BASELINE: Five oranges per glass
AGENCY: Lowe
4Ps TAKE: Want more, slurp more… that’s what this me
-too ad says. Remember Aamir Khan goburp burp in the Coca-Cola ad? Well, Dabur has decided it will go slurp, slurp now. Though the ad has a colourful and eye-catching background (of a historical monument) and is executed well, it lacks meaning. What was the message? That if you slurp in public you will get more Dabur juice to drink? Beg your pardon, but that’s the stuff that only ads are made of, in real life all you will get are a thousand raised eyebrows and a few hundred looks of contempt. What’s more, the ad completely gives the product attributes a miss. It tries to be funny but falls flat on its face and fails on almost all parameters. No positioning, no clinching benefit to the brand and no signs of a brand personality. At a time when health is on almost everyone’s mind, the ad comes up with an inane me-too idea, which ends up saying nothing at all. Guys, the product is healthy & fizz-less. How about working on them next time.
For Complete IIPM Article, Click on IIPM Article
AGENCY: Lowe
4Ps TAKE: Want more, slurp more… that’s what this me
-too ad says. Remember Aamir Khan goburp burp in the Coca-Cola ad? Well, Dabur has decided it will go slurp, slurp now. Though the ad has a colourful and eye-catching background (of a historical monument) and is executed well, it lacks meaning. What was the message? That if you slurp in public you will get more Dabur juice to drink? Beg your pardon, but that’s the stuff that only ads are made of, in real life all you will get are a thousand raised eyebrows and a few hundred looks of contempt. What’s more, the ad completely gives the product attributes a miss. It tries to be funny but falls flat on its face and fails on almost all parameters. No positioning, no clinching benefit to the brand and no signs of a brand personality. At a time when health is on almost everyone’s mind, the ad comes up with an inane me-too idea, which ends up saying nothing at all. Guys, the product is healthy & fizz-less. How about working on them next time.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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