Sarah High
Professor Thomas
SEGL 102
February 1, 2013
"Kellogg's Froot Loops" :
The Intriguing Tactics of theAlien Fruit Monster
For
decades the colorful character Toucan Sam, who is known for his majestic sense
of smell, has embraced the covers of “Froot Loops” cereal boxes and numerous commercials. Although Toucan has changed over the years he
has been a successful method in advertising for Kellogg’s “Froot Loops.” In addition to the strong storylines and
details in every commercial, no one can deny Toucan’s welcoming disposition. Because of the creative strategies within Kellogg’s
marketing, their designs were expanded to include Toucan’s nephews, and they
continue surprising the world with refreshing tactics to further entice the
young.
Although
Kellogg’s is a well-known company who has established consumer relationships,
the marketing creators still took on a challenge to develop a series of cereal commercials
to ultimately advertise the limited “Alien Berry Froot Loops.” During these commercials Kellogg’s is able to
appeal to parents and children watching through not only a full story, but by
artful manipulation, repetition, and three-dimensional gimmicks with vibrant
colors, while establishing their credibility throughout, and enhancing the main
statement effectively using hyperboles that “Froot loops is full of the
ultimate fruit flavor.” At the same time
a hidden message is composed contrasting greed and generosity. Because of the abundant amount of creativity
that was put into the commercials, children are left in anticipation, and
flocking to their parents to purchase a box of the “ultimate taste of Kellogg’s
Froot Loops.”
The
series is crafted is an artful and kid friendly manner to show Toucan Sam and
his nephews being taken by surprise with a visit from an unpleasant alien
monster searching for their favorite cereal.
Once located, a rapid pursuit occurring between Toucan, his nephews, and
the Alien Fruit Monster arise in order to keep the “Froot Loops” away from the
alien. But because the sneaky creature
was able to acquire the cereal, a new assortment was created, and in response
he turned into a friendly, sharing fruit monster.
Within
every commercial the producers are able to manipulate the viewers based on
actions between the characters and rewards offered from Kellogg’s. The way the commercials are laid out,
starting with the alien saying “I’ve come for the ultimate taste of Kellogg’s
Froot Loops” children are able to see that the alien has come from far away to
desperately encounter the fruit taste. Through
these actions their awareness arises to the fact that this cereal must be
delicious, and is the start of the message Kellogg’s wants to achieve.
Toucan
is kidnapped because he wouldn’t give up any of his cereal. At the end of the commercial a website is offered
to get a poll from viewers on whether or not the alien fruit monster should
have some of the delicious fruit flavor in order for Toucan to be rescued. Because the writers chose to market the
commercial this way a few things are occurring.
Kellogg’s is using a “to be continued” storyline that not only keeps the
audience waiting on the edge of their seats for more, but allows them an opportunity
to be involved throughout. This is to shock
the parents and children with the unknown future of Toucan while giving them a
chance to possibly save him.
On
the second part, Toucan is rescued by his nephews because the viewers chose to
save him by giving the Alien Fruit Monster some “Froot Loops.” Now the children are excited because they
saved Toucan! What’s better than knowing
the fruitful character is safe from harm?
A personal “Toucan Bendy toy” offered in select boxes of “Kellogg’s
Froot Loops.” This is an effective
scheme; because parents want their children happy but healthy, they will go out
and purchase another box.
The
third and fourth commercials offer the same sequence of events. But this time the monster steals the box of
cereal from Toucan’s tree house. The
website is offered again, with “ask your parents for permission” being the last
statement, emphasizing the fact that nothing is ok to do without asking your
parents beforehand. While on the website
children can keep track of the whereabouts of the monster and cereal. Each time they are able to explore the Toucan
Sam website, they are engaging in the exciting life of Toucan while allowing a
bonding opportunity between parents and children, and at the same time seeing
the other Kellogg’s products being advertised.
During
the last commercial the manipulation being used throughout the sequence of
events is being heightened with the outcome of the Alien Fruit Monster. By the time Toucan and his nephews locate the
greedy creature he is gobbling down their entire box of “Froot Loops” while creating
a new and improved monster that pops out the new “Alien Berry Froot
Loops.” Kellogg’s makes sure they have
written in big letters under the new box “FOR A LIMITED TIME ONLY” to show
these won’t be on sale long, and parents should hurry and buy a box of the
friendly fruit flavor.
