spam presentation notes

WHY SPAM???

The product Spam has seen a significant decline in sales in recent years. 

In order to increase sales, we must give the product a new lease of life – targeting an audience previously unassociated with SPAM. 

As a result, we bring you SPAM just for kids. 

RESEARCH

From a collective research, we found that Spam had never been aimed at a younger audience. It might seem completely incongruent to aim such a product that carries connotations for an older audience at youngsters, but the concept is completely new and original. 

We also noted that in later years, Hormel Corporation tried to fit in with a contemporary scene, buy introducing new versions of the same product relating to a healthier lifestyle; which many people find appealing, but...

...they still hadn’t tapped into the children’s market. 

INTENTION

Why did we aim our product at kids? 

It gave us free reign to completely regenerate a nostalgic product. And fundamentally it hadn’t been done before. Hormel have aimed Spam at every demographic except for children, presuming that their product is not for them. 

Overall, the foundation of our aim was to increase the sales of this declining product, therefore it seemed that taking the children’s route was a gamble we were willing to take to achieve this goal. 

DEVELOPMENT

‘SPAM THE HAM THAT CAN’ – In order for this product to appeal to the intended audience, we felt it necessary for a catchy slogan to be introduced. 

Considering our target audience, we felt it important that we anchor this idea with a character; SUPER SPAM is the ham that can. 

Children find it easier to relate to a fictional character, rather than a brand name or fancy packaging. From our knowledge, other children’s food products are more popular with a character than those who do not have one. Some examples of these include Kellogs Coco Pops and Frosties.

IDEA ONE

With all the given factors from our group research and ideas, it was clearly essential to redesign and develop the packaging to appeal to our new children’s market. It must be visually stimulating to our intended audience, but too appeal to parents, who after all, would be buying the product. Therefore i bring you the New Spam packaging. 

It contains all that would be necessary to appeal to our audience as well as containing all the relevant information to attract parents. 

It was integral to keep the name the same; redesigning the product does not necessarily mean changing the overall foundations. The nostalgia surrounding SPAM for parents and grandparents alike may indeed encourage them to buy the new product for their children, for them to experience Spam, but in the new generation.

It also seemed to be integral to keep the overall shape the same. Hormel themselves have experimented with many different flavours of Spam, yet the packaging has always remained the same. This way, although the product is aimed at another audience, it can still be associated with Spam. 

The colour palette had to appeal to children also, hence the bright, intense colours, children are so easily pleased by. As stated before, it was important to introduce a character for mass appeal, and so this is the main focal point of the packaging. 

As a finished design, this would work in a practical way on the shelves, due to the shape and design of the product, of any supermarket to reach our desired goal and appeal to the new children’s market.  

IDEA TWO

I wanted to keep the poster design simple and bold so that is stands out to the intended audience. As this was aimed at kids i decided to look at other poster designs like the one for ‘coco pops’ they have a main character in the front and usually keep the background as a bold and bright colour to entice kids to be interested.

 This is why i chose the colours i did and had the pig as the main focal point. I looked at how colours affect people and how they work in an advertising way. From this i found that the most exciting colour is red as is increases the pace of your heart. It is also a colour that would be most suits the theme of a super hero ‘super spam’. Children also interact better with simple primary colours as they are the first ones they learn. 

The whole concept of my poster is to look like a comic book. This is how i chose the font looking at comic book covers and pop art. It is something that children can relate to. 

I kept the character practically the same as the packaging and only changed it slightly to make it more realistic so it stood out on the page. The new packaging is in the picture so that the audience knows what to look for and can see its complete redesign. 

I could see this poster being included in children’s magazines and in super markets themselves, it could also be shown on billboards or busses. 

IDEA THREE

Spam is a universal product; it’s also a product that is eaten all year round. This reflects in the TV campaign. The campaign starts with the foundation of three adverts, all centred around a particular occasion. We felt it important to market the product around those particular occasions children love and look forward to. These were Easter, Halloween and Christmas. 

Three occasions, each fairly spaced throughout the year, would allow us to continue a campaign that lasted the full 365 days of the year. So the product is never forgotten. 

The adverts themselves follow the same conventions as the packaging and the posters. The slogan remains the same in every advert ‘SPAM THE HAM THAT CAN’ is featured on the very last frame, with the character we have already talked about, SUPER SPAM. 

The choice of colours reflects in the bold and flamboyant palette, same as the packaging. I have tried to use greens, blues, reds, yellows and oranges to show this point. At the same time, I have also tried to arrange the colours so that they fit with the occasions one would normally associate with an occasion; so red for Christmas, for example and green and orange for Easter. 

The plot of each advert resembles the occasion also; but still retains, in mind, the target audience. For example, In the Halloween advert, it is set at a children’s party, a setting the can easily be related to by a child. The advert would follow, that SUPER SPAM is hungry, and so walks over to the party food table and cannot find one item. He calls for his mum, whom he asks ‘Where is the SPAM?’ and she brings it to the table, where he takes a bite. 

The final frame, which is the same in each ad, then would appear. A white backdrop with Spam’s new packing centre frame; SUPER SPAM, saying the slogan, at which point it would appear on the screen next to him. 

The other 2 adverts follow the same pattern. SUPER SPAM is in each of the adverts, as the common thread linking the campaign, through the changing festivals throughout the year.  Also whilst SUPER SPAM would still wear his cape, shown here in the packaging, we felt it would be nice to dress SUPER SPAM up as the child may dress up. So, at Christmas we have dressed SUPER SPAM up as Father Christmas, at Halloween, he is a pumpkin (research has shown that at Halloween, some like to add spam to pumpkin dishes) and at Easter, he is dressed as his normal self, with a sash saying ‘Happy Easter’. We wanted to introduce the character without masking him in a costume, for the first advert. 

These three adverts symbolise the types of adverts we would create for every other occasion throughout the year as well.

You’ve heard about our campaign, seen our ideas. We believe in this product and its re branding and we hope you do to!

Thank you.

My part is in purple, we all have a different colour to make it easier to read, i think this will defiantly help during the presentation otherwise i would get confused with which part is mine. The good thing is that we all got to chose what parts we wanted to say so it was all fair. 

Im happy with the parts i have i don't mind saying a lot as even though i am a nervous and shy person i think it will help to have more experience talking in front of people. It can't hurt! now all i need to do it read through the words a bit more and get used to saying them. 

We are putting these words onto card so that they are easier to hold and read otherwise they might flap about. I have some card so i can easily do this.