The candy industry is a large and crowded one. There are hundreds of different companies with thousands of different flavours and types of candy. There are so many options for consumers to purchase. For this reason, marketing in the candy industry is essential. The product that you are marketing must be visible and attractive to the public. With their new ad campaign, Maynards portrays the Points of Parity and Points of Difference of their product. Points of Parity are qualities common amongst candies while Points of Difference are qualities that differentiate the product from the rest. In order for a product to be successful, it must have both Points of Parity and Difference. In their new ad, Maynards distinguishes both. First, it displays Wine Gums as delicious candy, being chewy and flavourful. This is the Point of Parity. The more important aspect is the Point of Difference. Maynards is marketing Wine gums as a high class candy for a low cost. They relate wine gums to wine tasting, and show consumers that Wine Gums are fancy and delicious. The advertisement also happens to be humourous which will make consumers remember the product, attracting them to the brand. Through Maynards use of Points of Difference, they have successfully marketed their Wine Gums.
See the ad below:
https://www.youtube.com/watch?v=gQIr0IH8arg&feature=player_embedded