I commented on the Popchips ads yesterday, but they’re worth a little blog post.
I like them.
I really, really like them.
Why?
Because the humour is in the honesty of these ads, or the way in which their target audience relates to them (and snacking in general).
Here are a couple of the posters (I think they’re running as press ads, too):
They tap into that mindset of the person who tries to look after themselves, but isn’t a slave to the gym, and ‘lapses’ with the occasional takeaway, or thinks ‘sod it – I’ll have a couple of glasses of wine tonight’.
Popchips are still crisps, but they’re not quite as bad for you as normal crisps. If you really wanted to be good, you’d have a piece of fruit… but Popchips will do. Maybe you’re going to get a ‘meal deal’ at Tesco/Sainsbury’s, so you get a sandwich, a drink, and you get Popchips instead of McCoy’s, just to feel a bit better about yourself.
I love the endline, too. I can imagine someone saying it; ‘Well, I’ve been a bit good… so I can have this bit of cake’. It’s conversational, simple, and it talks how people talk.
If you have a product or service, you could do a lot worse than taking the Popchips route: have a look at what you offer and try to be honest about how your target audience view it – the kind of things they’d say about you, your company, or your products if they were chatting in the pub. It might just be that there’s a good marketing campaign somewhere in there.
Well played, Popchips. Well played.