Case Study
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Shelby Kristoff and Ashley Atkinson
ARTS 224-001
Market Research
Section 1
Background
Juicy Fruit gum was released in 1893 as the first brand that Wrigley’s introduced after launching in 1891. Juicy Fruit is owned by Wrigley, which was bought by Mars in 2008. Wrigleys is the largest manufacturer of gum in the world. Juicy Fruit gum was first produced at a factory in Illinois, where Wrigley accredited its unique flavor to the many nearby whiskey factories. Juicy Fruit is characterized as a combination of banana and pineapple flavors, or jackfruit. Juicy Fruit is now made in Flowery Branch, Georgia.
Mission
Juicy Fruit gum believes that “Life is better when you have a little fun,” and their slogan is “The taste is gonna move you.”
Local Demographics
The total population of people in Flowery Branch, Georgia, where Juicy Fruit gum is produced and manufactured, was 7,896 as of 2020. About 1,856 of these are youth and children, which is the target audience of Juicy Fruit gum, with the rest of the population being adults. The target market in Flowery Branch includes 2,094 families, and 931 households with children under the age of 18. There are 1,270 enrolled in school from kindergarten to 12th grade, and 528 people enrolled in college or graduate school.
The overall target demographic for Juicy Fruit is younger children and adults.
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Market Research
Section 1 Cont.
Competitors
5 Gum, Orbit, Hubba BubbaUnique Selling Points
They are targeted specifically to a younger age demographic. While other gum brands are more often targeted to fresh breath and healthy teeth, Juicy Fruit advertises themselves as being sweet and fun which is appealing to the younger generation.
Strengths and Weaknesses
Juicy Fruit is strong in their ability to create advertisements that reflect their company branding as a whole. They are strategic in their target market and while it is limited in scope, this allows them to better market straight to the younger demographic. A weakness in the advertisement area is that they lack in a variety of ads both outside of television, as well as ads that are prevalent to today. The bulk of Juicy Fruit’s ads are much older, which means that less of the younger demographic would be able to recognize the brand on a name basis.
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Trident,
Section 2
Purpose of Conceptual Ads
Conceptual ads focus on the underlying benefits of what is being advertised. These types of ads use imagery and other means to induce an emotional response to what is being advertised. There are four types of conceptual ads. Those that seek to inform, entertain, raise awareness, or address shared values. These ads will grab the viewer’s attention and typically will cause them to laugh, think, or smile.
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Conceptual Ad Examples Inform Entertain Raise awareness Share Values Market
Research
Market Research
Analysis 1
Juicy Fruit Ad Series
Type of Conceptual Ad Entertain
Target audience
Younger people and children
Strategy
The goal was to tell a story in one image that promotes the brand yet provides entertainment. The goal was for the ad to be visually appealing yet straight to the point. A challenge involved was creating these ads in line with the television ad that corresponds. This was because they had to create something that would be unique and spark interest, yet also be able to relate back to the television ad.
Tactics
The visuals implemented in this ad were simple cartoon figures doing activities outside of the brand. This ad series was created in correspondence with a previous television ad.
Successes and Failures
This conceptual ad series successfully targeted to the company’s overall target demographic. The visuals aid in showing the tagline found in the ad. Both ads within the series are simple, which proves effective in this case because of the younger target demographic. A failure of this conceptual ad series is that it takes requires more than just a glance at the ad to fully understand that it is a gum advertisement. While it is creative and successfully promotes the overall goal, there is a sense of having to look closely at the product itself.
Analysis and Critique
Overall this series achieved the goals that were laid out. It was entertaining, yet clear in what was being advertised. It was targeted well to the Juicy Fruit brand as a whole, reflecting its packaging and colors. It aided in showing the playfulness and younger target demographic that the company targets with their product.
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Market Research
Analysis 2
Trident Gum Ad
Type of Conceptual Ad: Entertain
Target Audience
People who like to chew gum and want to protect their teeth.
Strategy
The strategy of this ad series used a goal to attract people by promoting this type of gum for the fact that it protects teeth. A challenge of this type of packaging or ad is that it needs to catch people’s attention and show them that it is trident gum while also illustrating that it protects teeth.
Tactics
The visuals for this ad were cartoon mouths made with Trident gum. The idea behind this was to advertise that Trident gum protects teeth.
