Haribo Advert Analysis

 Haribo Starmix Advert Analysis

This stand-alone advert which is part of a series of haribo adverts of which adults are portrayed as children, eating their guilty pleasure. It is humorous and memorable… the advert shows an office style board meeting with various men in suits and important looking people talking about their favourite sweets with a baby voice.

Brand identity:

Haribo rely on their long tradition of being the key player in British sweets as their brand identity. They do not have a slogan, they have a reoccurring theme song ‘kids and grown-ups love it so, the happy world of haribo’

Its identity is silly, funny, happy, childish, youthful, colourful, sweet and playful. This is projected through the history of red and blue colours, its traditional starmix which they are still advertising to this day due to its huge popularity

Typical TA:

The majority of consumers of this product is probably children. It is widely known that children are the main consumers of these sweets.

However, this particular advert is appealing to the working adult, aged 30-40, with a professional job, perhaps bored with daily life and in need of a sweet treat and to let out their inner child.

This is because of the casting. This particular advert is aimed towards NRS (A, B, C1) Mainstreamers, Suceeders

 Structure: This mini-fiction stand-alone humorous ad consists of a short sketch including 7 high end looking working professionals around a board room style table. A woman with a slick bun explains ‘I just want to talk about this haribo starmix sweeties’ in a very cute baby voice, wiggling her hand with excitement. The advert then continues with other members of the meeting talking about their favourite sweets, in a hilarious manner as it seems like they are five year olds. The advert ends with the theme song and a simple picture of a packet of starmix and their iconic yellow bear mascot.

I think the simple structure is very effective. Very often when a lot is going on in an advert it tends to go straight over our head. But this is funny and effective; the brand is so legendary it can pull of such a humorous campaign.

Persuasive Techniques:

The number one persuasive technique here is obviously humour. It is silly, cute, and sticks in our minds. It is not uncommon that the viewer will laugh out loud at this ridiculous concept, and this is a very effective persuasive technique as it will get people talking about it which ultimately the aim of an advert.

Another persuasive technique used is nostalgia. It makes adults remember their childhood. The sweet is being shown to appeal to everyone of all ages, although typically linked with children. By appealing to adults it brings back a nostalgic sense of being cheeky, young and care-free.

ASA Rulings:

Not surprisingly, there were no ASA rulings or complaints for this ad. It has a harmless, silly nature and there is no offensive language or harmful material at all in the duration of this advert.