Campaign Review: Yorkie "Man Fuel for Man Stuff"

Nestlé’s Yorkie brand has been heavy criticised for its previous controversial ‘sexist’ campaigns towards what’s referred as ‘the enemy’ (warc.com). In keeping with its positioning towards ‘manly’ men and machismo, I believe the objective given to JWT was to produce a less aggressive advert focusing more on social habits of Yorkie’s primary target audience, rather than the former ‘belittling of women’ tag that the product used to be sold alongside. The concept: to highlight men’s feelings of super heroism towards completion of mundane day-to-day activities.

Regarding the campaign’s success, repositioning the brand has been successful; however I don’t feel this was achieved in the most effective way. Yorkie’s existence stems from its differentiation strategy away from the luxury and indulgence traits that are associated with the confectionary market. This has been achieved in this advert. However, similarities between this and Money Supermarket’s campaign, orientated around euphoric savings, can be drawn, from the visuals to the underlining message. Therefore, I don’t feel this advert is memorable enough. Males will or will at least try to relate to the message because of self-inclusion, but I don’t know if it will resonate enough with the target audience like the previous campaign.

What do you think of this advert? Do you agree or disagree with my thoughts. Let me know and feel free to contact me on Twitter @nickwilliamgale