2. What are the aims and
the objectives of the
advertising
campaign?
Snickers is a chocolate bar owned by the company Mars, they have other chocolate bars
such as the Mars bar. Mars owns five billion-dollar global brands: M&M’S®, SNICKERS®,
DOVE®/GALAXY®, MARS®/MILKY WAY® and TWIX® Candy. This campaign was with Snickers.
There was adverts for TV, print and radio. The campaign was successful mainly because it
starred CCTV although no awards were won.
3. Who was the
target audience
for the campaign?
Probably younger children as they're mainly the age group that eats a
lot of chocolate steriotypically. The advert was released
around February/ March time so it's perfect if they want to be selling for
easter. A lot of people eat chocolate and I don't think anyone specifically
on the NRS scale would be eating snickers more than any other, maybe
people lower on the scale would buy unbranded chocolate and the
people higher on the scale might buy branded chocolate like snickers or
maybe more expensive. I think Somewhere around C1 would be the main
audience for this advert.
4. How is the product
represented?
With the tank and Mr T in the advert, it is almost portrayed that
you are more manly when you eat Snickers, with the suggestive
slogan 'Snickers, get some nuts!' they try to make it funny with the
underlying meaning that you will get 'nuts' by eating Snickers,
obviously they are mainly advertising the fact a lot of the
chocolate bar is filled with nuts. Mr T adds to the aspect of
manliness and it's like they're advertising to men only because in
the TV advert there is a scared man who is less muscular and tall
than Mr T and Mr T gives the Snickers to this man who is presented
as not very manly and says the famous line, 'get some nuts!'
5. What is the unique
selling point?
A unique selling point of snickers is that their chocolate
contains nuts, this is great because nuts are a good source
of protein and this is healthier than most chocolates that are
completely chocolate or filled with nugget and other
unhealthy things. Their slogan, 'Get some nuts', shows the
fact that the bars of chocolate have nuts in and also have a
deeper meaning because the protein in nuts is great for
becoming more masculine. Get some nuts and becoming
masculine go hand in hand as demonstrated by the advert
and I think this was intended.
6. Print Advert
The advert gets its message across well by using Mr T,
he is a massive influence and he has a big impact on
people because nearly everyone knows who he is. He
takes up most of the frame so its quite easy to see
and a lot of people would look at it definately. Mr T
poiting at the viewer would make you feel much more
secluded and that it is made for you specifically as if
you're the one that should be buying Snickers and it
would stick with you more.
7. Video Advert
In the vdeio advert, there is a good
use of the masculinity Mr T has
and by him riding a tank it just
adds to that masculinity. He says
'get some nuts' to the guy who fell
over and it is very obvious that he
is telling the guy who got tripped
he isn't manly enough and needs
Snickers to sort himself out.
8. Audio Advert
The fact Mr T's voice is in the advert would be a big
selling point and would appeal to a lot of people. Mr T
could be intimidating to some which is the general vibe
given by the advert, it would grab peoples attention
and at the same time it would entice people to the
product because they might want to be like Mr T, a lot
of products are advertised with certain models and I
think this would be a very similar situation with Mr T
here.
9. Regulatory
Bodies
ASA - Their purpose is to make advertisements responsible and their ambition is to make
every UK ad a responsible ad. They're passionate about what they do because responsible
advertisements are good for people, society and advertisers.
BBFC - The BBFC is a non-governmental organisation, founded by the film industry in 1912
and responsible for the national classification and censorship of films exhibited at
cinemas and video works.
OFCOM - Ofcom has wide-ranging powers across the television, radio, telecoms and
postal sectors. It has a statutory duty to represent the interests of citizens and consumers
by promoting competition and protecting the public from harmful or offensive material.
10. How could the
ASA affect the
campaign?
The main issue that could be raised with this advert would be the fact
there is a tank in the video advert, this could cause legal issues because
they're used in war and it could cause issues for some people could
experience PTSD or similar issues. There was also a big problem where US
human rights groups complained that the advert was homophobic when
Mr T said 'It's time to run like a real man'. Mr T later said on social media
that he isn't homophobic and he is not a part of anything that is or was,
The issue ended there but a lot of people were agitated by a simple quote
like this so when making an ad they have to be careful what they put in.
