Chivas Advertising Concept

The human body can only go 3 to 4 days without water; but drinking water is not always readily available as it is in many places today. In places where water is abundant, people have used fruits and spices to add further depth to the taste and smell. While the art of winemaking reached the Hellenic peninsula by about 2000 BC, the first alcoholic beverage to obtain widespread popularity in what is now Greece was mead, a fermented beverage made from honey and water. Alcoholic beverages were also used for trade, although was limited geographically due to its perishable nature. Towards the late 18th century carbonated water was discovered introducing a new texture to water, later known as soda.

According to the ancient chronicle (preserved in the Abd-Al-Kadir manuscript), Omar, who was known for his ability to cure the sick through prayer, was once exiled from Mocha to a desert cave near Ousab. Starving, Omar chewed berries from nearby shrubbery, but found them to be bitter. He tried roasting the beans to improve the flavor, but they became hard. He then tried boiling them to soften the bean, which resulted in a fragrant brown liquid. Upon drinking the liquid Omar was revitalized and sustained for days. As stories of this "miracle drug" reached Mocha, Omar was asked to return and was made a saint.

The three main beverages sold in the world today start with Soft Drink, distributed by Coca Cola; Coffee, distributed by Nestle; and trailing in after PepsiCo, Alcohol, distributed by AB InBev through the popular brands of Budweiser, Corona and Stella Artois.

These three major industries utilise a vast range of advertising methods continuing from an early time period in history. With over 185 billion USD in combined revenue these companies pour a significant portion into the advertising industry, from Super Bowl halftime advertisements to global marketing strategies.

• Research subject chosen umbrellas soft drink, coffee and alcohol beverages.
• Across the three industries there is a significant amount of reference material over a long time period, to then cross reference and provide context in considerable depth.
• Research will be produced in the form of a magazine with three main double pages spreads to represent research material on the three separate industries, accompanied with 3 full page advertisements of the respective products related to the industries discussed.

The research for this project is available under the creative commons licence.
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