Media Plan
Table of Content
Background
3
Ad Analysis 3
What works and why? 3
What does not work and why? 3
Target Audience 4
Brand Positioning 4
Key Messages 5
Ad Improvement 5
Summary 6
References 7
Background
The advertisement I’ve chosen is Chupa Chups. In this advertisement, we can see the ants marching in rows, but bypassing a lollipop that has fallen to the ground. Paired with the brand name and slogan of the product in the lower right corner, the audience can understand that this is a sugar-free lollipop.
Chupa Chups is a lollipop company that was founded in 1958. In recent years, food companies have taken a hit, especially the confectionery industry, as health issues have become more of a topic of concern. Among them, obesity is a growing physical health problem that has even progressed to epidemic proportions. According to Kelly’s book (
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018), more than 1 billion people worldwide are currently overweight. More and more people are trying to stay healthy by changing their diet. Sugar, as the only food that provides only energy, has become part of the strict control of people’s intake. Against this backdrop, Chupa Chups has launched this sugar-free lollipop.
This report will review the content of the ad itself, the target audience, the product positioning and other aspects of the analysis, evaluate this ad by Chupa Chups and make recommendations for progress.
Ad Analysis
As a commercial, the ultimate goal is to make the audiences want to buy the product. We can divide the goal into three areas, namely, to make the audience understand the features of the product and to make the audience remember the product and brand. First of all, we all know the attraction of sugar to ants. All it takes is a little sugary food to attract a large number of ants. In this ad, the marching ants in formation completely bypass the lollipops that have fallen to the ground. With the advertising slogan in the bottom right corner, the law of nature tells the audience that the product is 100% sugar-free. Secondly, the Chupa Chups logo is in a warm red and yellow color palette. The lollipop was also chosen in a relatively eye-catching warm color of red and white. So in this ad, most of the background is in a off-white color, which is cold color. The contrast between the cool and warm color makes the product and company logo very visible and easy to catch the audiences’ eyes in this advertisment, even if they don’t take up much of an area. Thirdly, instead of using mere words to promote the product, Chupa Chups uses the laws of nature to subtly hint at the features of the product. This feeling of clarity after a short period of thought can enhance the audiences’ perception of the advertisement and the company and the product itself in some additional ways.
But that’s both an advantage and a disadvantage. Lollipops as products are the main body of the entire advertisment. While the color difference makes the lollipop itself conspicuous enough in this ad, the size issue makes the whole ad not appealing enough to audiences. In other words, in a colorful and informative magazine, this advertisement is easy for audiences to ignore directly as a picture of nature with little mystery. Also, due to the lack of messaging, this ad doesn’t reflect how the lollipop itself tastes. With lollipops as a snack, one of the things audiences will value most is how they taste. This ad could also be interpreted as a lollipop from Chupa Chups that isn’t good enough for even ants to ignore it.
Target Audience
We cannot simply define the target audience for this Chupa Chups ad in a blanket way. According to information on worldstopinsider.com (2020), the #1 and #4 sales magazines are Reader’s Digest and Gamer Informer. There is a considerable difference in the age of the readership of these two magazines. Reader’s Digest as a family-suited magazine and the average age of readers is around 49.7. (Business Case Study, 2019) The average age of Gamer Informer’s readers, on the other hand, is 21. (Baber, 2018) This also means that the target group for this ad is divided into two groups of people. The first part is for those under 20 years of age. They are the main purchasers of snacks like lollipops, and they are also more concerned about their appearance and whether their body looks good. The other part is middle-aged people around 40. Most of them have become parents and are more concerned about the health of their children’s snacking choices.
In my opinion, this ad is appropriate for its target audience. Because the content of the advertisement uses simple laws of nature, the characteristics of the product advertised relatively meet the concerns of two different target audiences.
Brand Positioning
As a lollipop company, Chupa Chups is positioned as a brand that can bring joy to its customers. Chupa Chups came up with the Forever Fun slogan in 2017. They claimed that fun is for life, not just for kid. (chupachups.com, 2017) In other words, Chupa Chups wants to remind people they shouldn’t lose the joy in life by growing up. (BestMediaInfo,2019) In addition, Chupa Chups has adopted a strategy of quality over quantity when promoting and attracting customers. (Joseph, 2017) This allows them to focus more on customer satisfaction and feedback on the quality of their products than on sales.
In my opinion, Chupa Chups’s brand positioning is a perfect match for their positioning in this ad. As a company that values quality over quantity, it’s important to be able to provide customers with lollipops that fit the concept of health.
