11. Brand Concept
Super Kid Milk
• Health
– Milk is a healthy product
• Fun
– Desperately needed
• Activity
– Less sedentary lifestyle

12. Target Audience
Ages 6-14

13. Intertextual Framing
“The concept that ideas do not exist in isolation
but rely on other texts to make meaning”
-Bainbridge
Stereotypes
• Brand logo is replication of Superman Logo
• Knowledge of superheroes
– Saving cats
– Cape and mask

14. Signs, Connotations and Denotations
“Something that signifies meaning. Denotations
are the most basic, obvious meanings.
Connotations are the indirect, analytical
meanings”
-Gripsrud

15. Milk
Denotations
• Calcium -> Strong bones, mind, body
Connotations
• Power drink
• Fuel for a superhero

16. Cape and Mask
Denotation
• Superhero uniform
Connotation
• Transformation from boy to superhero

17. Cat in the Tree
Denotation
• Stereotypical superhero deed
• Helping out mankind

18. Summary
• Super Kids Milk
– Create brand concept that is fun, healthy active
– Appealing to target market of 6-14 year olds
– Utilize intertextual framing
– Identify the use of semiotics
– Overall, makes drinking milk enjoyable