Research portfolio
Task 1: Research Portfolio (U20: P1, M1 U24: P1)
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
P1(U20): Describe an existing media advertising campaign
Pepsi Nutmeg Royale:
https://uk.video.search.yahoo.com/search/video;_ylt=AwrijD1UrOBpNUMbw4FNBQx.?p=nutmeg+royale+pepsi&type=E210GB714G0&fr=mcafee&fr2=p%3As%2Cv%3Ai%2Cm%3Apivot
https://uk.images.search.yahoo.com/search/images;_ylt=Awr.rCJQrOBpLwIABagM34lQ;_ylu=Y29sbwNpcjIEcG9zAzEEdnRpZAMEc2VjA3BpdnM-?p=nutmeg+royale+pepsi&fr2=piv-web&type=E210GB714G0&fr=mcafee#id=1&iurl=https%3A%2F%2Fcdn.klfoodie.com%2F2022%2F12%2FPepsi-Nutmeg-Royale-Key-Visual-1536x862.jpg&action=click
https://uk.images.search.yahoo.com/search/images;_ylt=Awr.rCJQrOBpLwIABagM34lQ;_ylu=Y29sbwNpcjIEcG9zAzEEdnRpZAMEc2VjA3BpdnM-?p=nutmeg+royale+pepsi&fr2=piv-web&type=E210GB714G0&fr=mcafee#id=5&iurl=https%3A%2F%2Fd3q27bh1u24u2o.cloudfront.net%2Fnews%2FPepsi_Nutmeg_Royale.png&action=click
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Aims and objectives:
From this advert Pepsi hope to increase brand awareness and gain publicity. The overall aim of this advert if to improves Pepsi's revenue and profit by gaining more sales due to more publicity. They aim to achieve this by featuring many famous guests such a Lionel Messi, Paul Pogba and Ronaldinho in a way to further publicise their brand image as they know that the faces of these people will catch the eye of many potential customers.
Target audience:
The target audience for this campaign is football fans aged 16-25 who are independent enough to buy a drink from a store. The reason why football fans are the target audience for this campaign is because the campaign features three famous and iconic football such a Lionel Messi, Paul Pogba and Ronaldinho as portrayed in the advert, on social media and on billboards. The footballing community is home to millions of watchers, players and followers which may allow Pepsi to create an even larger customer base. these three footballers in particular are known and recognised by millions around the world which makes a football fan more likely to buy a Pepsi drink because they will become intrigued by the face of the footballer on a fizzy drink can which may influence their choice to purchase the drink as they are more likely to let their lifestyle and interests influence their daily lifestyle decisions. In regards to grace. This campaign is targeted towards boys, this is because boys have more interest in football than girls making this campaign more appealing towards them. Race is irrelevant because each featuring football represents a different race making the campaign racially diverse and appealing for everyone. Age however is more suited for 16-25 year olds. This is because people within this age are mature enough to buy a drink from the store whilst adults older are less likely to buy fizzy drink as they would prefer a beer or alcohol instead which is what people 16-25 years of age may not be independently mature enough to do. It is aimed at people in middle to low social classes because the individual canned drinks are very cheap which is why they are sold in newsagents, making it accessible and affordable for people of a lower class. The campaign is not designed to target a specific ethnicity because it is just a drink that available for everyone.
Key messages:
The unique selling point of this campaign is the special designs of the cans and bottles, as they portray the faces of famous football players such as Messi, Pogba and Ronaldinho. This makes it a unique selling point as the drink will stand out from other drinks due to customers recognition of the footballers which will draw their interest more towards the pepsi drinks as they feel influenced by their favourite football players.
