Assignment 4: Positioning

It seems that the market for healthy food expand everyday. Customers becoming more and more aware of want they eating and they don’t want to eat junk food anymore, especially women that is more careful what they eat then men. So the target is without doubt women, but I think that men might also consume the product. Flat Earth is trying to change that chips are unhealthy with their veggie flavored chips.

If you go the webpage you see green grass, blue heaven and it creates a great atmosphere like you where out in the nature. This raise the credibility for the brand, because when you think about healthy food, you think that it’s produced in a green, healthy environment. So I think Flat Earths positioning is clear.

In the Flat earth commercial you see a woman following a pig that runs around in her house. The woman ends up in her kitchen where she finds a bag of Flat Earth chips. In the end the male voice ask a question, which he answers by saying: sure, when pigs fly. And after that the pig fly’s away. The semiotic message for this commercial is that nothing is impossible anymore. You can still be successful, slim and eat chips that are healthy. The slogan “Impossibly good” might also draw attention, because how does an impossibly good crisp taste like? Flat earth is trying to add benefit to the ad by creating an experimental need for the consumer, with the impossibly good tasting and healthy chips.
I really didn’t like the commercial. When I think about pigs, I think about pork and unhealthy food. They should probablty change the pig but keep the name.

If the company was to positioning to a younger audience such as college going women, they should defiantly keep the nothing is impossible theme. They should also position the message: Flat Earth gives you that healthy boost you need during your studies. I think that it would attract the target.