Above is an ad for Pop Secret popcorn. I believe the point they are trying to make is that their popcorn tastes so much better than Orville Redenbacher’s popcorn that people prefer it and eat more of it.
The problem is that the graphic in the ad screams a far different message. It clearly shows that you get more popcorn with Orville Redenbacher.
And the copy backs that up. One reasonable interpretation is that you get less popcorn with Pop Secret because it tastes so awesome that people will pay more for it even though they receive less.
The fact is that I have already spent more time analyzing the ad and its message than any consumer ever will. And since the headline is a little fuzzy, it falls on the graphic to carry the communication burden. Which it does, though unfortunately it is the wrong communication.
And as an added misstep, it was an interesting choice to make the background and the Pop Secret bowl blue, so that the red Orville Redenbacher side can stand out even more.
When you create your ads, make sure your words and graphics enhance each other, not confuse your message. Sure, that’s pretty basic, but no one seems to have told Pop Secret.
Got the idea?