WO70 winners

It’s not often we have two winners of the case study, but it’s also not often I show the target group the results of the work. After a small focus group of kids aged 5 to 8, we had two favourites. Qualitative feedback from customers is not statistically representative, so of course we can only assume a larger sample would have brought the same results. But the kids explained why they liked the concepts and justified their choices, so the winners are…

“I’m a …”. This was favoured by boys. They wanted the choc that played to the new global trend: nasty monsters that kids secretly like, vampires, almost the occult. There was a clever twist in the ad that also went down well: “NOT FOR…”. The reverse positioning works well with kids as you should never make it too obvious in kids’ ads that they are being talked at. They spot that a mile off.

The other winner was Choco Loops, particularly among girls. They seemed intrigued by these adults behaving like kids, the frustration of the mum trying to keep the pestering children happy, and the sensible commentator with his caring support. Schoko Loops was a strangely mature choice considering this was aimed at kids, and although the focus group complained about not being shown the product properly in the ad, this somehow made them more curious. So it looks like this was a teaser campaign (though I wouldn’t recommend NOT showing food in a food ad). Once shown the product shot (loops of chocolate around a stick, like a lolly with removable rings), this concept got more votes.

Alex Woodruff

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