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110 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS Look at these logos for Koala Kola. What kind of market do you think the drink is aimed at? a READiNg 20 Read blog entry A to check your answer. b A press release Complete these sentences about the launch of Koala Kola, using your own words where possible. 1 Koala Foods Inc. needed to launch a new product because … 2 The distinguishing features of the Koala Kola logos are … 3 The blogger thinks that Koala Kola logos can be both … 4 Summing up, he sees the change in the Koala logo as creating … Find words / expressions in the blog which mean the following. 1 as a result of 4 radical change 7 banal 2 alleviate 5 identity 8 advantage 3 invest 6 innovative What is a press release? Choose the best definition. 1 a public statement about a product / company for the press to publish if they wish 2 a form of advertising used to convince the consumer to invest in a product 3 a feature story about a product or company to be used directly by the media c 21 a 22 In what is possibly one of the biggest launches in the markets this week, Koala Foods Inc. have announced the arrival of their own brand of cola – somewhat originally named ‘Koala Kola’. In the light of disappointing figures, the move is part of KF Inc.’s new brand identity, designed to offset drops of between 2 and 5% in sales of other foods and beverages. No visuals, other than the logo and bottle, have been released, but this is still an early chance to see some of the work by the New York design team. A d-create.com had this to say: Koala Foods said it is going to pour $1.2 million over two years into a push that will include major changes to its image, including what CEO Vernes Hajnal characterised as a revamp of “every aspect of the brand proposition” for the company’s key brands. The launch of an entirely new product, Koala Kola, will help grant a fresh identity to these goods – how they look, how they will be sold, and how they connect with customers. As for the logos themselves, a “cool blue koala” will characterise the standard cola brand, while a “smiling red one” is issued for the diet version. A “happy gold bear” will signal the caffeine- free variety. Clearly the prominence of the smiling bear is targeting a young market, particularly adolescents. The news was first reported in Drinkmarket.com. I feel this new-look Koala image is groundbreaking, and has the potential to be quite a hit – especially when you consider the massiveness of Koala in other fields. But, it could also be seen as corny and lame. I know, great insight, right? The truth, though, is that the smiling koala grants an all-round friendly image for the company as a whole, and may well give a helpful push to an ailing company. A Nur zu Prüfzwecken – Eigentum des Verlags öbv