The New Advertisement
The Product
Haribo Starmix is a combination of gelatin
sweets.
Includes; eggs, hearts, rings, cola bottles and
gummy bears.
All have individual tastes and colours.
Unique Selling Point
Kids and grown-ups love it so – the happy world of
Haribo.
Quality of the brand.
Childhood memories.
Different shapes and colours, appeal to children.
Variety of sweet tastes and textures, E.g. foam
hearts.
Background
1920, Haribo founded by Hans Riegel snr.
In 1962 Haribo aired their first ever TV advert.
In 1986 Haribo purchased Maoam.
In 2003, Haribo received “The most trustworthy
confectioners”.
Competitors
Skittles
First produced in the UK in 1974.
“Taste the rainbow”.
Chupa Chups
Was founded in 1958.
Appeal to both children and adults.
Previous Advertisements
Large variety
Based on similar theme
No print adverts
Synopsis
Bored teenager, Kevin.
Grandmother comes home with Haribo Starmix.
Goes on an adventure with each sweet.
Friends witness him acting immature.
Kevin is shocked and embarrassed.
Key Message
Appeals to teenagers.
Different audience.
Gap in their current adverts
Demographic Profile
13-17 years old.
Working class and skilled working class.
Male and female.
Low paid, part time work.
Full time education.
Psychographic Profile
Mainstreamers.
Full time Education.
Unlikely to have developed their own
psychographic profile.
General population.
Mood Board
Bored teenagers.
Shopping.
Superheroes.
Hot egg.
Planets.
Love.
Friends.
How does the advert appeal to them?
Comedies.
Inner child.
Bored teenager, watching TV.
Socializing, with friends and
a packet of Haribo.
Ultimate satisfaction.
Timing & Location
Channel 4 and ITV1.
Relates to target audience.
Maximum Exposure.
Convenient timing
Overview of Production tasks
Props and
costumes
Cast and crew
profiles
Script
Action Plan
Storyboard
Health and safety
Budget
Recce
Job Roles & Responsibilities
Different roles, need different skills.
Camera Operator.
Editor.
Director.
Scriptwriter.
Soundman.
Evaluation
Time keeping
Initial paper work
Team work
Actor
Keeping on tasking
Lighting
Communication
Equipment
The New Advertisement