Approach:
The method that pepsi's used to gain attention was through their celebrity endorsement. They featured celebrities such as Lionel Messi, Paul Pogba and Ronaldinho. This approach helped pepsi gain attention due to the popularity and fame of these celebrities as they have a massive fanbase which will immediately pay attention to something with their favourite footballers face on it. Furthermore all these footballers come from different ethnic backgrounds such as south america and europe, which will create attention in these regions. Additionally these features are a great example of pop culture as the iconography which helps create mass media attention. Which is how this helped pepsis campaign gain attention as a result from the publicity brought from the footballers.
Representation:
The “Nutmeg Royale” campaign represents Pepsi as an exciting and energetic product that is closely linked to the thrill and flair of football, using the skill move “nutmeg” to symbolise creativity, surprise and enjoyment. The product is therefore presented positively, suggesting that drinking Pepsi allows consumers to experience the same excitement and passion as watching football. Footballers in the campaign are represented as highly skilled, confident and successful, particularly through the use of famous players such as Messi, Ronaldinho and Pogba, which creates an aspirational image that appeals to audiences. The representation of place is global, showing football as a universal sport that connects people worldwide, which is a positive portrayal of inclusivity, although it may overlook cultural differences in how football is experienced. In terms of age, the campaign clearly targets a younger audience through its fast-paced, energetic style and focus on skill and entertainment, presenting youth as passionate and excitement-driven while largely excluding older demographics. Overall it has a positive representation by portraying the narrative the football is a global game that brings people together just like pepsi is a global drink.
Campaign logistics:
Choice of media:
Pepsi used the power of media to promote their new marketing campaign in order to gain publicity for the brand. They used YouTube to promote their official video for the campaign. They used youtube because it is extremely popular with a large audience making it the perfect lace to gain views and publicity. Another way pepsi promote their new marketing campaign was through billboards and posters. they choose this method because it helps create awareness of the brand as thousands of people will walk past this billboards and posters and will notice them which increases brand awareness. And finally they also used instagram as another method of promotion by posting photos of the campaign. This is because instagram has a large audience making it a great way for pepsi to gain views and followers. Furthermore the footballers that feature in the campaign are extremely popular on instagram so by tagging them it will widen the audience base as millions of people will see it which boosts publicity. And finally, Pepsi used traditional media such as billboards to help advertise the campaign. They choose to do this because it will help improve the public awareness and visibility of the campaign without having to follow pepsi on social media to do so. it's a great way to get anyone to become aware of something even if they have never drank pepsi before. This is a great method in order to increase potential customers due to the billboards being visible to everyone of all ages, genders and ethnic groups.
Call to action:
pepsi wants fans to respond to their nutmeg royale marketing campaign by sharing their own "Nutmeg" moments on social media as the purpose of the campaign is to celebrate the individual brilliance of footballers, one of the most jaw dropping skills in football is the "Nutmeg". They also want fans to engage in group discussion on social media and most importantly try the new nutmeg pepsi flavour.
Relevant legal and ethical issues:
There are many legal and ethical issues that pepsi must consider. One issue is health and safety. This is because pepsi drinks contain chemicals, so therefore Pepsi must ensure it is safe for human consumption to avoid heath and medical complications. Furthermore, Pepsi must consider deformation. This is because they include many famous features such as Messi, Pogba and Ronaldinho, therefore they must ensure that they are honest about the actors and don't change anything they do or say. Furthermore, they must fulfil each contract such as making sure they give the actors the pay they legally agreed.
Regulatory bodies:
The regulatory body that oversaw pepsies nutmeg royale marketing campaign was ASA, which stands for advertising standards authority. they ensured that everything pepsi used in their launch video to social media posts was not misleading, harmful or included any offensive and inappropriate content. Another regulatory body that oversaw pepsies nutmeg royale marketing campaign is OFCOM who regulates television adverts to ensure ensure all content is appropriate. They would of overseen the pepsi advert to ensure that there is no swearing or harmful content to ensure it can remain as a television advert.
