A Proposed advertising campaign for San Miguel super dry

• Main Authors: Capul, Roselle P., Paras, Catherine Gay, Regis, Joseph Tjader, Dy, Robert
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16821
• Institution: De La Salle University

The advertising campaign will center on San Miguel Super Dry Beer, the company's premium brand and the only dry beer in the country. The ad campaign's main objective is to increase the consumption of Super Dry by creating awareness among 90% of its target market (AB and upper C) that this product may be enjoyed in a more quiescent environment other than the energetic atmosphere one has to be in to enjoy Super Dry, as depicted in its previous and present ads. The advertisement will encourage drinkers to bring Super Dry home or anywhere it can be enjoyed aside from bars and other party places, and to drink it without the necessary company of friends. The ad campaign is expected to enhance the image of Super Dry as an upclass premium beer. The tri-media strategy (television, radio and print) shall be used to achieve the said objectives. The television commercial will depict a young man working hard and alone yet enjoying his night as he rewards himself with a Super Dry. The radio ad likewise will convey the message that the home is the 'other party place' when not in the company of friends. The advertising campaign will run for three months (ninety days) in the first quarter of 1994. The allocated budget totals P 11,968,800 which includes production and placement costs, evaluation cost and contingency. Advertising effectiveness will be assured through a battery of pre-testing. Proper evaluation will be done through efficient and effectual post-testing methods. These tests will be conducted with the assistance of a professional research firm. These tests will include focus group discussions with advertising experts, and consumers to identify the most effective advertising idea and meet our objectives.