The Ads
In these two ads, I decided to try and give the brand a desired social meaning. Basically the ad campaign is meant to flip the script of the typical “actor smoking and looking cool” trope. The goal is to essentially make the suckers look cool (or cooler then previously thought of), But that is a soft goal. Chupa Chups is trying to penetrate a market and that is going to require standing out to people and demonstrating a different value. Luckily this product is very unique, now all we have to do is portray value to the audience. This should be simple, getting nicotine through a sucker! Often smokers are looking for a way to stop and this might be different enough to make them try, so we replaced the cigarettes in a picture with our product to demonstrate the equivalence.
It’s important to note that this campaign has to be long running to retain the desired impact on social desire. I also added two different approaches to the two ads, the one aimed at men uses humor which is more effective with men then women. I think humor can add to the add because sometimes being goofy enough, is enough to get the foot in the door for clients. They see all these silly replaced cigarettes with lollipops and either out of curiosity or even “just for laughs” we may persuade them to try.
For the women’s ad we used sexual appeal. Women are more likely to be affected by social image and the stereotype that smoking is not lady like might already shake them. Using Marilyn Monroe, someone famously known for making smoking sexy and replacing her cig with the loli pop gives off the message that Chupas might be a better form then smoking.
Changing the ad.
With that being said, I want to touch on the original ad. The way I see it, the original ad, and the target audience (rugged men) was too hard to crack. That market is pretty set in their ways and it was bold of them to attempt that. Changing to a more suitable market is the right direction to go. My idea was to target a more modern, suburban audience. These people are going to receive the pop-culture approach more warmly, care about their image more, and more adventurous in what they try.
This is why there is a tonal shift in my ads.
Ad Design
The headline- For the women, the eye-catching tagline is “quitting can be hot” This is supposed to draw attention and curiosity. If that is all they saw, they will want to know more and in turn will lead to them seeking out more information on our product. For the males, the “wrong way leo.” Is supposed to be a bit silly. A man might see this and think it’s dumb or funny, but both will get it to stick in their head. With the repeat advertising, it is meant to get the brand top on mind and this ad sticks out enough to be remembered.
Our slogan for the campaign is “Quitting can be____” I like that it changes because it cements its self in the viewer in a unique way. Instead of just “quitting can be sweet” triggering the audience to our product, with the diverse uses, the goal is to make the audience think of us whenever the word “quitting” appears in a sentence.
The design order is also smooth and easy to follow with a top down approach. We also highlight the emphasis of our logo, whether it be in color with the black and white photo or having a nice contrast. It is at the bottom right of the page, so it is seen last from the reader to stick with them on what they just saw.
I used a nice sheriff font to fit the theme of clean, professional, and crisp. Honestly, no other font would look right in the ads, a sans would be too rounded and clearly looks wrong.
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