Barny Chocolate
Bear Ad
This is a one off
advert made by Modelez Internacional, for their product ‘Barny’ – a chocolate
bear. The product was launched in 2013, alongside a £4m advert campaign. It
focuses on promoting Barny as a fun, happy and tasty snack. It stars a young
white boy and his mother, both being the target audience of the advert.
Brand Identity
. Fun . Outdoors playing .Sponge
. Bear . Cheeky . Family
. Snack . Chocolate
Chanel’s typical TA
.
. For eating the
product: young children 3-10
. Unisex, but
suggested focus on male
. Buying the
product: mother 28- 49
. Middle class /
potential working class as the pricing is low at £1.69 for 5 bears ( 33.8p a
bear)
Structure
This advert begins
with the child sitting at a table with his mother, a glass of milk and a bowl
of fruit. A smiling, welcoming bear then opens the cupboard and beckons the
child to come with him. They then both embark on an adventure outside in a land
of wheat, chocolate and sponge. Suddenly the child returns back into the
kitchen laughing. The product is then shown with a series of tasty close ups
and finally the child sits at the table and eats the product alongside the milk
and fruit. The advert creates the image of Barny as a fun, light snack, perfect
for young children and their energy. The advert almost promotes Barny as
healthy which consequently made it receive complaints.
.
.Persuasive Techniques
Taste - Close ups of the ingredients and in
particular the chocolate oozing out of the bear convinces the audience through
taste and aesthetic appeal. As the product is a food this is particularly
important and the majority of food adverts use this technique to convince the
public to buy and eat their product.
Health – The advert
pictures the bear being eaten as a snack, alongside milk and fruit. This
therefore creates the impression that the product is healthy or can be enjoyed
as part of a healthy diet, which contrasts the worries many parents may have
about unhealthy snacks. This is further backed up by the adventure the bear and
child go on, where they are shown doing extensive outdoor exercise.
Happiness – In the
majority of shots in the advert there is someone smiling; as well as this in
the adventure they go on, the sun is shining and there only happiness. This
promotes Barny as happy and social which convinces parents to buy it and kids
to want it.
ASA Rulings
Issue
There were three complaints which complained that the presentation of
the ad implied a general health claim, which was not compliant with the BCAP
code. They argued this came under the ‘Misleading advertising section’.
There were two complaints arguing
that the ad condoned or encouraged poor nutritional habits or an unhealthy
lifestyle, especially in children, by referring to the product as a snack and
placing next to healthy items (a glass of milk and bowl of fruit).
BCAP code
13.2 13.4.3
Assessment
Both were not upheld. ASA found the ad provided clear evidence of what
the ingredients were and that the exercise was not implied to be directly from
eating Barny. ASA also concluded that by presenting Barny with fruit and milk
it was implied the product was part of a snack and not suggested for regular
consumption. The boy was not shown choosing fruit over the product and
therefore the product was not being suggested over healthier alternatives.
Action
No further action.
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