The following are materials for Redwood Tea Company
"Big Al" Ad Campaign
The aim - Establish a position as an American, naturally brewed, family-owned business. Develop a personal relationship with the viewer by being extremely transparent.
Audience - Young people on social media, those who care about organic products / health conscious / Arizona, Honest, Lipton tea drinkers / Soft drink consumers.
Strategy - Make viewers feel as if they are speaking directly with the owner and operator of the company - have a rare sense of transparency that is uncommon with major brands.
Handwritten letters give a sense of genuineness, and they are universal and welcoming. A strategy that uses handwritten post cards that are designed to look and feel like scanned images placed directly on the screen/paper.
Tone - Homegrown, humorous, striaight forward.
"A good advertisement is one which sells the product without drawing attention to itself."