With Barbie in the sandbox
NatraTaste benefits as an image free-rider and provocateur
NatraTaste profits as image freeloader and provocateurBy Thérèse Balduzzi Two provocative commercials for the artificial sweetener NatraTaste in America make fun of the advertising for a more expensive competitor product. Through their self-made style, they give the impression that the product is cheaper because it does without glamorous advertising.
The "Spokesmodel" commercial makes fun of ads featuring supermodels: at first, all that can be seen is a pretty pair of long female legs strutting along the beach. But it soon becomes clear that the blonde, who is first photographed in a bikini with flippers, then with a ball, and finally with a cowboy hat and a horse, is a Barbie doll being pushed around by a hand in the sandbox.
The background consists of a composite puzzle. An off-screen voice explains, "We don't spend a lot of money on supermodels, so you don't have to spend a lot of money on NatraTaste." In the "Blimp" spot, a hand drives a toy blimp suspended by strings, which are the advertising blimps ubiquitous in New York, around against the backdrop of a sports stadium. Similar to before, the voiceover explains, "We don't spend a lot of money on blimps, so you don't have to spend a lot on NatraTaste." The spots are followed by the tagline, "The same sweetener as Equal at a sweeter price."
Advertising side hustlerand around the clock
NatraTaste takes a side swipe at its more expensive competitors, suggesting that consumers are helping to fund expensive model advertising with the price difference. Equal is a protected trademark of the company Nutrasweet. NatraTaste is a registered trademark of the manufacturer Stadt Corporation.
The spots were designed by the New York agency Pedone & Partners. The low-budget quality of the make embodies the down-to-earth character of the cheaper competitor product and was created for the target group of women aged 18 to 49. The spots will run from morning to night on all network stations. In addition, NatraTaste will also sponsor the Chase Women's Tennis Championship, which will be held at Madison Square Garden in November.
Earlier commercials for NatraTaste compared buying the competing product, Equal, instead of NatraTaste to a series of absurd situations. "It's a good opportunity to go on the attack," says Tom Cook, CD of Pedone & Partners. NatraTaste has the image of a brash brand that doesn't shy away from confrontation, he says. It also enjoys
of a loyal clientele. What remains unmentioned, however, is the fact that such side-swipes subliminally benefit from the competitor's expensively built image.
The "Spokesmodel" commercial makes fun of ads featuring supermodels: at first, all that can be seen is a pretty pair of long female legs strutting along the beach. But it soon becomes clear that the blonde, who is first photographed in a bikini with flippers, then with a ball, and finally with a cowboy hat and a horse, is a Barbie doll being pushed around by a hand in the sandbox.
The background consists of a composite puzzle. An off-screen voice explains, "We don't spend a lot of money on supermodels, so you don't have to spend a lot of money on NatraTaste." In the "Blimp" spot, a hand drives a toy blimp suspended by strings, which are the advertising blimps ubiquitous in New York, around against the backdrop of a sports stadium. Similar to before, the voiceover explains, "We don't spend a lot of money on blimps, so you don't have to spend a lot on NatraTaste." The spots are followed by the tagline, "The same sweetener as Equal at a sweeter price."
Advertising side hustlerand around the clock
NatraTaste takes a side swipe at its more expensive competitors, suggesting that consumers are helping to fund expensive model advertising with the price difference. Equal is a protected trademark of the company Nutrasweet. NatraTaste is a registered trademark of the manufacturer Stadt Corporation.
The spots were designed by the New York agency Pedone & Partners. The low-budget quality of the make embodies the down-to-earth character of the cheaper competitor product and was created for the target group of women aged 18 to 49. The spots will run from morning to night on all network stations. In addition, NatraTaste will also sponsor the Chase Women's Tennis Championship, which will be held at Madison Square Garden in November.
Earlier commercials for NatraTaste compared buying the competing product, Equal, instead of NatraTaste to a series of absurd situations. "It's a good opportunity to go on the attack," says Tom Cook, CD of Pedone & Partners. NatraTaste has the image of a brash brand that doesn't shy away from confrontation, he says. It also enjoys
of a loyal clientele. What remains unmentioned, however, is the fact that such side-swipes subliminally benefit from the competitor's expensively built image.
