3 Musketeer’s Bar Clip from Mars Inc. Competitor of Hershey’s.

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The Mars company is one of the two top key competitors along with M&M’s to Hershey company chocolate filled bar. This clip shows that while the 3 Musketeers Bar from Mars is often forgotten and under appreciated, it it is still one our great confectionery long lost treasures metaphorically speaking of course shown with pirates on a ship. The delicious filling containing chocolate like no other is one of a kind. It should be respected more than it is.

Published in: on March 11, 2014 at 11:10 pm Comments (0)

Super bowl 2014 Nestlé – Butterfinger Cups

Nestlé successfully introduces it’s new product ( a cross-breed of Butterfingers and Reeses) through a comical couple therapy session geared towards the wants of women. The women depicted in the commercial is ‘Chocolate’ and she longs for something fun & exciting. When asked to try something different, she responds in a longing and hopeful tone of desire for something else which references Nestlé’s new product, Butterfinger Cups.

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Snickers Chocolate- Made for Men?

We’re all familiar with the popular snickers commercials. A guy doesn’t eat enough and turns into a diva in the form of Betty White, Aretha Franklin or Liza Minnelli. While the commercials are trying to be funny and incorporate celebrity cameos, they end up making a clear statement that the target audience of snickers is men. Switching the gender roles in the commercial would deliver a completely different message. These commercials are fairly effective because they stand out. Nearly every other chocolate commercial features a female consumer.

Published in: on March 10, 2014 at 12:05 pm Comments (0)

Nestle Crunch Back on TV with Girl Scout Themed Crunch Bar

After several years off the air, Nestlé Crunch comes back in 2012 with a new campaign based off of Girl Scout cookie flavors. The campaign focuses on the traditional image of Nestlé as an American chocolate as well the iconic American image of Girl Scout cookies. Over the years, Girl Scout cookies, Thin Mints in particular, have been gaining large popularity, outselling Oreo cookies in the first quarter of 2012. This gives Nestlé a good justification for their campaign, as they get in on the rise of Girl Scout cookie sales.

The commercial shows a Nestlé worker who has just finished placing all of the new Nestlé Girl Scout bars on the “limited time only” shelf. Right away the viewer gets a sense that this is a special, “limited” product. As he mumbles to himself, listing the different flavors, he makes sure, out of all the flavors, to mention the popular “Thin Mints.” He doesn’t say Samosas for coconut flavored nor does he say Tagalongs for peanut butter. This short dialogue catches the attention of the viewer to immediately connect the Nestlé Crunch bar with Girl Scout cookies. When he’s done, a little Girl Scout pulls him away as a stampede of people come to empty the shelf. They show this to give the viewer a sense of urgency to get the product before it’s off the shelves. As their primary advertisement for the campaign, it proved successful as Nestlé witnessed massive amounts of sales within the first few launches.

Published in: on March 9, 2014 at 7:14 pm Comments (0)

Twix: Pick a Side

The above Twix commercial sets up a line of commercials in a campaign that pits the “Right Twix” against the “Left Twix”, playing on the fact that Twix comes with two bars per. The “Ideologies” spot tells the whimsical (fictional) tale of the founders of the Twix company and the reason behind the two bars. The tagline encourages buyers to “pick a side”. This encourages perceptions of choice, individuality, and, as illustrated below, subtle rebellion.

In this commercial, set in the break room of the “Left Twix” factory, a machine removes the “Right Twix” from the wrapper. A worker wonders what the perennially unavailable candy bar tastes like, and this desire to break free ends with him being sucked up into the corporate machine, presumably never to be seen again. Of course, both bars are exactly the same, but the end effect speaks to the habits of consumers. Which bar do they eat first? While most people probably pay little or no attention to this, after seeing the commercial spot, they will suddenly be conscious of their decision to eat either the right side or the left side, and be reminded of the funny commercial.

