Strategy Analysis: Consumers identity: While both ads support the same product, they evoke selfs in different consumers. Which was intentionaly done, since Knorr Sidekicks products have rather broad consumer spectrum spaning across generations and different demographic characteristics, which makes it harder to develop one campaign that will reach all those consumers. Thus, the first ad is more family-oriented through its deptiction of family dinner and dinner serving. The ad is targeted to evoke self of mothers, wives, and family people who enjoy family gatherings and dinners. The second ad, on the other hand, is oriented towards younger audience through its depiction of breakfast making by a young male. This ad will relate to college students and young people who live at home and can see themselves in the young male cooking eggs and toast for breakfast. Both ads evoke self in people who cook at home and eat at home. Finally, health-oriented consumers will identify with both ads not due to the plot of the ads, but rather due to the clear statement of reduced salt content in the products. Symbolic Images: The plot of the ads is very symbolic itself, so the developers did not aim to confuse the viewer with additional symbolic images. However, the ads do have some of symbolic images. For example, the first ad makes heavy use of symbolic images to create a sense of sadness and depression. The ad uses night, rain, dark alley in order to set up this mood and communicate saltys sadness, unluckiness, and isolation. The ad also uses images of family dinner in order to set up association with family warmth and happiness to in contrast to saltys feelings. The second ad, on the other hand have even more cognitive and has less symbolic imagery. Robber mask and robbery act in the act symbolizes underlying evil of the salt. Values:

The core purpose of development Sidekicks products with less salt is to capture more health-conscious market. Thus, the ads market such terminal values as healthier lifestyle through its less salt statement. Healthier lifestyle, in turn is associated with longer and happier life. In addition, the ads market value of control since consumers of Sidekicks now have a power to choose less salty food and thus have more choices, which suggest greater control over ones life.