Power Bar “Athlete”

This ad demonstrates the consistency in power bar print ads. Power bar will usually select any famous athlete who is considered a sponsor of Power bar and who uses Power bars and quotes them on a small little tidbit, which they may have said.
These “celebrity sponsors” are targeted at both male and female athletes and it seems that in this ad power bar is using the celebrity endorsement strategy of advertising, which seems to be working well for them. However in my opinion they are only appealing to just a small fraction of the consumers who may be willing to eat Power bars.
The main overall theme of Power bars campaign seems to be mainly targeted towards male and female athletes and competitors and not just your everyday people who may be simply trying to eat healthy or watch their weight. However it seems that when it comes to bringing in the competitive athlete consumers, that Power bar has the lead in that target market.

Dov

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Power Bar “Shadow”

This first ad from Power bar is of a woman who is running down the street for so long and so fast that she has clearly left her shadow behind and out of breath. When I first saw this ad and all of power bar’s other ads I was interested to see the technique that power bar was using to attract consumers. It seems that unlike other brands such as Kashi, Luna, Kind, etc. Power bar really seems to focus on its product as being for men and women who are very athletic and very involved in sports. This ad however seems to carry a lighter message.

If you look closely to analyze the ad you can see that the woman in this ad is wearing all workout clothing and running clothing and is not just running in her everyday shorts and tank top. It seems to suggest that this running may be something that this woman does often and competitively.

This seems to be the overall theme that Power bar seems to use in almost all of its ads. It seems Power bar has decided to mainly focus on the athlete and strong competitor field of consumers. This can be far better understood by their next ad that I will look at.

Dov

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Larabar “Biggest Loser”

Follow link then press play on video labeled “watch biggest loser clip”

http://www.larabar.com/#

The ad is a form of product placement for Larabar. The participants give a list of problems they have regarding snacking. The trainer responds to their issue by stating that the Larabar solves all those problems, also listing the ingredients. The ad gains effectiveness since it is part of a national television show, not a commercial.

Erica

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Larabar “Simplify Your Life”

The Larabar ad represents the simplicity of the brand. The slogan “simplify your life” is demonstrated through the limited amount of information on the ad. The ingredients are listed showing the simple elements that make the product. The image of the snack bar is the main focus. A list of flavors with color-coding matching the wrappers are placed below the image of the bar. The imagery and color matching enables image recollection of the bar.

Erica

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Kashi “People Love Snacks”

This ad appeals to health conscious women and know the importance of incorporating whole grains into their diet. The ad uses a female in the shape of a black-figure as a way to to allow women to envision themselves as the active, in-shape, black-figure put forth. The headline: People love snacks, so we made snacks that love people back is Kashi’s way of telling women that Kashi cares about their wellbeing. The ad gives women the perception that by eating Kashi’s whole grain snacks, they will get the energy they need to lead both a healthy and active lifestyle.

Shelly

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Clif Kayak Ad

This ad appeals to people who might be feeling overwhelmed by their daily rituals, like work or housekeeping. The computer, telephone, and stack of papers are a reference to work and the pile of laundry indicates housekeeping. The man kayaking away from his “responsibilities” implies that he is stressed out or looking for some form of escapism. However, I doubt that Clif is suggesting that eating their bars alone will fulfill this function. Instead Clif suggests that you supplement your hectic lifestyle with exercise to enhance performance and reduce stress. Clif is known for targeting an athletic demographic. This ad reassures that particular demographic that Clif understands the importance of staying active, and in turn, healthy. So, the advertisement hopes to remind its loyal athletic-customers that the Clif brand is still out there and at the same time welcome new customers: anyone who is stressed out.

Shelly

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Balance Bar “Everything You Want”

I think this ad is trying to appeal to men and women who want to
eat healthier and are looking for something that tastes good at the
same time. The ad is pointing out how the bars are both delicious and
healthy which is not true for all healthy foods. The bottom of the
advertisement even points out how the bar is ‘cleverly disguised’ in
peanuts, caramel and chocolate. The ad will make people choose a
balance bar because they want to be healthy and would prefer a
chocolate bar over something like a salad.

Jessica.

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Balance Bar “All Work and No Play”

I think this ad is trying to appeal to both men and women, with full
time jobs. The ad is pointing out that all work and no play will make
you look tired, thus not very attractive with the lights on. The
bottom of the advertisement points out that working hard may lead to
eating junk food but eating balance bars are nutritious and are a
better choice for people who are looking to find a balance between
hard work and snacking.

Jessica

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Clif Bar “ On the edge, not over it”

This Clif Bar ad appeals to a majority of people looking for a healthy all natural exercise bar. It is a slightly lengthier ad than many others but like many other Clif bar ads there’s quite a bit of substance to it. It has a short paragraph written out basically saying that Clif bars are a holiday gift to fitness enthusiasts because the formula product is just so good and healthy that they are doing the consumer or “reader of the ad” a favor by even offering such a great product. It is a bit arrogant but effective in spreading the message that Clif is so good that it can be cocky about its product. Also at the very bottom of the ad in bold text reads “on the edge, not over it” to tell consumers that their product isn’t too much taste, calories or unnatural products, but just the right amount of the good stuff. Overall this ad definitely appeals to fitness enthusiasts both male and female.

Matt

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Kashi “Embrace Your Guilt”

This ad is appealing to a majority of people looking for a healthy snack that also tastes great. By showing the Kashi brand in the shape of a donut with the caption “embrace your guilt” it is saying that Kashi is a food that is ok to have as a “guilty pleasure” without actually feeling guilty. By doing this there saying that there product is so delicious that it can replace the need for guilty pleasures that might be unhealthy. The format of the ad is also very eye catching because it has very limited print and a simple concept to understand. This ad perhaps appeals to people who are looking to curb cravings and work toward a more natural and healthy lifestyle by cutting out unhealthy indulgences.

Matt

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