This rivalry extended into the real world as a musical sing-off by the Swon brothers:

Each represented a side, and sang about the respective benefits of their half of the Twix bar to a live (primarily female). Audience members were then encouraged to pick a side, represented by picking one of the brothers. Of course, regardless of the choice, the Twix brand ended up victorious.

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Peanut M&M’s- Print Versus TV Ads

Both M&M’s print and TV advertisements make it obvious from the get-go that they are selling peanut M&M’s. However the commercials are catchy and memorable due to their fun song choices and celebrity cameos, whereas the print ads are easily forgettable. The visuals of the print ad make it hard to see because in the printed ad (as seen in People magazine) there is no contrast between yellow the color and yellow the character.                                                      M&M

Published in: on March 5, 2014 at 12:56 am Comments (0)

Godiva Appeals to Women with “Diva” Campaign

“Every woman is one part (GO) DIVA”

In a recent campaign, Belgian chocolatier Godiva appeals to women, emphasizing the word “Diva” in the “Godiva” name. The word “Diva” originates from the Italian word for “goddess”. “There is something aspirational about it that can appeal to a broad range of women” says Carey Earle, founder of a marketing firm that appeals to women in a Wall Street Journal article that explains the “Diva” campaign.

The “Joie De (GO)DIVA”

The campaign also imparts the message that a goddess deserves to be indulged, and this can be accomplished through consumption of Godiva chocolates. According to the WSJ article, two-thirds of Godiva’s consumers are already women, but the campaign aimed to change the age demographic from above 35 to 25-30. This campaign was ran in such publications as Harper’s Bazaar and Vogue, cementing the link between Godiva chocolates and haute couture.

No rule against white chocolate after Labor Day.

Published in: on March 3, 2014 at 3:57 pm Comments (0)
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Lindt Lindor Truffles: A Luxury Experience

Chocolate can have a number of associations. It can be a candy for children, or, as seen in this 30-second bit for Lindt Lindor Truffles, it can be a sensual, luxurious experience (this ties in to periods such as Valentines Day). In this commercial, the chocolate is seen being crafted with waves of decadent chocolate pouring across the screen, with the whole thing being created by a professional chef. A woman,veiled behind red curtains has something of an orgasmic reaction to the experience of eating a Lindor Truffle, which really drives home the point that this chocolate can be a part of a romantic, luxury getaway. All in all, this commercials statement is that Lindor Truffles are part of a passionate, sensual, and indulgent experience.

Published in: on March 2, 2014 at 9:00 pm Comments (0)

HERSHEY’s December 2013 Commercial

Again, Hershey uses the slogan “HERSHEY’S is more than chocolate. It’s an invitation to stop and savor the unmistakable taste that reminds us that life is delicious!” This slogan is combined with quick videos of friends and family that are laughing together as they enjoy life. They’re not just enjoying life though, they’re enjoying life with a Hershey’s chocolate bar. This successfully correlates happiness with eating Hershey’s.

Published in: on at 6:28 pm Comments (0)

Hershey Bar Commercial Comparison: 1980 to 2013

In this commercial for the Hershey Bar from the 1980’s, a young and diverse bunch happily eat a Hershey’s bar while singing a catchy ‘s jingle that asserts the supremacy, easy availability, and reliability of the Hershey’s bar. They do this while dancing, while working, or while, somewhat strangely, on the set of a Sesame Street-esque children’s television program. The tagline affirms that Hershey’s is “The Great American Chocolate Bar”.

In this more modern commercial from 2013, the singing people and nationalistic slogan are gone. Instead, viewers are informed that a Hershey’s bar is “more than chocolate”. Instead, it is an “opportunity to stop and savor”, and to be reminded that “life is delicious”. This shift could be attributed to a change in the consumers needs. Instead of simply wanting the best chocolate bar in America that can be had at any time, they instead want an experience- something that takes them out of their busy daily life.

Published in: on February 28, 2014 at 7:07 pm Comments (0)

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