The 'Trojan Sweet' Ad Plays on the Classic Trojan Horse Story
Alexander Lam — June 1, 2013 — Marketing
References: adsoftheworld
Repurposing the Trojan Horse, an ad called 'Trojan Sweet' by African ad agency DraftFCB promotes Vital Kids Multivitamins. The print ad depicts a giant hard candy being led into a castle. Mirroring the famed Trojan Horse tale, a candy with a deceptive interior is being brought into a castle. However, instead of an invading army waiting to pillage, the ad implies that the candy contains vitamins.
The Trojan Sweet campaign was developed to promote Vital's new product launch. Targeting parents, the ad promises that Vital multivitamins will trick kids into being healthier. With the copy "Delicious gets the good in," DraftFCB was aiming to convince parents that coating vitamins will make keeping kids healthy much easier.
The Trojan Sweet campaign was developed to promote Vital's new product launch. Targeting parents, the ad promises that Vital multivitamins will trick kids into being healthier. With the copy "Delicious gets the good in," DraftFCB was aiming to convince parents that coating vitamins will make keeping kids healthy much easier.
Trend Themes
1. Repurposing Classic Stories - There is an opportunity for brands to repurpose classic stories to create engaging and memorable ad campaigns.
2. Deceptive Marketing Techniques - Brands can explore the use of deception in marketing to generate intrigue and capture audience attention.
3. Promoting Health with Creative Approaches - Innovative ways of promoting health, such as tricking kids into being healthier, can revolutionize the multivitamin industry.
Industry Implications
1. Advertising and Marketing - The advertising industry can benefit from embracing innovative storytelling techniques to create impactful campaigns.
2. Food and Beverage - There is an opportunity for the food and beverage industry to explore deceptive marketing strategies to make products more appealing.
3. Health and Wellness - The health and wellness industry can develop creative approaches to promote good health, leveraging tactics like making vitamins more enjoyable for kids.
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