Müller “Wünderful Stuff” 

THE PRODUCT

A brand of yogurt.

THE MARKET SEGMENT

This product is aimed at parents and children a-like.

THE RATIONAL AND IRRATIONAL DECISIONS

Rational:

• It is a food product which is is commonly given to children or eaten as part of a balanced diet.
• It has nutritional value and contains calcium.

Irrational:

• It comes in a variety of styles and flavours.
• It reminds people of childhood as many parents buy them for their children.

THE ADVERT

The advert uses childhood characters such as KITT from Knight Rider, The Mr Men, Muttley from Wacky Races to tug on the memories of every parent who catch this advert on television which was methodically aired during X Factor – A television show known to be popular with middle aged mothers. The same women who are most likely to be doing a weekly shop for their children and preparing packed lunches. This ad also plays on the idea of tackling grown up life with cartoons and childhood memories. The streets, parking ticket guy and the sky are all very dull and grey in comparison to the bright and vibrant style of the cartoon characters.