Posts Tagged ‘Confectionery’

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.

Mars sign Barnes to recreate famous rap

April 15, 2010 1 comment

With the FIFA World Cup getting ever closer, Zeitgeist was excited to learn that Mars have recruited former Watford, Liverpool and England legend and scorer of a wonder goal in the Maracana, John Barnes to recreate his ‘World In Motion’ rap for their new TV campaign.

However, we were slightly less happy to be reminded that the original song accompanied Bobby Robson’s sides brave run to the semi-finals in Italia 90. Was it really 20 years ago?

Barnes’s famous rap was arguably the pinnacle of normally dire team bonding songs that generally accompany a foray into a large tournament or cup final – apologies to Ossie Ardiles and Baddiel and Skinner – because it actually demonstrated genuine musical ability.

As part of their campaign, Mars are offering 15 people the chance to appear alongside Barnes in the recreation which will include slightly altered lyrics to incorporate the Mars brand.

Given the FA’s decision not to launch their own World Cup song, for the first time since 1966, hopefully the nostalgic Mars recreation will be matched by a slightly more successful campaign on the pitch.

All we need now is for Kleenex to sign Gazza to recreate his famous tears