On a white background huge block letters in the colors red, white and blue one word right under another is printed " Red, White & New." Underneath the word new is a picture of the candy bar in an opened package with a bite taken out of it, showing the peanuts, caramel and nougat center. The packaging on the candy shows the Nestle and Baby Ruth brands and beneath the photo reads "America's Baby. New tastier, softer center.".
What do these contrasting advertisements target? What is appealing about them? Starburst is targeting a younger generation, with its eye-catching colors and spontaneity. Baby Ruth seems to be targeting a group described by SRI research VALS system as outer-directed consumers or belongers. This group is a keep up with the Jones" type and they believe in traditional family values. They buy products associated with the American flag and moms apple pie. .
Baby Ruth could be classified as a patriotic candy bar. It is commonly assumed that the name comes from the famous baseball player Babe Ruth. The chocolate bar's name really came from little Ruth Cleveland the daughter of former President Grover Cleveland. She was the "darling" of the nation as a young child. The American sentiment is drawn to the patriotic colors of the flag, those colors are in huge lettering on this ad and within the play on the words red, white and blue. The advertisement was also published in Sports Illustrated during a time of war in America when patriotism is at a high. Baby Ruth might not be targeting just the VALS belonger group but a broader group due to the changing times. .
The image Baby Ruth is trying to sell is the All-American one. You don't need flags, just wave our candy bar they are saying. The advertisement is telling the public that in this time of war and terror that you can show patriotism and love of your country by buying candy bars. Baby Ruth is as American as apple pie and they want America to know it and show it.
