that can easily be remembered by the consumer
By making the copy text true to its word
By the introduction of mang tomas’ new logo as with the launch of the new squeeze bottle packaging