Join the Outsiders: Analysis of UNCLE TOBYS Muesli Bars Advertisement

This paper critically analyzes the advertisement "Join the Outsiders" for UNCLE TOBYS Muesli Bars, focusing on advertisement targeting and gender stereotypes.

RUNNING HEAD: JOIN THE OUTSIDERS 0
JOIN THE OUTSIDERS 2019

JOIN THE OUTSIDERS 1
Contents
Introduction.................................................................................................................................................2
Product or Image.........................................................................................................................................2
Advertisement and Promotion.....................................................................................................................2
Advertisement targeting..............................................................................................................................2
Gender stereotype........................................................................................................................................3
Conclusion...................................................................................................................................................3
Recreate the new advertisement................................................................................................................4
Bibliography................................................................................................................................................6

JOIN THE OUTSIDERS 2
Introduction
This aim of the paper is to critically, analyze the advertisement “Join the Outsiders” for
the conduct of the review on the product “UNCLE TOBYS Muesli Bars”. This paper focuses on
the advertisement targeting and the various gender stereotypes reinforced in the advertisement
between the male and female (Uncle Tobys, 2019). It also explains various effects of the ad on
the people other than encouraging them to purchase the product.
Product or Image
The product focused in the advertisement of “join the outsiders” are Muesli bars which
have the largest ranges of 4-star chewy and yogurt bars of Australia. Each bar of UNCLE
TOBYS muesli bars are packed with 100% natural Australian oats, seeds, nuts, extra virgin olive
oil, free-range eggs, and healthy-giving energy, which helps to adore the Aussie outdoors. Not
only the yogurt and chewy recipes tastes great, but also they are more nutritious for the consumer
and their (Uncle Tobys, Join The Outsiders Campaign - UNCLE TOBYS, 2019)family. The
image shows that these bars are very tasty and delicious and can be consumed by the children
and the adults. All the bars of UNCLE TOBYS muesli bars have no artificial flavors or colors
that makes them more delightful snack that can be enjoyed by the Aussie families.
Advertisement and Promotion
This advertisement is about “Becoming an Outsider”. Outsider is the person who wears
badges or grazes of honors. Someone, who loves to feel their toes in sand other than keeping
their fingers on keyboard and should use sunscreen instead of any other screen. This ad
highlights that there is an outsider inside each of us. We just have to let it out. The tagline of this
advertisement is “Join the outsiders and try an activity with your family!” which means that
children should spent their time with their parents having Muesli bars and enjoying their life
eating it. (Mukheriji, Shareef, Dwivedi, Rana, & Islam, 2019)

JOIN THE OUTSIDERS 3
Advertisement targeting
The segmentation of the product involves specific Australian groups, who were identified
as a result to sell the products. UNCLE TOBYS muesli bars pays more devotion on the target
market for the children between the ages of 8-11 years, but UNCLE TOBYS muesli bars are
hard to make a product, which can differentiate the increasing target market for growing profit.
They wish that everybody at any place could consume the bars at any time. The major targets are
children because they want them to have healthier and delicious breakfast or lunch so that they
could have some adventure while eating these bars and they also point the parents as they are the
one who develop the habit in the children to eat those bars. (Prasad & Saigal,, 2019)
Gender stereotype
Gender stereotypes make assumptions, judgments and generalizations about a child’s
behavior, personality, appearance, interests and skills. In the following advertisement of “join the
outsiders”, the focus was a boy who was using tab before the introduction of the bar and the bar
thrown by a child was also a boy. The main attention seemed in the ad was boys instead of girls.
(Dickie, 2017)
The gender stereotype reinforced in the advertisement of the “join the outsider” is that they could
have shown girls using tabs and boys swinging on the tree, or the bar thrown by the child in the
advertisement could have been a girl rather than a boy. The advertisement should have involved
girls and boys in an equivalent manner instead of pointing boys more.
Other than encouraging people to purchase the product this advertisements shows that children
should go outside and must play outdoor games. They should experience and explore nature
more than being at home and playing games in the mobile phones or tab. This will help them to
interact with new people and make new friends with whom they can enjoy the nature and have
fun. People should know that the bars are available for everyone and can be consumed by the
older adults. Parents should set their children free in the outside environment where they will
learn to be more creative and will stay healthy (Martin, 2018).

