Benefits Offered-
Maltesers are advertising there chocolate as a healthier and low calorie chocolate sweet as between 0:11 and 0:15, the friend clearly states that she doesn't eat chocolate much (most likely for the common thought of it being an unhealthy and fattening product) and then changes her mind after the lady with the Maltesers said, “Less than 11 calories each.” This shows the benefit that the chocolate sweet is actually a more healthy chocolate instead of the typical chocolate that is seen as a unhealthy product that is occasional treat. They point this out again at the end of the advert at 0:33 where they say, “Maltesers. At 11 calories each you’ll have to find new ways to be naughty.” This is stating that there product is not naughty to have, again like other chocolates are often though of when growing up into the adult society. Although this makes a statement that it is 11 calories each, that dont mention how there are quite a few of them in each packet so the maths add up to it still being better than most chocolate but still not a healthy snack.
Advantages over other similar products-
The chocolate industry is know for being an unhealthy sweet product, but the advert focuses on how their chocolate has less calories and is not too bad to treat yourself to. This is mentions at 0:12 the girl with the chocolate mentions it is "less than 11 calories each." making the friend change her mind and take the chocolate, as if it wont do much harm to have. They mention how it not a bad thing to have again at 0:20 where the friend said "See, that isn't very naughty is it?" This again telling the customer that having their product is not like the competitors as there chocolate is not a naughty sweet to eat unlike other chocolates would be thought to be.
Unique selling Point-
Malteser's aim their product to be a healthier alternative to binge eating and snaking with chocolate as it aims to contain less calories than other competitors as they mention the the advert that you will need to find a new way to be naughty as eating their chocolate is not a bad thing to do or as much negative effect like other chocolate and sweets are. This is shown at 0:36 as it said, "You'll have to find new ways to be naughty." In conclusion they make themselves stand out with the USP of being a healthy alternative. Not many chocolate adverts try to appeal themselves for being healthy so i personally think this is a strong standing USP for the brand.
Lifestyle appeal-
The product itself does not offer much to benefit or improve the lifestyle of the consumer much as it does as it keeps the advert simple and bland, not giving any big promises but mention multiple times how eating their chocolate allows them to eat the sweet without feeling naughty or unhealthy. This is clearly stated at 0:11 where she refuses to the chocolate as she does not eat chocolate, most likely due to the bad reputation of it being unhealthy, and then get convince into eating it after her friend said it is only 11 calories. This means it allows the consumer to enjoy chocolate without having to worry about calorie intake, improving their lives.
Brand Identity-
The way the product and advert make the company looks is light hearted with light humour and keeping people happy with eating sweets. the light humour and light hearted part of the advert is shown as they use the word, "naughty" making the product seem more childish or cheeky. The humour they use is from this word as they put across at 0:22 the says, 'I'll show you want is though." then gets on the table and flashes her chest, but does not show any explicit content. This in my opinion is shown as a light heart humour as the woman is showing an extreme way of being "naughty." without being rude or harmful. The advert shows eating the chocolate is not a bad by mentioning that the product is 11 calories each at 0:34. This is a big deal for snack food to have as it would make more people want to buy the product as it a treat that is not too bad for you.
Benefits Offered-
throughout the advert they use the music, special effects and dramatic actions to portray the tough manly figure the chocolate is meant to make the man to feel, as they feel like a strong man the chocolate bar has to make them feel tough as well. the music is very dramatic to add tension when he is walking. At 0:11 you can see a close up of the man face with an explosion behind him. His face has a determined, brave and strong willing expression adding the intensity of the typical manly feeling even though the task is a small and simple task. This gives the imprestion that the chocolate bar will make the man feel even more manly and tough.
Advantages over other similar products-
Because this chocolate bar aims purely for the male gender it stands out from the rest of the chocolate bars as they usually aim more towards the female gender as chocolate is seen as a feminine product. Using this advertisement allows Yorkie to gain more of a male audience as at 0:27 it shows using the graphics for a man to gain energy to do manly jobs as it said, "Man fuel for man stuff". It portrays itself as a reward for doing a task and therefore making men buy their product as it appeal more to them in the advert.
Unique selling Point-
Yorkie Chocolate bar brakes the normal idea of chocolate being targeted at women and make the chocolate for men. This is defiantly a unique selling point as no other chocolate bar does this advertisement for their product. They make the chocolate very macho shown at 0:08 where he is holding the bags with a pained look in his face and an explosion behind him. This makes the chocolate bar seem powerful and strong, while most chocolates go for a more tasteful and relaxing style of advertising. Yokie clearly has breached a well open market in the chocolate industry and it works quite well as it shows off cliché manly stuff.
Lifestyle appeal-
Due to it appealing to males it wants to make the man feel more manly, as most men would find that appealing. This is shown though the often task of taking in the shopping from the car. although it a boring, plain and simple task the advert makes it look much more heroic and powerful to be able to do the task best shown at 0:10 as the mans face look very focused, strong and pain. This gives off the heroic feeling to the simple task and the explosion in the background just add more emphasis to the over dramatised situation. This makes the point across that when you have Yokie bars you feel more powerful, heroic and manly. This is a feeling men often crave, making the men want to have the chocolate more.
Brand Identity-
The brand put itself forward as a over dramatic and comical product as they use very cliché humour of how men think they look when doing tasks, in this advert taking in the shopping. By using the over dramatic action and music it makes the advert rather humorous for the male audience as it a situation most men can relate too, and to say the chocolate bar can create this feeling makes the men appealed as it is a positive feeling of power, strength and being all mighty. At 0:16 the man is lifting the keys for the door and his face shows he is struggling to do the task and the music add emphasis on this task he is carrying out. At 0:22 you see him looking as if he feel powerful and tough as he takes a large bite out of the chocolate bar. Once again making him feel powerful and slightly barbaric, this adds to the humour of the advert and even though it aimed for men it does not reject women complete as it use to in past adverts allowing more of an audience.
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