Rationale – Jaffa’s
The target market chosen for this advert is the baby boomer generation as this was the time that Jaffa’s were in their prime as far as Australian movie culture goes. This advert plays on the memorable moment all boomers share of rolling Jaffa’s down hard cinema stairs clinking and clattering disturbing an entire cinema. This iconic vision so many can recall is encompassed in the well worded slogan, “Keep the legend rolling.” The use of the word legend is to help aid the connection between movie culture and Jaffa’s, an attempt to reignite the desire for this once treasured orange lolly and the positive memories attached. The ad depicts a female mother overjoyed receiving a 5 dollar note from her young son, too soon use and purchase Jaffa’s for their movie session. This imagery is humorously ironic firstly as the role is reversed, but baby boomers were part of the first children to have money to spend on leisure. It is discussed that “for many, buying lollies was our first purchasing decision. As proverbial kids in candy stores, we had to decide whether it was better value to buy one Kit Kat or five rainbow balls.” (Writer, 2016) Boomers have the potential to be major influencers to other target markets being 48-67 years old as they most likely have or had children. Wanting to share their magic moments with younger generations creates incentive and purchase power on an emotional level. The hero of the advert is the Jaffa and it is all about rebranding the lolly as not just a distant memory, but one for the now, to create new stories with the ones you love. The family characteristics of ‘movie night’ add a sentimental value to the advert, “campaigns with purely emotional content performed about twice as well compared with only rational content.” (Dooley, 2009) Playing on the emotions of the target audience also includes the patriotic angle of Australian movie culture which is so heavily valued by consumers. “Keep the legend rolling” allows for an intentional motivational trigger, a “don’t let them down” vibe through the wording. This advert would be suitable in papers such as ‘The Weekender, ‘The Courier Mail’ and magazines like ‘Lifestyle’ or even ‘4×4’ to reach the male population. This campaign delves into subconscious memories and values that will be a firm incentive to baby boomers and other generations to bring back the Jaffa.
MEDIUM: QUARTER PAGE NEWSPAPER, FULL COLOUR MAGAZINE AD
KEY NO: 1890 – N&D – 017 165
AUTHOR: Nicole Bartlett
Headline: Keep the legend rolling.
Visual: (A MODERN CINEMA CANDY BAR WITH A YOUNG MALE CHILD AND MOTHER WAITING AT THE COUNTER. IN FOREGROUND YOUNG BOY HAS HAND OUTREACHED TOWARDS MOTHER WITH A FIVE DOLLAR NOTE IN HAND AS SHE INTENDEDS TO GRAB IT WITH AN OVERLY EXCITED EXPRESSION ON HER FACE. IN THE BACKGROUND BEHIND THE CANDY COUNTER IS A LARGE SHELF FILLED WITH JAFFAS PACKETS AND PRODUCTS)
Made in Australia
Copy: No artificial colours.