SweeTARTS Kritique
I’ve been seeing a lot of paid advertisements and sponsored content pop up randomly on my Facebook feed (yes, I still use Facebook) for SweeTARTS candy. While the page has definite positives, there are also some glaring negatives.
The Positives
I like how the content and graphics are kid-friendly and child and family-oriented, since the common perception is that younger children are more likely to eat candy than others. Also, many of the graphics and slideshow videos they posted contain simple, easy-to-remember messages and slogans, such as main marketing strategies “#FollowYourTART” and “Follow Your Passion.” Throw in the occasional celebrity, and the advertising efforts are pretty solid overall.
The Negatives
I just feel that SweeTARTS has pushed their digital brand a little too far toward the younger demographic. Young adults like candy too, and could really enjoy the candy still. There’s a reason the page only has about 120,000 likes, which seems a little low for a company of the caliber. The actors and actresses in the graphics and looped videos make some silly and borderline “cringey” faces, and a lot of the methods just seem a little over exaggerated overall. The company seems to be pushing the introduction of new or improved products just a little too much, and trying too hard, in some aspects.
Link to Page
Overall, I’d give the advertising efforts for SweeTARTS social media a solid 8/10. The graphics and content is definitely more kid-oriented and a little corny, but gets the message across and they sponsor their content well.