Arsenal 2025/26 Home kit launch:
Aims and objectives:
At the start of every new season, Arsenal release a new kit as part of a media-driven promotional campaign to increase revenue. The club uses a range of media platforms such as instagram, twitter, youtube and sponsorships such as Addidas and emirates to promote the kit, often featuring players and creating teaser content to build hype. This creates a sense of anticipation and encourages fans to engage with the content by sharing their opinions and reactions online. By changing the kit each season, Arsenal gives fans a reason to keep buying new merchandise, as a repeated design would reduce demand. The strong use of media promotion helps the club reach a wider audience and maintain relevance, while also driving sales. Overall, the new kit launch shows how Arsenal use media to promote products, engage audiences and increase revenue.
Target audience:
The target audience for the campaign will obviously be arsenal fans as they are the supporters of the club. The primary target audience will be arsenal ages 18 and below. this is because the younger supporters tend to buy kits the most as they are more active than adults and require football shirts to play sports as well as children wanting the new kit as gifts. People above this age don't tend to buy the new kit as they prefer going to games in non football related clothing. However the secondary target audience will be those ages 18-35 because people in this age bracket still tend o buy the new kit and wear it to games. The campaign is for both genders as both boys and girls support arsenal. In regards to race, it is targeted more towards white brits particularly living in london. This is because these people build up the local communities surrounding arsenal and have been supporting the club the longest, dating back to 1886, however the club is inclusive and global and the campaign is targeted at anyone who supports arsenal regardless of race. Regarding age, it more targeted at the younger generation, this is because it is more common for children to wear football shirts whilst adults have dissolved into the new culture of wearing casuals clothing and not wearing football shirts to show off their maturity and dominance. However, all ages can purchases the new kit with adults still doing so.
Regarding class, it targets a more middle-higher class, this is because the shirt isn't cheap costing roughly £120 which is very expensive for a football kit which is why it requires strong financial stability to be able to afford it every year. And finally, regarding ethnicity, It mainly targets english people, this is because arsenal is an english club and the majority of the fanbase that travels to home and away matches are english, however Arsenal is inclusive to all and targets all ethnic groups who support the club.
Key messages:
The unique selling point of this campaign is that there is a new kit design each year which creates hype and excitement for the new football season as well as anticipation for what the new kit will look like. Further you can also add a name and number to the back of the shirt which is customizable allowing fans to come up with something new each year to keep them engaged with the club.
Approach:
There wasn't much of an initiative because this is something that arsenal do every year and fans expect. However arsenal released their annual release video featuring famous arsenal players which is fascinating for viewers creating hype about the club as well as showcasing the culture that the club belongs to. The kit has a modern eye-catching design which is intriguing to look at from a fan point of view. However it does create hype around new signings as this is the first time we get to see them wearing the new kit which helps create hype about the squad going into the new season.
Representation:
The campaign creates a really positive representation of Arsenal Football Club by showing unity, passion, and loyalty as key values. For example, the idea that everyone wears the same kit highlights how the players and fans are all equal and working together towards success, which makes the club seem inclusive and connected. The use of real supporters alongside players in the visuals reinforces this, as it shows that the fans are just as important to the club’s identity. Also, the creative motif of human hearts, shown in close-up visuals and graphics throughout the campaign, symbolises the “Heart of Arsenal” and represents the passion and energy that drives both the team and the supporters. This creates a strong positive image of loyal fans who constantly support and motivate the players, similar to how a heart keeps the body going, making the club seem passionate, united, and dedicated to winning together.
Campaign Logistics:
the arsenal kit release campaign was published through videos and photos featuring key arsenal players such as Saliba, Calafiori and Raya. The new kit symbolises the heart of arsenal as the video included a musical composition for the heartbeat to enhance the emotional connection. The tagline of the campaign is 'pulse of our club' which emphasises the unity of the club. The kit was manufactured by adidas. The campaign was advertised on arsenal and adidas social media platforms such as instagram, youtube, tik tok and twitter. The new home kit was released on the 15th of may, 2025. The new away kit was released on the 21st of july, 2025 and the new third kit was released on the 4th of august, 2025. Arsenal released the kits on these specific dates in order to create hype and anticipation for the upcoming season. each kit was launched on a different day that stretches from the end of last season to the start of this season so the hype and anticipation remains throughout the season break and doesn't fade away which helps create the new season hype.
