Describe a campaign and evaluate two campaigns (P1 & M1)

P1:

Haribo Starmix

The Product:

Slogan - This is the slogan that they state on their website - "Kids and grown-ups love it so - the happy world of Haribo." 

Aims - HARIBO's mission is to sell their product to a wide audience and maintain their brand by spreading their message in the advert. They also promote the sales by celebrating the 25 years of it being released with largest ever on-pack promo. It's also to sell an existing product, maintaining brand awareness and refreshing the idea that they appeal to adults.

Choice of Media - On TV adverts, social media applications, billboards, radio, cinema, newspaper, website, sponsoring, promotions and others.

The Audience:

Target Audience - According to HARIBO themselves, they state, "families with children between 4 and 14 years old". This means that it is not just children that they have as a target audience but adults too - this is because their adverts show adults with childlike voices. We can assume that they're targeting social grade ABC1C2D, along with all genders and ethnicities.

Representation: They use actors of different races and genders to show their diversity in their company. Haribo sweets span across over 120 countries. Diverse age groups: in the video adverts, they use many different age groups like young adults, elders, middle-aged men and women. In the adverts, adults are represented as childish due to their voices after they eat the sweets which could display nostalgia from eating it as a kid. They also represent adults in typical adult roles, as being childlike which can suggest that is it perfectly fine for adults to enjoy HARIBO's sweets as well.

The Message:

Key Messages - This is what HARIBO says is their key message - "to inspire moments of childlike happiness through our sweets"

Approach - They do this by making normal-looking adult's voices turn childlike when they eat the sweets, this implies that they feel like children when they eat the sweets and it makes them feel good. They use humour to attract their target audience.  The implication is that adults deserve a bit of down time to just enjoy life, like a child would, and Haribo can be a part of that. 

Call to Action - They present the sweets in videos and posters as being for adults and children by displaying happiness and joy in their adverts. They also emphasise variety in their product. This would make people buy them, especially for others like parents buying them for children and saying adults and children "love it so".

Consistency of Message:

They use a consistent colour scheme of yellow, red and blue in all of their posters and advertisements. In every ad, they use the same concept of adult voices turning childlike and using their slogan at the end. This tells the consumers that Haribo sweets are made for everyone. Like the video adverts, they constantly use the word "happy" like it is the best thing for people to eat to make them happy.

This image advert displays the variety of Starmix which is something HARIBO takes pride in across their company and advertisements.

Success:

Legal and Ethical Issues - According to The Good Shopping Guide, HARIBO does not meet their ethical benchmark. Environmental Report and Palm Oil, due to a lack of available information in these areas. HARIBO is not certified as vegetarian so receives a bottom score for this criterion. However, this isn't about their campaign but the product itself, but it is nevertheless a concern of an ethical consideration when targeting their audiences.

ASA and CAP - Broadcast codes restrict high-sugar foods around advert campaigns so it may restrict the times they can broadcast their adverts to avoid directly targeting children.

M1:

KitKat

The Product:

Slogan - Their slogan is 'Have a break, have a KitKat'

Aims - Their aim is to sell their chocolate with the idea that it's a reward during a break from whatever they're doing. They want to sell an existing product, using a comedic advert as a new way to show their product. They're also maintaining brand awareness.

Choice of Adverts - They spread their adverts on TV, social media as posters and billboards, etc.

The Audience:

Target Audience - Their target audience is essentially everyone as it is "men and women of all ages" which can range from children to adults. This is a broad demographic by appealing to men, women, children and adults. Like Haribo, we would expect the social grade to go from A down to D and they seem to be targeting adults having a break, rather than children as, like Haribo, the product is well established with the younger generation and they need less reminding about it. Their chocolate has been reportedly used to celebrate Ramadan; this would make their chocolate very popular in the Islam religion as it is also halal.

Key Message:

Key Messages - The slogan is based on the idea that taking a break is important for mental and physical well-being. The brand encourages consumers to take a break and enjoy a KitKat bar as a way to unwind and recharge. It shows this in the advert the knight approaching the castle and being asked for a password and then asked funny questions as the knight gets more frustrated, she has a KitKat and the horse neighs then she says the nickname and guesses the password. The campaign itself is about the slogan and it uses this slogan in every single advert. 

Approach - At the end of every advert and on different types of media they show their slogan to ensure people know that it is their brand. In the advert the approach is done by the knight getting asked many questions and finally remembering the password with relief after eating a KitKat. At the end, the slogan is said and appears on the screen.

Call to Action - It clearly displays the KitKat bar and the slogan "Have a break, have a KitKat". It is in all their adverts.

Representation - In the advert, There is representation as there is a black, female knight as well as a white, male knight. KitKat's product has been made for all ages, genders, races and cultures.

Consistency of Message:

Over the decades KitKat has used the same slogan and have advanced it since then - hence the AI advert below. Their slogan is consistent in all of their posters and adverts. This poster is a modern version as they said they used AI to make it so they could have a break. Emphasising the importance of mental and physical rest. They have used humour and new technology to create an AI generated image that is funny. The hand having 5 fingers, the bar being small and text unintelligible and the text above not making any sense. It is clear that they are keeping up with technology and ensuring they won't fall behind.

This advert does the same thing as the previous one as it is a billboard with half the slogan finished; meaning the workers went for a break. Very high brand equity by using the red and white and half their slogan people will know that it is KitKat.

Of course, they ensure brand recognition with the use of the now iconic red and white, which is synonymous with Kit Kat.

Success:

Legal and Ethical Issues - Possible ethical issue with the CAP codes due to adults and children being targeted so it may be an ethical consideration when targeting their audiences. This is likely to be why adults appear in the adverts and while they target adults rather than children.

ASA and CAP - Broadcast codes restrict high-sugar foods around advert campaigns so it may restrict the times they can broadcast their adverts to avoid directly targeting children.