Michael Crossan
English 12
Nerds analysis
Nerds, simply put, are brightly colored lumps of sugar. However, they have managed to stay
a popular choice of candy for more than a decade. This may be due to their taste but more
likely due to their successful marketing schemes and techniques. Their multi-colored candy
boxes range from bright yellow to fluorescent pink, this combined with their clever
catchphrase "Feed your imagination..." is a sweet recipe for success.
The nerds, like many candies, are targeted at children. Nerds use these effective visual
techniques to appeal to the minds of the young. Not only do they use the bright colors and
catchphrases, but they also implement interesting characters such as Willy Wonka himself.
They also animate the little nerds into tiny "cute" creatures to make them more memorable
and eye-catching. This creates an atmosphere of fun, adventure, and cheerfulness.
The fonts used are smooth, interesting, and immediately capture the consumer's attention,
especially the younger ones. With the addition of the magicians hat and stars, a sense of
mystery magic and adventure is created. This is no "normal candy" anymore but instead
magical and fantastical. The words themselves are magical as they are engulfed in the smoke
wafting out of the magician's hat. In essence, all of these visual elements encourage children
to pick up the box, read it, and ask their parents to buy it.
In addition to the all these video aids another aspect, being addressed by Willy Wonka
himself is crucial in making kids want Nerds. It links this candy to the movies and books,
potentially linking this candy to a magical and wonderful experience. A great example would
be the lines "Tasty treats awaits you" or "You will find" among others. This is an attempt to
reach out to the kid and make him/her feel special, as if WIlly Wonka is speaking directly to
them, involving kids and pretty much engaging them in hopes to further the kids desire for
the candy.
Next, there are the stylistic devices used on the box. "Entrance, intrigue, and delight" all
have 2 syllables, each pronounced strongly on the first. This adds rhythmic quality to the ad
and more entertaining and interesting. There is also alliteration in the phrases "Tasty treats"
and "Mystic and Marvelous" adding more rhythm to the nerds box. Finally, there is the
memorable word "scrumdiddlyumptious". Being an imaginary word, it is a prime example of
the "imagination" them all over the box. This is called Neologism. Due to the long,
catchiness, and element of fun to saying the word, it appeals to kids furthering once again
furthers the kids interest in the candy. It is a clever marketing scheme as it forgoes
traditional generic words for food like "delicious" or "irresistable".
When the kid is hopefully drawn in by the eye-catching visual elements on the box, he/she
will be left there "Standing there with his mouth open" as a result of the desire for the box.
It creates a double meaning from the slogan "Feed your imagination". In conclusion of the
word choice analysis on the nerds box, you are being told to "Go on." and "Feed your
imagination" with these "tasty treats".
Although they might not be the primary target, these nerds candies may also directed at
adults, or more specifically parents. There is the use of the slogan in the way they say that
nerds are not just candy. The company could be suggesting that they lead to creativity as
they encourage kids to use their imaginations. Then there is the unique way they ask "Want
to know where WONKA candy comes from?". This is outside the smoke and may be meant
to stand out to catch the eye of the parents. The candy is encouraging kids to read, to learn
and discover the world of Willy Wonka, it is educational-more than just candy.
In conclusion the Nerds box is very effective at making itself attractive to kids, leading to the
goal of their parents buying that candy. The marketing team for Nerds candy has mastered
the technique of combining all that mystery and magic on the box, while still seeming
somewhat reasonable and attractive for the parent buying the candy. A sweet success!