Israeli Splendid's 'Kids Try Dark Chocolate' is an Unusual Advertisement
Laura McQuarrie — September 22, 2015 — Pop Culture
References: youtube & creativeguerrillamarketing
The 'Kids Try Dark Chocolate for the First Time' video has quickly become a viral sensation on YouTube.
Kids may love eating chocolate, but this Israeli Splendid commercial has kids sampling dark chocolate instead. As expected, its bitter taste has kids cringing, wincing and making faces at the unusual taste of the chocolate. Although it's rare for a company to brand its products as revolting to a particular group, this tactic makes it seem all the more irresistible to a sophisticated few with acquired tastes. In this ad, Israeli Splendid reminds: "When you grow up, you'll get it."
This ad campaign is reminiscent of the 'Pucker' photography series by April Maciborka, which depicts infants making sour faces from trying a lemon.
Kids may love eating chocolate, but this Israeli Splendid commercial has kids sampling dark chocolate instead. As expected, its bitter taste has kids cringing, wincing and making faces at the unusual taste of the chocolate. Although it's rare for a company to brand its products as revolting to a particular group, this tactic makes it seem all the more irresistible to a sophisticated few with acquired tastes. In this ad, Israeli Splendid reminds: "When you grow up, you'll get it."
This ad campaign is reminiscent of the 'Pucker' photography series by April Maciborka, which depicts infants making sour faces from trying a lemon.
Trend Themes
1. Bitter Chocolate - Creating more bitter chocolate products targeting consumers with acquired tastes presents a disruptive innovation opportunity for chocolate companies.
2. Unusual Advertisement - Developing more unusual and unconventional advertisements can be a disruptive innovation opportunity for companies looking to stand out in a crowded market.
3. Acquired Tastes - Highlighting the notion of acquired tastes as a marketing strategy can be a disruptive innovation opportunity for companies wanting to attract a more sophisticated consumer base.
Industry Implications
1. Food and Beverage - Food and beverage companies can develop and market more products targeting consumers with acquired tastes, such as dark chocolate.
2. Advertising - Innovative advertising techniques, like the Israeli Splendid commercial, can be adopted by companies looking to create unique and memorable campaigns.
3. Photography - Incorporating unconventional and humorous photography can be a disruptive innovation opportunity for companies looking to create engaging marketing materials.
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