Successes and Failures
It was successful in showing that Trident gum protects people’s teeth and keeps them clean and white. It failed in advertising the new packaging. This seems to be an advertisement through the packaging, but they failed in using other ways to adver tise this concept.
Analysis and Critique
Overall, this is a good concept and clear in what it is commu nicating to the customers. The idea is creative and persuasive for anyone looking for sugar-free gum to protect their teeth. How ever, it needs to be advertised in a way other than just the packaging so that it can be considered more of a conceptual advertisement, rather than only new packaging.
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Project Brief
Purpose
The purpose of this ad series is to entertain. It will promote Juicy Fruit and focus on the brand’s jingle which is “the taste, the taste, the taste is gonna move ya!” as seen in the 1980s tv advertisements for Juicy Fruit.
Project Goals
The goals of this ad series would be to increase sales of Juicy Fruit gum by entertaining the audience with a conceptual ad that has not been done by this company before. Juicy Fruit’s target audience is younger teenagers and children, so the goal of this ad series is to reach this audience using an entertaining concept with animals. For these reasons, an ad series is being created to use slow moving animals that are being moved by Juicy Fruit gum.
Concepts
The first concept idea for the ad series was a take from the movie, Night at the Museum, where the statue says, “Dumb dumb you give me gum gum.” This concept would be a series of the statue talking, the statue being given a stick of Juicy Fruit gum, and the statue chewing or blowing bubbles with the gum. The purpose of this conceptual ad would be primarily to entertain by using a movie quote to promote this brand of gum.
The second concept idea was a series of advertisements inside a dance studio. The first ad would have dancers not moving, the second would be the instructor giving the dancers Juicy Fruit gum, and the third would be the dancers chewing the gum and dancing. The concept for this idea is based off of Juicy Fruit’s slogan, “The taste is gonna move ya.”
The third concept idea would be a series of advertisements using different animals and fast moving objects. For example, the first ad would be a turtle on a rocket made from Juicy Fruit gum, the second would be a snail on a skateboard made from a stick of Juicy Fruit gum, and the third would be a sloth swinging from a vine made from Juicy Fruit gum. This ad would also be primarily based on the company slogan, “The taste is gonna move ya,” and the purpose would be to entertain.
The third idea is most effective because many of the other conceptual advertisements from Juicy Fruit are made to entertain. Additionally, this concept pairs well with the company slogan and is easy to understand for the audience. This concept supports the company in an entertaining way while creating a new type of advertisement for the audience.
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Project Brief
Tone
The tone of this ad series is upbeat and fun. The feel is targeted to the company’s younger demographic; therefore, it will feel exciting and playful to viewers.
Message
The message of this ad series is to promote Juicy Fruit’s jingle which was popular in the company’s 1980s tv advertisements. It will emphasize that Juicy Fruit was once popular and continues to be today. The message will target older demographics that would recognize the television jingle, while still remaining relevant to today’s younger demographic.
Style
The style of this ad series will reflect the upbeat and fun tones of Juicy Fruit by incorporating the bright colors of the brand’s logo and image. Their iconic yellow will remain the background of the ad with the addition of other bright, bold colors.
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Project Brief
Company’s Ad
This Juicy Fruit ad is simple and straightforward to the brand. While it is efficient in showing its product and including a tagline, there is nothing about it that really catches the viewer’s eye. Our ad series will still incorporate the iconic feel of Juicy Fruit’s ads and packaging, but will ad more visuals to make it stand out more.
Competitor’s Ad
This Trident ad focuses on the same fact that many other Trident ads focus on: this gum will protect teeth. It is simple and easy to understand, but not conceptual. This ad is easy to understand and sufficient for the purpose of informing customers that it will protect teeth, but it is not enough to grab the attention of the audience. Our ad series supports the company’s slogan and target audience while adding a creative and entertaining touch to make it stand out against other gum advertisements.
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Project Brief
Moodboard
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Sketches
Thumbnails
Roughs
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"the taste is gonna move ya"
"the taste is gonna move ya"
"the taste is gonna move ya"
Comps
"the taste is gonna move ya"
"the taste is gonna move ya"
"the taste is gonna move ya" "the taste is gonna move ya"
"the taste is gonna move ya"
"the taste is gonna move ya"
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Final
Mock-up
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