Choc Questionnaire

Galaxy campaign research.

Galaxy Campaign



Another attractive woman enjoys a galaxy.



Yet again, we can see another member of the chocolate industry targetting niche audiences achieving great results. Nowadays, Galaxy is the choice of woman throughout the U.K. But why? Well with the use of the same tactics adopted by crunchie. With the use of semiotics, galaxy infers that it is the best remedy for a hard days graft. We now see in almost every galaxy advert, a scene of an attractive woman enjoying a chunk of galaxy, relaxing in bed or on a comfortable sofa.

The abillity of galaxy to engage women is now the companies Unique Selling Point, as they can now rely on a consistancy of paying customers due to the efforts of enticing women to buy the product, just like the way Yorkie bar advertises, "Its not for girls."

Here are a few examples of galaxy adverts over the years, notice how the codes and ideology are very similar in each.



Crunchie campaign research

Cadburys uses a mixture of randomness and humour to create an image of the chocolate bar with an edge. Here we see the use of obvious humour, which discriminates but at the same time creates an "against the norm" appeal as opposed to other competitors like nestle who, for example the Milkybar advert which is blue (good) car vs red (bad) car which is more child like, and appeals to that demographic. Whereas Crunchie defies the norms of chocolate, appealing to an older audience with the use of "get the friday feeling" as a slogan which would reflect adult ideology as opposed to childs. Therefore it engages a demographic which isnt as obvious as children, just like the way galaxy does, appealing to give older women sanctuary after hard work.

Here is a clip of one of the more original crunchie adverts. It uses various examples of more adult humour, for example the quote:

"Is that a crunchie in your pocket or are you happy to see me?"

The use of these sexual inuendo's captures the older audience as they are targetted through this, as opposed to younger audiences who identify with the good vs evil storylines, like the milkybar kid campaigns etc. The Crunchie campaign has been so successfull as they engaged an audience you wouldnt immediately connote with chocolate, as they have been uncatered for by the industry.