Because
the alien fruit monster repeats the key line in every episode, Kellogg’s
further enhances their message being that “Froot loops are full of the ULTIMATE
fruit flavor.” The repetition starts
with the alien demanding, “I’m finally here, and I’ve come for the ULTIMATE
flavor of froot loops!” In each
commercial thereafter he changes his phrase a little with continuing emphasis on
the word ultimate. For example, “YUMM the
ULTIMATE fruit taste must have more” and “The ULTIMATE fruit flavor.” The alien wants the viewers to know how
delicious these are and once you have had the taste you can’t resist them. “Froot loops” is ultimate; it is top notch
that nothing can beat.
On
top of using manipulation and repetition to sell this cereal, Kellogg’s also
uses detailed vibrant colors and three-dimensional effects. Every commercial is very detailed from the
fruit on the trees, the lemon steps on the alien’s spaceship, down to facial expressions
of fear and anxiety. Because of the
combination of details and colors, which are fun and exciting, the series is
able to keep the audience engaged by drawing attention to the television. When you see Toucan, his nephews, and the
alien’s facial expressions you can clearly see whether they are frightened or
excited. The producers of these
commercials make the character’s expressions very childlike almost imitating the
actions of the young. Because of Toucan
gulping in fear, sticking his wing in his mouth like a child would their fingers
being nervous, the alien grinning in greed, and the middle nephew having his
mouth opened and nodding with complete enjoyment, the children and parents
alike are able to connect and feel empathy for this family. When a person, especially children, feel a
connection with something they are more likely to be persistent in having it.
The
three-dimensional scenes allow the audience to feel as if they are experiencing
Toucan’s danger, seeing it from his and the alien’s perspectives. When Toucan screams “HELP!” after being
kidnapped, his face pops right at the screen, and while the alien is chasing
after more “Froot Loops” his tentacles almost reach through to the audience
grabbing them instead of the cereal. This
is a wow factor for the audience that shows how much distress Toucan, his
nephews, and the fruit monster are under to get the fruit taste in their possession. As Toucan is running after being rescued, he
looks as if he is looking right at the audience as he says “Thanks boys and
girls for rescuing me from the alien fruit monster!” Because of this children get pulled into the commercials,
which is another way for Kellogg’s to make it seem as if the viewers are
experiencing this with them.
Hyperboles
are also used throughout connecting the ultimate flavor of the original “Froot
Loops” to the new ones that are for a limited time. Every time the fruit monster says they are
“Full of the ultimate fruit flavor” makes the cereal seem as if each loop is
filled with the juice from a real piece of fruit to make the fruity
flavor. Also after the alien changes and
makes the new “Alien Berry Froot Loops,” Toucan and his nephews are enjoying a
bowl. After the narrator mentions that “they’re
the best fruit taste on this side of the Milky Way” Toucan exclaims “and their
out of this world!” This shows the
“Alien Berry Froot Loops” are beyond the ULTIMATE flavor; they are an out of
this world flavor that no one should miss out on while also connecting the
alien fruit monster to his creation.
They
are also able to show through the actions of the alien that being greedy and
hateful will get you nowhere, but it feels good to be helpful and sharing. In the beginning the alien travels far just
to steal the “Froot Loops,” but because of him being so greedy he has difficulty
getting them. After he turns into a new
and improved alien, not only does he make the new “Alien Berry Froot Loops” he
also says “I feel good!” and “I’m sharing with everyone!” Because this is coming from the alien fruit
monster, the viewers see how you can change for the better, and it actually
feels good to share.
Some
may feel these four commercials are too busy and hard to keep up with for the
young. But because of the storyline,
details, and pauses Kellogg’s takes they are able to successfully sell their
famous cereal by not only adding the hidden message for their viewers, but
making them feel like they are an important part of the story. Because these commercials were so brilliantly
put together by Kellogg’s marketing, not only are they able connect with the
parents and children, but also reveal the fruitful taste of “Kellogg’s froot
loops.” Furthermore, after my children
watched the commercials they wanted a box of the “ULTIMATE fruit flavor” too.
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