Go-GURT: Tim & Charlie

The fascinating and touchy market of children’s consumables receives yet another product that promises “easier” access. Here we take a good look at Go-Guts “Yoga” advert. The “Kids Never Had It So Easy” campaign was created by San Francisco agency Erich & Kallman and directed by Harold Einstein.

We’ll review its effectiveness as a TV ad in today’s modern marketing environment. Check out the scores we give this commercial out of 10 for a set of vital advertising areas. Have a look through and compare your own thoughts to ours.

Memorability – 7 / 10

The core target market for this brand is mothers with young children. Mothers love cute and the modern parent is increasingly concerned with convenience, which is why we find these particular themes expressly covered throughout this concept. The main characters certainly relate directly to a common game that all parents will recognize, their children dressing up as adults. It’s a visual that is highly relatable, adorable and one that allows the essential message to be projected with clarity.

Effectiveness – 8 / 10

When you’re a parent, you care more about your child’s happiness than anything else. This is the main reason the benefits of the product are related to sports, activity, easier living, and the necessity of progress. The message here is, “to be a good modern parent, you have to provide your children with easy food to eat”. Most would imagine this message being a very powerful communication that drives action, especially for middle-class parents that want to “keep up” with contemporary standards.

Style – 8 / 10

The ad is very colorful and bright to attract the attention of children as well as parents who are conditioned to respond to such vibrant themes. The choreography of the advert is somewhat wooden, but that is what most would expect from such a child focused concept. The script is full and dense than typical examples of child product ads, but that is a reflection of the younger generation’s ability to consume greater amounts content. The product is shown in great light and the core selling point is depicted with good clarity.

Heart or Humor – 8 / 10

The humor pours directly from the lead characters. The concept is a play on the idea that older generations begrudge the ease of living that children experience today. It’s a great way to deliver the core message – “It’s very important to make life easy for your children, especially when it comes to food”.

Execution – 8 / 10

The product is very well presented in this clip. The main “problem” of kids having trouble with this type of packaging is clearly highlighted and the solution is promoted without flaw. The only thing that is missing is the depiction of a child benefitting from the product directly. One of the most powerful images a parent a can witness is the sight of a child happy. This clip could perhaps emphasize the joy a user would gain from the convenience of the dynamic packaging. Will this clip have parents adding this product to their shopping lists? We imagine it will. The product is so practical that only a mild reminder of the tediousness of soft tube wrapping is really needed to promote it. The clever comedic value in this commercial adds reassurance that the brand understands and carters carefully to its target audience.