Grandma’s Cookies?
Chocolate chip cookies are a classic treat for any age group. Many of us who do enjoy these cookies favor the “homemade” taste over that of dry, packaged cookies. In this ad from Pepperidge Farm the company shows their wholesome cookies accompanied by the classic combination of milk. Here, the company is attempting to show the audience how their cookies have stayed the same since they were first made in 1937. This gives the viewer a sense that their cookies are perhaps better than other companies, especially with the footnote at the bottom of the ad that explains why their cookies stand out. The USP visible in the ad is that Pepperidge Farms cookies are better made than other cookies on the market, even if not specifically stated.
The ad is potentially targeted to reach an older audience because of the year stated on the print. When someone sees this ad, they might think back to their childhood or to an older time when they might remember homemade cookies. They might also think of 1937 as an older time when most cookies were homemade, not put in a package. And since this company is trying to sell packaged cookies, they want the consumer to believe that their product is similar to that of fresh cookies. The ad is effective in the sense that it satisfies the consumers physiological needs. The cookies displayed also look perfect, fresh, and blissfully paired with a glass of milk. Although the cookies received by the consumer may be anything but that. This shows the audience that their product is better than other on the market and are comparable to homemade cookies, so for those reasons they should purchase their product.
This ad continues to be successful because of the footnote that is on the bottom. This describes what kind of ingredients are used in the process such as real chocolate and cage-free eggs. This almost gives the audience of sense of assurance that these cookies are made with good ingredients which could make them more willing to make the purchase. The camera angle is pointed straight forward, which makes the viewers eyes go directly to the cookies, before looking over at what brand they are from. Then one might see the text about the year 1937 which might make them curious to then read the footnote that describes why their cookies are the same as they were years back. The ad being fairly plain makes it successful and simple, the company is able to get their point across while using several tactics to draw the consumer in.
Overall, this advertisement leaves the impact that the company, Pepperidge Farms, has made their cookies the same way for over 80 years. Their cookies are made with good ingredients, which settles the consumer while making them feel that they are getting quality, homemade-esque cookies.
