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13 comments

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

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...

mlapoint's picture
mlapoint
47 pencils

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!

postman's picture
postman
951 pencils

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?

TopJeff's picture
TopJeff
479 pencils

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

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tikko's picture
tikko
48 pencils

so so

Adaddicted's picture
Adaddicted
3435 pencils

Next.....

withalltherespects

Adaddicted's picture
Adaddicted
3435 pencils

Next.....

withalltherespects

Adaddicted's picture
Adaddicted
3435 pencils

Next.....

withalltherespects

JamurPutih's picture
JamurPutih
263 pencils

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

hahahaha...

end of joy, enjoy

wasasa's picture
wasasa
12 pencils

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

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

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

lukekelly's picture
lukekelly
4 pencils

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!

teenie's picture
teenie
1894 pencils

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.

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