Marketing and Advertising
One commercial involves two women buying the bar from a convenience store and one of the women instructing the other to wait for the bubbles to melt. They both try it and remark to one another (their mouths still full of the chocolate), "You feel the bubbles?" "I love the bubbles".
More recently an advert featured American actor Jason Lewis in just a towel explaining how chocolate melts at 37.0 °C (98.6 °F) (body temperature) and that as the bubbles melt it "increases the pleasure...".
A recent commercial from Aero was shot by Ty Evans and Wayne Daly, featuring skateboarder Bob Burnquist; it consisted of skateboarding through a skate park full of balloons. This advert has become very popular due to its entertainment value and its lack of "gender branding". The song used in this advert is Jackson 5's "ABC" song.
Aero conducted a six week roadshow to promote their Aero Hot Chocolate product. This experiential marketing campaign was exclusive to Asda stores and included 45 activity days. It proved very successful winning the ISP (Institute of Sales Promotion) Gold award for Experiential Marketing at Point of Purchase 2009. The key success criteria for this campaign was a product sampling rate in excess of the original forecast of 150k—throughout the six week roadshow; 179,450 samples were taken with a sample to product conversion rate of 64%.
Read more about this topic: Aero (chocolate)
Famous quotes containing the word advertising:
“The same people who tell us that smoking doesn’t cause cancer are now telling us that advertising cigarettes doesn’t cause smoking.”
—Ellen Goodman (b. 1941)