Log in to post comments
Jet Propulsion Lab's picture

They probably already are loaded with (dietary) sugar, but to suggest they are as sweet as gumballs or other tooth decaying processed sugar products is an unwise approach to touting these otherwise healthy foods. It's highly unikely an American citrus produce grower will ever sign off on such a strategy. You're saying they're nature's sweets, but the audience may walk away from the ad with artificial colors and sweetners stuck in their subconscious.
With that, I'll hand it over to designers and art directors to discuss its pretty colors and realistic shadows and things like that. Oh, btw, I'm not really diggin' that "banding" in the gradation and the choice of typography...

Jet Propulsion Lab
Activity Score 10669
Copywriter
mlapoint's picture

holy cow. since people crab for unhealthy sweets rather than fruits, i think the comparison is very good. the art direction and photography are also very nice... good job!

mlapoint
Activity Score 47
Art Director |

www.lapointdesign.com

postman's picture

They try to get away from "healthy" to "tasty" here, which is worth a try. But as JPL said, it's the wrong way to just talk about the sweetness, because clementines can't compede there.

edit: Where's the wrapper here?

postman
Activity Score 941
Other
TopJeff's picture

I actually like this one the best. The point is that they are in their own wrapper (i.e. their peel), and that they are sweet, just like candies or gumballs dispensed from these machines. I think this ad is perfectly on-target.

Jeff

---------------------
TopCreatives, the premier online community for creative pros.

TopJeff
Activity Score 479
Marketing Manager
tikko's picture

so so

tikko
Activity Score 48
Copywriter
Adaddicted's picture

Next.....

Adaddicted
Activity Score 3403
Art Director |

withalltherespects

Adaddicted's picture

Next.....

Adaddicted
Activity Score 3403
Art Director |

withalltherespects

Adaddicted's picture

Next.....

Adaddicted
Activity Score 3403
Art Director |

withalltherespects

JamurPutih's picture

hahahaha...
now this ad works....with a SIMPLE ad, everybody is trying to crack what's inside....

hahahaha...

JamurPutih
Activity Score 263
Art Director |

end of joy, enjoy

wasasa's picture

it's a smart way of making fruit as cool as candy.

wasasa
Activity Score 12
Copywriter
Jet Propulsion Lab's picture

Making fruit as cool as CANDY.
That's simply brilliant. Only if you're talking to four-year-olds!

Jet Propulsion Lab
Activity Score 10669
Copywriter
lukekelly's picture

JPL, you've completely missed the point.

It's common knowledge that the sugars contained in fruits are completely different to the processed varieties found in sweets and fizzy drinks, so trading on natural sweetness using the language of artificial sweetness is canny and entirely appropriate. Positioning clementines as the healthy alternative to sweets is a simple, truthful and credible positioning.

Regarding your point about "talking to four year olds", I'll bet my bottom dollar that a big target audience for these ads are the PARENTS of said four-year olds! They're going for the lunchbox market here. Bang on in my book.

You say that no American citrus grower would ever sign off on such a strategy. I'm not sure what you base such an assertion on. Given the rates of sugar addiction and obesity over the pond.... more fool them!

Good work Bray Leino!

lukekelly
Activity Score 4
Creative Director
teenie's picture

I love the "comes in its own handy little wrapper" line. I'm not sure about the exectuions, though - they're a bit too 1st degree for me. I'd almost say a nice shot of an orange with the tagline would work all by itself. Let the lines speak for themselves.

teenie
Activity Score 1886
Copywriter
Advertisement
Featured Content

Latest Collections

Advertisement