UNIVERSITY OF CAPE COAST
COLLEGE OF HUMANITIES AND LEGAL STUDIES
FACULTY OF ARTS
DEPARTMENT OF COMMUNICATION STUDIES
AN ADVERTISING RESEARCH OF KALYPPO, AN AQUAFRESH COMPANY PRODUCT
BY
QUASHIGAH BLESS TARI
2022
AQUAFRESH
Aquafresh is a company that produces fruit juices that have no added preservatives and they are
fortified with nutrients and essential vitamins to increase your well-being. They also produce water.
They have 7 great tasting, nutritious flavours: Pineapple, Orange, Multi-fruit, Fruitimix, Apple,
Tangerine, and Oranpine. Each juice box comes in a 250ML pack. Since it was introduced into the
market in 1998, The company has grown rapidly. Aquafresh juices are sold and distributed across
Ghana and in Togo, Cote D’Ivore, Nigeria and Burkina Faso. Kalyppo is a brand name of a fruit juice
that contains no preservatives. It is pasteurized and packed in aseptic, disposable/environment friendly
packing, under strict controlled conditions as certified by Hazard Analysis Critical Control Point
(HACCP).
MISSION AND VISION
As producers of edible products, the company seeks to enhance local industries, especially the agro-
based by encouraging them on their produce. The company also seeks to provide the necessary water
elements and vitamins needed by the body for fortifying them with the drinks. The company again
aims at empowering communities for sustainable livelihood and to improve the quality of their lives.
PRODUCT
Kalyppo is the brand name for a fruit juice being produced by Aquafresh Ghana Limited. The product
entered the Ghanaian market in 1998 and is being produced by Aquafresh Ghana Limited. Since it was
introduced into the market in 1998, Kalyppo has grown rapidly and are being sold and distributed
across Ghana and in Togo, Cote D’Ivore, Nigeria and Burkina Faso.
METHOD APPLIED
Qualitative Research Method
RESEARCH OBJECTIVES
1. To investigate the effectiveness of the advert on its target audience that is children
2. To investigate if the advert promotes the brand.
3. To determine how the humour promotes the advert.
RESEARCH QUESTIONS.
1. Does the ad really influence children and makes them want to have the product?
2. How does the advert promote awareness of the product?
3. How does the humour in the advert promote the advert?
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ELEMENTS AND CODING SHEET
SERIAL ELEMENTS CODING SCORE
NO. (VARIABLES) Positive Negative (RESULTS)
1. Message Speed 4 1 4/5
2. Length 5 0 5/5
3. Language Appropriateness 3 2 3/5
4. Text Usage NA NA NA
5. Audio Clarity 4 1 4/5
6. Video 5 0 5/5
7. Narrations 5 0 5/5
8. Colours 5 0 5/5
9. Attention Grabbing Capability 3 2 3/5
10. Visual Communication Clues 5 0 5/5
11. Concept Clarity 4 1 4/5
12. Message 4 1 4/5
13. Relation Between Target Audience 4 1 4/5
and Message Suitability
14. General Comprehension Level 4 1 4/5
15. Slogan Usage 1 4 1/5
16. Humour 3 2 3/5
ANALYSES OF SCORE
MESSAGE SPEED
The speed of the message was okay since the intended message was carried out. There were no cuts in
the messages and pauses were distributed evenly. Thus, it had a 4/5 score.
LENGTH
It was a short commercial yet the intended message reached the audience and with such length, viewers
tend to capture everything and be able to recollect. 44 seconds was the total video length so 5/5 score.
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LANGUAGE APPROPRIATENESS
It can be noticed that the advert employed simple language to relay its message but the intonation of
some characters is debatable as it could cause a stir among listeners. The man, in asking the children
question, spoke undertone. Although it’s for humor effect, it may not be audible enough for listeners
depending on the environment they find themselves. Moreover, the lady’s accent differed from all
other characters and that could worry a viewer hence 3/5.
AUDIO CLARITY
The tone of the characters was complemented with background tunes although with some hint of
humor. During aspects where audience had to hear clearly, the tune was paused to enhance the clear
hearing of the character thus a 4/5 score.
VIDEO
The sharpness and quality of the video makes it interesting watching the video. The camera angels
such as close shots, long shots, and medium shots were used to give a clearer picture of the video to
audiences. Video had a 5/5 score.
NARRATIONS
The whole idea of the advert was spot on, they made us understand that anytime the children drank the
Kalyppo that they were able to answer the question and then even when the mother came in suggesting
to her husband to help the kids with their assignment they made a gesture which said it all this is why
narrations had a 5/5 score.
COLOURS
The aesthetic value of the advert was enhanced with colors relating to the product. The advert made
use of colorful wears that match the multiple colors of Kalyppo for that it scored 5/5.
ATTENTION GRABBING CAPABILITY
The man asked the children difficult questions which will thrills audience on why the father asked the
children such questions. This is what captivates the audience to keep glued to the advert. In as much
as it captivates others, some may find it boring as there is no necessary correspondence between the
drink and the questions being asked, so it scored 3/5.
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VISUAL COMMUNICATION CLUES
The Kalyppo on the table gave a fair idea of what the advertisement is about. The kids drinking
Kalyppo with much joy depict how nice Kalyppo is and how good it is for kids. The last image of the
advertisement showed a clearer image of the variety of Kalyppo with the fruits in making them. This
gave it a 5/5 score.
CONCEPT CLARITY
It was clear that it was the Kalyppo that gave the children the ability to answer those questions that
they were not supposed to know in the first place. But the reason why the man was asking them such
questions in the first place was questionable thus it had a 4/5 score.
MESSAGE
As the score suggest (4/5) the message was carried out nicely to enable the audience grab the whole
idea of the advert.
RELATION BETWEEN TARGET AUDIENCE AND MESSAGE SUITABILITY
The advert directly points to the target audience by including them in the add to play that specific role.
It also portrays the benefit of the product that is giving the body essential vitamins for smartness being
children and elevates the need to take in Kalyppo. But the age range given for the target audience, that
is starting age four is debatable. Would the age four kid also understand this advert? Elements for those
group should have also been included.
GENERAL COMPREHENSION LEVEL
The advertisement captures most elements that are needed to make the advertisement meaningful to
the audience effective but not to the peak of its effectiveness as its intended audience will need
repetitive watching to grasp the concept.
SLOGAN USAGE
The Slogan was used at the end of the advert in an audible tone but was not written. The slogan should
have been displayed to catch the attention of viewers thus it got a 1/5 score.
HUMOUR
As their target audience is children, the humour in the advert was just fine. From any distance, they
can recollect the product because of the humour content that keeps ringing in their minds. But also,
the humour portrayed children outsmarting their parents and this is a bad effect hence 3/5.
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CONCLUSION
The advertisement, to us, could have been better than it is. It was noticed that the advertisement did
not give audience credit of thought in the sense that, Kalyppo makes one brilliant. Is that really the
case? Even the layman knows Kalyppo won’t make one brilliant in the long or short run.
RECOMMENDATION
In recent times, it is not only children who take in Kalyppo, youths as well as adults also take it so the
advert can encompass adults taking the drink too.
The advertiser can also include subtitles in order to relay its intended messages because the listening
abilities of children are fragile but recognition works with them so the use of bold and subtitles is
encouraged text that is the inclusion of subtitle. That way those who are deaf and dumb would be able
to read and understand what is going on. Even not necessarily deaf and dump but also just to enables
those who couldn’t hear something well to be able to read it and get it.
The imaging can also be improved with animations as it tends to grab children’s attention.
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REFERENCE
Retrieved from [Link]
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