This commercial is about promoting a new entrant (Hydro Energy) in the energy drinks market. The Hydro energy drink is a product that will mainly focus on how consumers feel when they are drinking it rather than the taste of the drink (Staats & Staats, 1958) . Drake will be used as the brand ambassador of the drink, and the advertisement will be based on feeling hydrated and a high energy boost.
Figure 1: Hydro Energy Drink
Classical conditioning will be used in the advertisement to gather more sales from the consumers because of the celebrity lifestyle and the exciting promise of the drink. This what the demographics (young adults, college kids and teens) want from an energy drink. Advertisements with classical conditions will not only be based on the entertainment industry alone but also on the extreme sports world. The Hydro energy drink is going to be endorsed by the 2020 Dodge Ram Power Wagon which has been described as the world’s most capable off-road pick-up truck.
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The unconditional stimulus for the advertisement will be the 2020 Dodge Ram Power Wagon truck driven by Vin Deiseal from the First and Furious sequel and HipHop star Drake (Wells, 2014) . The unconditional response will be the creation of a rockstar lifestyle that is aspirational and empowering with the promise of helping you achieve the lifestyle that you want. Drake, Vin Diesel and Dodge Ram will act as representations of the conditioned stimulus (Wells, 2014) . The conditioned response will be to buy the Hydro energy drink that will improve one’s sense of well-being and feel energized. This will create conditions with favorable attitudes among the youth, teens and young adults that will encourage them as well as other consumers to purchase the energy drink.
References
Levy, N., Harmon-Jones, C., & Harmon-Jones, E. (2018). Dissonance and discomfort: Does a simple cognitive inconsistency evoke a negative affective state? Motivation Science , 4 (2), 95-108. doi: 10.1037/mot0000079
Staats, A., & Staats, C. (1958). Attitudes established by classical conditioning. The Journal Of Abnormal And Social Psychology , 57 (1), 37-40. doi: 10.1037/h0042782
Wells, V. (2014). Behavioural psychology, marketing, and consumer behaviour: a literature review and future research agenda. Journal Of Marketing Management , 30 (11-12), 1119-1158. doi: 10.1080/0267257x.2014.929161
