Rationale for the
Pop-Tarts Hop on the Ark
Our target audience for this advertisement is moms ages 30-45,
who have kids ages 5-18. These moms are always on the move and their children
are always providing them with lots of surprises to keep them busy. They live
fast-paced lives and may not always have time to cook breakfast for their kids
before school. We are using a child as the main character to appeal to the
mothers sense of parenthood and our target would most likely have a child, who
fits that age demographic.
The overall message of the advertisement is that life and
Pop-tarts are full of surprises. As a parent, you never know what your kids are
going to get into next. As a kid, you never know what special edition Pop-tart
or new flavor will come out next. This advertisement is able to portray a sense
of surprise in a very visual and unique way, so that parents and kids
understand this idea that Pop-tarts (life) are full of surprises.
We chose the tagline: “Full of Surprises” because Pop-tart’s
offer something unique, which is the fact that you are unable to see what’s
inside of them until you have taken a bite. Pop-tarts currently has 33 flavors
including limited edition ones, but they are constantly coming out with new
flavors. So, noone will ever know what will come out next. We, also wanted the
font to be fun and remind you of a Pop-tart, so we found one that is fun and
The advertisement shows a kid ushering Pop-tarts into his ark
to save them because he heard it was going to rain. We choose our headline
because it is comical and is a parody of Noah ushering the animals into his
Ark. This parody is something that is easy for most people to associate with
because most everyone has heard the story. Even if they don’t know the story,
they will still be able to tell that Jimmy is trying to protect his Pop-tarts
from “unnatural surprises”. This parody, also works well because in the story
of Noah’s Ark he brought animals two by two onto the boat and Pop-tarts come in
packs of two. So, this is a visual image that has a double meaning when the
target is looking at the advertisement.
We chose to have the kid holding airplane marshalling wands
because it gives the ad a more modern, fun feel to such an old story.
This advertisement shows our audience that Pop-tarts are fun,
convenient, and diverse. Moms will want to buy these for their kids because the
kids have fun eating them, there’s no mess, and they are easy to share. The
kids can also keep trying new flavors to find their favorite.
We provided a call to action at the bottom right hand corner to
give people a place to learn more about the brand.