Arsenal used the power of media to advertise their new kit release. They used YouTube to promote the new video of the kit release. This is because YouTube has a huge audience as well as the platform being designed for videos instead of photos making it the perfect location for the video. They also used Instagram to post photos of the photoshoot. This is because Instagram has a large audience with arsenal having over 20 million followers making it a great place for arsenals kit to gain social exposure and awareness. And finally they also used billboards to promote the campaign. This is because it is visible to each and every member of the public and people including fans will drive past these billboards therefore becoming aware of the new kit. The reason arsenal use different forms of media whether its digital or traditional, is so they target all forms of audiences both local and global. billboards are used in local areas visible to local communities in order to create hype and anticipation amongst it. and digital media such as social media posts to spread visibility globally so fans from america, asia and africa are able to see it and feel included which strengthens the supports. Making it a great way to bring all arsenal supporters together.
Call to action:
Arsenal want fans to respond to the new kit release by simply buying the new kit, this is to show support to the new campaign as a way to kick start the hype and excitement for the new season. Also, arsenal want fans to share photos of themselves in the new kit and use relevant hashtags in order to create a buzz around the new kit release and increase community engagement.
Relevant legal and ethical issues:
One legal issue that arsenal must consider when releasing the new marketing campaign is intellectual property. This is ensures that every design is owned by one specific owner to avoid plagiarism and copyright issues. Arsenal must ensure that every design that create and add to the new kit is their own unless they have received permission from third party organization. The regulatory body that intellectual property belongs to is IPO. An ethical issue that arsenal must consider are advertising policies. This ensures that all forms of advertisement whether its a video or photo is appropriate for public viewing especially for children. This takes into account appropriate language and clothing to avoid distress from views. In arsenals case, they released videos and photos from the new kit release photoshoot and film day, therefore they must ensure that all the players featuring are dressed appropriately and no one uses any form of inappropriate or disrespectful language.
Regulatory body:
The regulatory body that oversaw Arsenal's new kit launch was ASA, which stands for advertising standards authority. they ensured that everything pepsi used in their launch video to social media posts was not misleading, harmful or included any offensive and inappropriate content. Another regulatory body that would be involved is OFCOM. This is because they work alongside ASA because their role is to ensure the the content is fair and accurate and isnt harmful to viewers, especially younger audiences. Arsenal must use this guidance and authority protocols set my OFCOM to ensure they create an appropriate advert.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
Pepsi: Nutmeg royale campaign
Pepsi's nutmeg royale campaign celebrating the football community tends to show high levels of consistency across all forms of media advertisement, such as social media and billboards. This is a positive for Pepsi as it allows them to build a strong brand presence by improving visual awareness of the brand to the public. For this campaign, Pepsi went with a blue theme to match the colour of the cans. Features in the adverts such as the footballers also wear blue tops which demonstrates the consistency which represents Pepsi's brand image. the background of the advert is based in a ancient market village which includes sand and desert land. This piece of imagery implies to the audience that football is for everyone no matter where you from as many famous footballs come from loads of unique places. this ancient village setting remains consistent as it is the background on billboards and social media posts. this is done to convey the message. Regarding font they keep this consistent as well across all socials and billboards using a big, bold font saying 'nutmeg royale' this is make the campaign name stand out to improve social recognition. Overall, pepsi benefitted from a consistent campaign because it improves social recognition as well as strongly portraying the key message of the campaign.
