Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Friday, February 22, 2013

Carlsberg Interactive Ad

This advert was created by Carlsberg to give a simple yet clever interactive element to their campaign. The advert is usually printed on the back cover of a magazine. The viewer rips off the back cover and folds it in a clever way to create an innovative bottle opener to open the Carlsberg.   

This advert uses Goldberg's Interactive Experiment Template. The requires the audience to engage in something related to the product that promotes it or by requiring the audience to imagine an experiment showing the use of the product. This advert gives the audience something fun and creative to make related to Carlsberg. Although this advert doesn't solve a need or a problem with the product, it encourages personal participation. By following Carlsberg's "probably the best ____ in the world" slogan and saying it's "probably the best ad in the world" it gives the idea that the brand is "cool" and innovative, encouraging the audience to purchase their products.

Goldenberg, J., Mazursky, D., & Soloman, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351

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