The first two weeks of march were all about partying in different parts of the world - Carnival in Latin America and the Caribbean and St. Patrick's Day in North America and some parts or Europe. It's safe to say people have fun in different ways and have different aesthetics for the parties, however, one thing sticks out for both: drinking a lot of beer. In this post we'll analyze two Facebook ads; one the brand Guinness did for St. Patrick's Day and one the brand Skol did for Brazilian Carnival.
This Guinness ad is very minimalistic and sticks to an image of sophistication, also remembering people to drink safely. The ad has a color palette that clearly refers to the party itself, using green and the lucky charms. It's simple and it's advertising for their regular stout beer. In addition to the green, the colors in the ad are very sober, and give you a sensation of a cozy place to refuge from the cold weather.
The Skol ad, on the other hand, uses a lot more color and image manipulation techniques instead of being just a beautiful picture. It's advertising a new product and using Carnival as an incentive for consumer to try it. They use a color palette that is a lot more related to the brand aesthetics itself, instead of the party. This ad has a lot more visual information and subliminal details to establish a strong brand image. The bright tropical colors talk a lot more to the young Brazilian who is probably enjoying the party in the streets, giving a more excited, euphoric sensation to the spectator.
Both ads are successful reaching their target audience and have a lot of interactions on their social media accounts. This shows how in different countries, people have different priorities regarding their visual identity and how they identify with the image a brand is trying to sell.
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