Furthermore. I believe that the campaign translated very well. The ancient, desert background as well as foreign footballers as features definitively portrayed the global football community and how football can be loved by anyone anywhere, you don't have to be from a big, major city. It is very clear that it is the same campaign across all platform due to the consistency of the blue colour scheme which is portrayed on all platforms as well as the ancient village background which is portrayed across all platforms and most importantly the faces of the features such as Messi, which is illustrated across every platform, being the most famous face on the planet it will make distinguishing the campaign across different platforms much easier. the campaign is delivered on digital media due to adverts being released on youtube and instagram which are digital platforms however there is a hint of traditional media due to the use of billboards which doesn't reflect technology.
Arsenal: 25/26 Kit release campaign
Arsenals new kit release campaign celebrating the pulse of the club and the passionate support it receives shows high levels of consistency across all media platform. this is good because it improves brand representation and stability. it shows everyone that we will stick to the values of our club and that we are proud of it. Regarding visual elements. The primary colour is of course red. Arsenal have traditionally worn red throughout history which will continue into this season. all social media platforms reflect red as well. The background of the campaign is the arsenal stadium as the photoshoot took place in the locker rooms or by random red walls. this portrays the consistency because the red theme of arsenal is always conveyed.
I believe that the message translated very well. This is because all forms of advertisement portray the key message of the pulse of the club through artistic designs and catchy slogans. The red colour scheme is consistent and the main colour on every platform as well as the key image containing arsenal football players illustrating the new kit making it easier for people to distinguish that it is all part of the same campaign. Arsenal used forms of traditional media such as billboards of the players in the new kit as well as digital media with posts of the campaign on Youtube, instagram and twitter.
P1(U24): Describe the media
products for an identified industry sector
There are many types of method used for advertising whether it is traditional or digital advertisement. Examples of traditional advertisements are: Newspapers, magazines, leaflets, billboards and posters. Examples of digital advertisement is: Television commercial, radio commercials, sponsorships in tv/radio commercials and products being placed in tv shows.
In arsenal 25/26 kit release campaign, we see two very different types of advertisement. one form of advertisement that arsenal choose to do was billboards and posters which is more traditional form of advertisement. And the other form of advertisement were the official kit release video on social media which has a more digital approach. Both these adverts illustrate significant change from one to another. The billboards and posters are just a still image of the players posing in the new kit. This has a less emotional connection and the message behind the campaign isn't clear to understand, due to there behind no words. It has a mass exposure due to its 24/7 visibility as people can see it passing by. This changes a lot to a tv commercial as the video on social media has words and more features allowing watchers to emotionally connect on a more deeper level. It has a smaller exposure due to only a minority being able to see, as well as being expensive to make.
In the social media posts, the campaign shows strong consistency by using the same colours, images, and messages across all platforms. The main colour used is red, which represents Arsenal and reinforces the club’s identity. The players are placed at the front of the visuals wearing the new kit, which keeps the focus on the product while also linking the campaign to the team. The key message, “The Pulse of Our Club,” highlights the passion of the club and its constant drive for success, helping fans emotionally connect with the brand. The posts also include the iconic Arsenal logo, which strengthens brand recognition and ensures audiences instantly associate the campaign with the club. In addition, the video content includes verbal text and musical audio, which helps create an emotional atmosphere and makes the message more memorable for fans. This same branding is continued on the billboard, which also uses the primary colour red and features Arsenal players wearing the new kit, ensuring the campaign remains visually consistent and reinforces the club’s brand image across both digital and traditional advertising.
The social media team at Arsenal F.C. aims to engage fans with the campaign by encouraging them to like, comment on, and share posts with their friends, helping the campaign reach a wider audience. By commenting, supporters can share their opinions on the new kit and interact with other fans, creating conversations and strengthening the fan community. Fans are also encouraged to upload a video of themselves wearing the new shirt using the campaign’s trending hashtag, allowing them to take part in the trend and create user-generated content that promotes the campaign further. In addition, links on social media allow fans to easily purchase the new kit after engaging with the posts. The billboards support this by catching people’s attention and encouraging them to visit Arsenal’s social media pages to find out more and share the campaign with others.
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