The Idea of this advertisement campaign is to target and older demographic, adults to be specific. The idea is meant to target adults in a different way that no other cookie company has done before. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.” This advertising campaign is to associate Chips Ahoy! Cookies with older people, and make Chips Ahoy! a brand that is more than just a children’s lunch time and afternoon snack. “What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest.” Making Chips Ahoy! an adults brand of cookie, as well as a children’s cookie is what makes it different. Using adult humor, or adding something to an advertisement that only adults would comprehend is something that a wide range of customers could relate to. Rather than using little elf’s in trees or animal shaped cookies as a child would relate to, Chips Ahoy! will be the first to take their advertising to a more “mature” level. "The passages from Freud, Maslow, Rapaille, and Miller discuss human nature. The totality of enviornmental factors affecting our nature is called nurture; so, from this perspective, the context in which we live makes us who we are. How we are nurtured plays a significant role in how we make choices and in our behavior." By targeting adults, I thought that designing a campaign relating to adult behavior. One of the best things about being an adult is being able to indulge in the pleasures you couldn't when you were young. Anything from having a cigarette, to eating a cookie. It is a part of adult behavior to partake in whatever pleasures you.
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