Saturday, 5 February 2011

Confectionery Research

Our new Digital Animation project involves us collaborating with other students from other sectors- graphics/illustration and advertising. I'm quite looking forward to getting our teeth stuck in as it'll give me a taste of what's to come in the industry when you regularly work in a team.

Anyway, the project requires us to choose a confectionery product and make a advert for it, allowing the benefits of the sweet to shine through and make it tempting etc and be attractive to kids.

I've done some research on well-known, old and odd sweet adverts and looking at why they are and have been so successful:

Everyone's familiar with this gorilla, drumming for Cadbury's... it's crazy and fun- and makes the viewers laugh. Through this humour, the audience is easily able to remember the brand and probably try to mimic it!

This advert is very old, im not sure how old but you can probably tell quite old (haha) because these days, 2-D animation isn't usually shown on adverts, however, with the hand involved when it's drawing, it seems to be mixed with live action also... Anyway, i thought this was a very cute advert as they're implying that Rolos are so tasty that you'd only share your last one with someone you reaaaallyyyy love- and with their famous slogan "Do you love anyone enough to give them your last Rolo" makes people particularly remember them.

Fruit Pastilles have got a new, upcoming star to perform on their advert to attract the young people, especially with a beat-box star- it attracts everyone's attention! The cheeky young kid at the end adds a little light-hearted humour, and the advert emphasises the irresistable chewiness of the sweet.

This is a more recent Chewits advert. The Chewits dinosaur stood for a well-known story of when monsters attack a city, however, the monster is soothed when he finds Chewits! They've also introduced an alternative to a well-known song to get it stuck in the viewers heads. (How annoying).

I've always loved M&M's adverts, they're very funny and sometimes relatable. And the clever use of mixing live action with CG animation, almost makes the viewer live it too (even if it's just an advert). I love how throughout their massive series of different adverts, they've even been able to give each M&M their own personality :)

Succchhh an old advert, and they use the old grandpa for all the Werther's Original adverts, and throughout my research of this sweet, the same script aswell! even in different languages!!... I guess the advert is trying to get the idea across that the sweet has never changed, and it's a sentimental sweet that adults should share with their loved ones.

These adverts i really never get, but i have friends that find them highly amusing. The random dialogue and the light-hearted humour highlights the "natural fruit" quality of the sweets. I like how they use the actual sweets as characters aswell.

Noone will forget the sexy Cadbury's Caramel Bunny- she takes it eassssyyy like the gooey caramel center. After discussing with many of my male friends, i don't think any of them would say no to the alluring fictional rabbit. I guess that's how people remember her!

One of our groups ideas was to advertise Jawbreakers or Gobstoppers... Although there aren't any adverts for this very well-known sweet (apparently they sell themselves!) It always reminded me of this cartoon i watched when i was younger- Ed Edd n Eddy! When they would always get up to mischief and earn money to buy Jawbreakers- and their cheeks would grow ridiculously big when they had them in- haha! I loved it!

What i learnt from looking at all these examples is that the characters (if any) personality, would literally be the sweet personified e.g. laid-back sexy bunny- gooey melty caramel, cheeky m&ms are soft on the inside but hard on the outside... And all the adverts try to sell the single benefit their sweet has compared to the others on the market. Also, humour plays a massive part in the commercial business so i need to get my funny owwwwnnn!

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