Add these paragraph headings in the gaps. Make a note of the adjectives in the press release. What do they have in common? How would you describe the sentence length and the structure? What is the difference between how the Koala Kola campaign is presented in the podcast and the press release? Many press releases are used as news items by journalists. If you saw the press release in a newspaper, how would you know it was an advertorial (half advert, half journalism)? Think about style, language and content. Write a press release for the product you presented in 16. Write about 250 words. Use the press release above as a model. c Target market Innovative marketing Other initiatives Product availability Historical background Contact: Zack Flusfeder, Press Office Tel: 373 23 2211 / zackf@koalafoods.net / Twitter: Zackatkoala FOR IMMEDIATE RELEASE LAUNCH OF KOALA KOLA: THE NEW SOFT-DRINK SENSATION (1) We’ve been refreshing generations for half a century. Since 1962, KF Inc. has led the way in the soft-drinks industry. Koala Foods produce market-leading brands such as Refresh Health Lemon and Orange, Mountain mineral waters, and Sierra Nevada beverages, as well as celebrated healthy-eating food products such as Harvest Crunch Bars and Country Gate cereals and mueslis. (2) Koala’s stylish new look is part of a groundbreaking campaign which revitalises the whole KF Inc. family. Changes will affect packaging, merchandising and sponsorship deals. The new Koala Kola beverage will be launched with an eye-catching new design – the smiling bear logo – enhancing the brand image and giving a contemporary, colourful and friendly appeal to the product. (3) With the launch of Koala Kola, KF Inc. is now aiming not only at its traditional clientele (healthy-eating customers), but a whole new generation of young people who have yet to discover what we have to offer. The ‘smiling bear’ campaign will be launched in English and Spanish, to appeal to Latin American markets. However, whether it’s through television spots, magazine ads, Twitter or via our online commercials, the message will soon be out to all. (4) The relaunch of Koala Kola runs parallel with other outstanding commercial and social ventures. The Koala Foods Inc. Project http://www.kfincprojects.com/ seeks out people, businesses and non-profit organisations with ideas that will have a positive impact on society at large. While on the Koala Inspire site, www.koalainspiresus.com, customers can share their own inspirational stories to help others in need. (5) The Koala Kola campaign hits the streets on October 1st. You can feel the Koala smile, and find out what resources are available from us. For a full press pack with images, product profile and company history, contact the Koala Foods Inc. press office immediately. Language focus Promotional language 19 a b c d Writing 20 Language skills Extras Explore 9 It’s all about advertising 119 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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