BRAND : Lotte Chill Pills
BASELINE : Chabate ja, chakkar chalate ja
4Ps TAKE : Hey,
this ad not only positions its product in a cheap manner, but its tagline speaks volumes about the brand: chabate ja, chakkar chalate ja. And what do we infer? Obviously, the single-minded focus of the ad is to grab the viewer’s attention by hook or by crook – but are chewing gum ads supposed to use such lingo to impress consumers? Don’t think so. But it seems that hopping trains and hooking girls is the fresh mantra for success, according to Lotte Chill Pills. And is there a strategy at all? For one, the communication is a complete waste that doesn’t take the brand forward, with a visual that’s loaded only with good faces. The positioning is based on popping in a chewing gum to make flirting easier. What is the clinching benefit to the brand? The reward to the prospect? So let’s say this to the creators of the ad: take a chill pill and produce a smart ad via innovative ideas rather than using the age-old girl-guy flirting business!For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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