Why Is The Ad's Message Unclear?

Current Advertisementwhy Is The Ad Weak Message Is Unclear Makes Th

Current Advertisement why is the ad weak? • Message is unclear • Makes the candy look unappetizing • Doesn’t show the advantage/benefit of the product • It’s hard to understand the commercial because it seems to be all over the place • Doesn’t show the candy being eaten or enjoyed Link: New Tagline: Let the GUMMINESS Crawl to You Keeps the “weird” theme, but relates to Trolli’s products Describes the texture of the candy Focuses on product excitement Old Tagline: Weirdly Awesome • Old tagline is too vague • Doesn’t focus on the product or what the product really is Storyboard: A young man walks into a living room, sits down, and turns on the TV. He opens a bag of Trolli Sour Brite crawlers. Gummy worms start to crawl out of the bag. He drops the bag on the ground in shock. Worms begin to crawl towards him, climb up his shoulder, and cover his head while climbing. He eats one off his head and enjoys it. The ending shot displays the logo and the new tagline: "Let the GUMMINESS Crawl to You."

Paper For Above instruction

Introduction

The effectiveness of advertising hinges significantly on the clarity of its message, visual appeal, and relevance to the product. An advertisement that fails in these aspects risks not only failing to attract consumers but also potentially damaging the brand’s image. The current Trolli candy ad does not communicate its message clearly, appears unappetizing, and does not clearly showcase the product's benefits or appeal. This paper examines these shortcomings and proposes a new advertising strategy, including a fresh tagline, a storyboard for a viral ad, and social media integration, to invigorate Trolli’s marketing efforts.

Analysis of the Current Advertisement Weaknesses

The primary issue with the existing Trolli advertisement is its lack of clarity. Viewers are left confused about what the product is and its distinct appeal. This confusion stems from a disjointed narrative and visuals that do not showcase the candy being enjoyed, which diminishes its attractiveness. Furthermore, the ad fails to communicate the product's unique qualities, such as its chewy texture or sour flavor, which are central to the brand identity.

Additionally, the current ad employs humor that seems bizarre and out of context, such as worms crawling over a person, which risks alienating viewers rather than engaging them. The ad’s all-over-the-place tone and strange humor distract from the core message, making it less memorable and ineffective in establishing a positive brand image.

Moreover, the visual portrayal of the candy does not stimulate appetite; instead, it shows worms crawling out of the bag in a way that could be perceived as unappetizing, further reducing consumer interest. It lacks scenes where consumers see someone enjoying the candy, which is crucial for an endorsement of product desirability.

Proposed Solution: A Revised Campaign Strategy

New Tagline: "Let the GUMMINESS Crawl to You"

The new tagline aims to embody the playful, weird theme while directly referencing the candy's texture. It is memorable, aligns well with Trolli's brand personality, and emphasizes the product's unique chewy and playful nature. Compared to the outdated "Weirdly Awesome," this tagline is more descriptive and engaging, fostering curiosity and excitement.

Storyboard for a 30-Second Viral Ad

The proposed storyboard features a young man entering a living room, creating a relatable and casual setting. Upon sitting and turning on the television, he opens a bag of Trolli Sour Brite crawlers. Suddenly, gummy worms start to crawl out of the bag, startling him. The worms continue to crawl, climbing onto his shoulder and over his head, creating a humorous yet captivating visual. Instead of reacting negatively, he playfully eats a worm from his head, enjoying it and sharing a moment of fun. The scene concludes with the Trolli logo and the tagline "Let the GUMMINESS Crawl to You" displayed prominently.

This storyboard uses humor, surprise, and the product’s unique texture to create shareable content that resonates with younger audiences familiar with quirky, viral videos. It emphasizes the fun and playful aspects of Trolli candy, making it more likely to go viral and attract social media shares.

Social Media Campaign Extension

Building on the viral ad, the campaign extends into social media through platforms such as Facebook, Twitter, Instagram, and Snapchat. The hashtag #vineyourgumminess encourages fans to create their own short videos or "Vines" featuring Trolli candies. These videos should incorporate the tagline and showcase creative, weird, or humorous ways they enjoy Trolli gummies.

On Facebook, Trolli can host a dedicated page where fan videos are featured, fostering community and engagement. Users can share their videos, participate in contests, and vote for their favorites. The campaign can also include a monthly prize of $200 for the most shareable and innovative videos, incentivizing participation and virality.

On Twitter and Instagram, short clips and images can promote the campaign, with challenges such as "most bizarre way of enjoying Trolli" or "most creative gummy crawl." Snapchat filters and AR experiences can further immerse users in Trolli’s playful universe, enhancing brand recognition and engagement.

The integrated approach ensures consistent messaging across platforms, amplifies reach, and engages the target demographic of young, enthusiastic consumers who appreciate humor and novelty.

Conclusion

The current Trolli candy advertisement falls short primarily because of its unclear messaging, unappetizing visuals, and lack of focus on the product benefits. The proposed new tagline, "Let the GUMMINESS Crawl to You," alongside a humorous and engaging storyboard for a viral ad, can significantly improve brand perception. By extending the campaign into vibrant social media activities with interactive challenges and user-generated content, Trolli can increase engagement, brand awareness, and ultimately drive sales. An integrated, consistent, and playful marketing strategy aligned with modern digital trends offers the best path forward to reinvigorate Trolli’s advertising efforts and better connect with its youthful audience.

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