JOIN THE OUTSIDERS 4
Conclusion
From the above discussion, we concluded that UNCLE TOBYS muesli bares are the most
selling product in Australia. They targeted more on the high quality products not the competitors
and paid more attention to make product available in hand at any place. Various gender
stereotypes were also faced in the above discussion.

JOIN THE OUTSIDERS 5
Recreate the new advertisement
Given is the recreated new advertisement of the previous one in the print form.

JOIN THE OUTSIDERS 6
Overview of new advertisement:
We are re-creating the
advertisement and presenting it
in a balanced perspective in order
to reduce the gender stereotypes
followed in the previous
advertisement. We found the new
ways of advertising UNCLE TOBYS
muesli bars, so that people will
get encouraged to purchase them
and will promote it to others.
NUTRITIOUS BAR IS WHAT
YOU DESERVE
Before going
outside grab
some nutritious
bars this is
what you
Mom we
are going
outside
to play
Advertisement and promotion:
This advertisement represents that
our brand is offering UNCLE TOBYS
muesli bars and the tagline of our
brand is ”Nutritious bar is what you
deserve”. This tagline represents
that the bars are delicious and
nutritious for the children. This will
help them to target those children
who have cravings for the delicious
food and want nutrition as well.
(Mukheriji, Shareef, Dwivedi, Rana,
Advertisement target:
Along with the children, this
advertisement targets the
adults including parents, The
main focus of this
advertisement are parents, as
they are the one who
encourages their children to
buy these products and grab
some energy. This
advertisement shows that
anyone can eat these bars at
any time and can experience
the satisfaction provided by
these bars. (Prasad & Saigal,,
Gender stereotypes:
Gender Stereotype is a speculative view about quality
or characteristics that are ought to be possessed by the
men or women, and should be performed by them. We
are not emphasizing the behavior of male dominance;
this advertisement gave importance to females as well.
There is a balance between the males and the females
in this advertisement where the bar is given to both the
children equally (one boy and one girl) form their
mother.
Impact of new
advertisement on
customer influence:
Other than motivating
people to purchase
these bars, this
advertisement reflects
that mothers should
send their children
whether girl or boy
outside of the home to
play games. This
represents that
children should make
new friends and learns
sharing which helps
them to make other
children aware about
these tasty and
scrumptious bars.
(Martin, 2018)
References
Martin, J. (2018). Australia’s Progress in Improving Diets and Preventing
Obesity: Clear Opportunities for Action. Current obesity reports,
7(3), pp. 220-226.
Mukheriji, B., Shareef, M., Dwivedi, Y., Rana, N., & Islam, R. (2019). Social
media marketing: Comparative effect of advertisement sources.
Journal of Retailing and Consumer Services, 46, 58-69.
Prasad, P., & Saigal,, P. (2019). Social Media Marketing: Tools and
Techniques. In Application of Gaming in New Media Marketing,
pp. pp. 202-214.

JOIN THE OUTSIDERS 7
Bibliography
Dickie, L. (2017, March 06). Join the Outsiders – Rabbit. Retrieved June 05, 2019, from Join the
Outsiders. Uncle Tobys.: www.rabbitcontent.com.au/videos/join-the-outsiders/
Martin, J. (2018). Australia’s Progress in Improving Diets and Preventing Obesity: Clear Opportunities for
Action. Current obesity reports, 7(3), pp. 220-226.
Mukheriji, B., Shareef, M., Dwivedi, Y., Rana, N., & Islam, R. (2019). Social media marketing: Comparative
effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Prasad, P., & Saigal,, P. (2019). Social Media Marketing: Tools and Techniques. In Application of Gaming
in New Media Marketing, pp. pp. 202-214.
Uncle Tobys. (2019). Join The Outsiders Campaign - UNCLE TOBYS. Retrieved June 05, 2019, from Join
The Outsiders: https://www.uncletobys.com.au/jointheoutsiders
Uncle Tobys. (2019). UNCLE TOBYS. Retrieved june 05, 2019, from Muesli Bars:
https://www.uncletobys.com.au/products/snacks/muesli-bars