Creating a moment for your product
When you’re attempting to convey the virtues of buying confectionery, what is it that you want to communicate? Well, seeing as the product is most likely sugary in nature, mentioning or alluding to exercise or health is likely to be a no-no. And while Cadbury may be a principle sponsor of the Olympic Summer Games next year in London, seeing the Olympic rings on the side of a Crunchie Easter Egg does smack a little of incongruity, if not deceit.
Not taking yourself too seriously might also be an advantage then. Throw in some consumer research too as to what it is about your product that people enjoy the most. Above all, create a moment of magic for the consumer; show that by buying your product, they will be temporarily whisked away from temporal cares and troubles. With a very silly theme, the cognisance of a key attribute of their product, and the moment of magic, Rowntrees have really done jolly well in creating a very watchable ad for their Fruit Pastilles, one that brings a smile to Zeitgeist’s face. Kudos.