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Haribo Print Advertising Examined
· 28.07.2022 · 22:31:57 ··· Donnerstag ⭐ 0 🎬 0
📺 AD Wonk
Haribo has made some stunning print adverts recently, but are the most beautiful adverts always the most effective?
In this video, we’ll look at 3 Haribo print ads and compare their relative merits.
The first advert is I think the most aesthetically pleasing for me. The orange really punches off the white, the bear shape in the orange is intriguing, and the footsteps are playful. It’s a wonderful bit of art.
But, can you get away with just a logo? Is there enough of a connection with the product to be memorable at the point of purchase? Maybe there is for regular buyers? However, my feeling is that this advert compromises effectiveness in favour of pure beauty.
This next advert has a similar theme. It’s also a good-looking Haribo advert. Not stunning, but definitely good-looking. It also uses a lot more of the brand’s distinctive assets. There are bears at the bottom and on the logo. Plus, the bear is drinking the Apple juice which visually supports the claim that the sweets contain fruit juice. So, while this ad may not be quite as attractive as the first, I suspect it’s more effective at supporting sales.
The last of these three adverts is perhaps my least favourite visually. However, I don’t think it’s ugly and the orange still jumps off the page and commands attention. But, there’s a pack shot which creates a direct link to what people purchase. And, the bear is front and centre supporting the fruit claim. So, I suspect that this might be the most effective version of the ad for generating sales.
These three Haribo adverts sum up the compromise advertising sometimes needs to make. Sometimes the art has to give way to selling the product.
Disagree? Feel free to comment below.
· 28.07.2022 · 22:31:57 ··· Donnerstag
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