Key Message
The most important message conveyed in this ad is undoubtedly the fact that the product itself is 100% sugar-free. According to research, there is a growing awareness of healthy food, especially among people in their 40s. (Mittal, 2012) That is, the ad succeeded in reaching two different age groups of target customers by combining the appeal of candy to teenagers and sugar-free food to middle-aged adults. This is very much in line with the company’s core philosophy of valuing quality over quantity.
In addition to this, this ad uses the laws of nature to imply that the product features are very clever. This dramatic execution framework and the appeal of humor is more likely to capture the attention and interest of audiences of all ages. Studies have shown that the appropriate use of humor in advertising can be effective in enhancing attention, positive emotions and purchase intent. (Eisend, 2008) One more thing, the ad also uses part of the emotion to convey. The queue of ants crawling across the concrete floor is reminiscent of scenes from when the audience saw it. The simple pleasure of squatting with friends on the ground with food to attract ants to appear in droves as a child is something fun that many people lose as they grow up. Mehta and Purvis (2006) indicted that consumers have a strong emotional tinge when deciding what brands to buy. That is, in this advertisment, the happy childhood memories that are evoked can make the viewer feel better about the product. It’s also exactly in line with Chupa Chups’ ongoing commitment to bringing joy and reminding people of Fun Forever’s philosophy.
Ad Improvement
There are some changes that can be made to the parts that were not reached that have been mentioned. First, some amplification can be done appropriately to the main body of the ad, aka the lollipop. Make the entire advertisement more visible at the first glance by the audience. This can effectively reduce the likelihood of advertisement being ignored or missed by viewers. Another point about the taste of the product. Since the current picture does not mention or show any element of the product that tastes good, we can make some improvements in this area. I don’t think it’s a good idea to directly add ad words or text to highlight the flavor. It’ll ruin the overall witty and subtly suggestive nature of the ad. I suggest using the same method, such as adding a small child’s hand that is reaching for the lollipop that fell to the ground, as if trying to catch it to keep it from falling. This expresses the deliciousness of the lollipop itself, without allowing the raw text to undermine the overall merit of the ad. Also, in terms of intended outcomes, I would expect to see an increase in the middle-aged customer segment. Because sugar-free fits their health philosophy.
Summary
After the above analysis, this advertisement by Chupa Chups is a great success. Clever composition, humorous elements, and a prominent body all make this advertisement effective in conveying the message to its target audience. Areas for improvement exist but are not very important. For the main purpose of advertising has been achieved.
Reference List
Barber, K. (2018). How Game Informer Levels-Up Print Subscriptions.
https://www.foliomag.com/how-game-informer-levels-up-print-subscriptions/
BestMediaInfo. (2019). Chupa Chups says ‘fun is for life’ in new campaign.
https://bestmediainfo.com/2019/09/chupa-chups-says-fun-is-for-life-in-new-campaign/
Business Case Study. (2019). Direct-Marketing.
https://businesscasestudies.co.uk/direct-marketing/
Chupa Chups. (2017). Our History.
https://www.chupachups.com.au/our-story
Eisend, M. (2009). A metal-analysis of humor in advertising. Journal of the Academy of Marketing Science volume 37, pages191–203(2009).
https://link-springer-com.ezproxy.library.uq.edu.au/article/10.1007/s11747-008-0096-y#citeas
Joseph, S. (2017). Chupa Chups on demystifying the smoke and mirrors around influencers.
https://digiday.com/marketing/chupa-chups-demystifying-smoke-mirrors-around-influencers/
Kelly, E. B. (2018). Obesity, 2nd Edition, ABC-CLIO, LLC, 2018. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/uql/detail.action?docID=5341454.
Mehta, A., & Purvis, S. (2006). Reconsidering Recall and Emotion in Advertising. Journal of Advertising Research. Mar2006, Vol. 46 Issue 1, p49-56. 8p. 6 Charts.
http://web.a.ebscohost.com.ezproxy.library.uq.edu.au/ehost/detail/detail?vid=0&sid=fc71effe-e08e-4f05-b8f6-b3b429ae0faa%40sdc-v-sessmgr03&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=21339240&db=bth
Mittal, P. (2012). Consumers Behavior Towards Food: A Study of Sugar Free Products. International Journal of Management Research and Reviews; Meerut Vol. 2, Iss. 8, (Aug 2012): 1422-1431.
https://search-proquest-com.ezproxy.library.uq.edu.au/docview/1415612976?rfr_id=info%3Axri%2Fsid%3Aprimo
Worldstopinsider. (2020). The Top Most Read Magazines In The World 2019.
https://worldstopinsider.com/most-read-magazines-in-the-world/
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