5 Star has always been a well advertised brand.Cadbury’s always treated 5 star at par with dairy milk when it came to advertising.Many brands came and went but could not topple 5 Star from its position.The closest any brand came was Nestle BarOne which was liked by many.Now a days Mars is also being preferred.

Lets talk about 5 star’s latest campaign which has been in existence.

The ‘Lost in Taste’ campaign which features two or three guys who have temporary loss of memory due to the awesome taste of 5 star.The campaign is quite successful and they have come up with 3 ads in the series till now and  the latest is just awesome.

Suresh-Ramesh Ad

The first ad in the series was also a great one.Everyone really enjoyed it.

Even the following ad was quite popular.

The ads are popular because they are unique and creative.The whole idea is integrated well with the product.The concept that the taste of the chocolate is so good that you will lose yourself for some time goes well with a product like 5 Star and appeals to the youth as well as kids.

A product like 5 Star doesn’t need super ads to keep it going.5 Star is one of the most preferred in its category (caramel based chocolates) but still it has to compete with all the other chocolates(mostly from its own house Cadbury’s) and also generic confectionery on a bigger scale.So such ad campaigns keep the brand alive and keep it in talking terms with the customer.

What Say ?

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The ads are customer oriented.Whenever a new car(or product) is launched a potential customer has a lot of unanswered questions in his mind.

What is the mileage ? What are the safety measures ? What are the specs ? What are the extra features in this car ?

Rather than just building a story around the car or concenterating on the name of the car or having a brand ambassador,Volkswagen have kept it straight.The ads just talk about features of the car and nothing else.The model used in the ad looks ordinary,simple and can represent the kind of target audience for Polo.The ads are funny and hit the right chord.

Volkswagen seems to have understood the indian market quite well and Polo seems to be their best bet.Volkswagen seems to be justifying its name well in india too.i.e. People’s Car.

Das Auto.

What Say ?

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When speaking Spanish, especially with an Argentine accent, people tend to say “Pecsi” instead of “Pepsi”. They have said it like this for years, and Pepsi has responded by launching a campaign changing the second P to a C, believed to be the first such change for the venerable brand.

According to a recent survey, 25% of the population says it that way. So BBDO Argentina (ad agency) came up with the idea of simply making “Pecsi” the spelling and launched an integrated campaign to support it.

The motive was clear, get closer to consumers, by including those who weren’t pronouncing the name of the brand correctly but also by focusing on saving and standing by consumers’ sides in a time of crisis. In Argentina, drinking a Pepsi costs one peso less than drinking a Coke. The message: If you drink Pepsi, you save. If you drink Pecsi, you save as well.

The bottle

The commercial

The Coca Cola had also done something similar in China.The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means “bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, “ko-kou-ko-le,” which can be loosely translated as “happiness in the mouth.”

Ko-Kou-Ko-Le

Coca Cola has to do it to suit the local flavour and especially the name to make some sense(or no nonsense) but what about Pepsi’s (or Pecsi’s) campaign ?

On one website i read an interesting quote ,”Whats next Pepsi ? A “bebsi” for Arab countries?”

or may be Papsi(with Accent) for India.

One more strong argument against this is that 75% of the crowd has no issue in pronouncing Pepsi as Pepsi( and not Pecsi).So is this campaign just for the 25% ? Or it is an emotional branding for the rest of other 75 % too ?

What ever the reason apart from Consumer Connect Pepsi(or Pecsi’s) campaign seems to generate a lot of interest world over and surely it will help the sales team.

Argentinians also pronounce Pizza as Picsa so whats next Picsa Hut haan !

Comments Please !

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Even we all have noticed all ads of watches and clocks show 10:10.

I had read about that something in childhood so recollected a bit but could not remember properly then we started to browse net.

First we got very interesting ones (infact funny ones) but no one was close to reality or what i had read years ago.just to share with you some interesting ones.

• The clock was invented at 10:10 so in honour the time is kept 10:10.
• It was the time when America dropped bomb on Hiroshima.
• Abraham Lincoln was assassinated at 10:10 so in his honour the time is set that way.
• Even JFK was shot at the same time.

But when we searched properly i got what i wanted.

Its a industry standard or marketing practice set by TIMEX.

The funda is in clock hour and minute hand show perfect same digit only twice 10:10 and 5:5 but 10:10 looks more pleasing and symmetrical to human eyes so thats why 10:10 has been preferred over 5:5.

One more thing is that both hands show the logo or emblem of the manufacturer in the centre.

I found one more interesting thing that prior to this due to above reason 8:20 was used as standard,but it was later discontinued because it showed clock with a frown face and was not considered good for the customers.

So 10:10 was made the standard as it was

1) symmetrical

2) two perfect digits for hour and minute hands

3) ‘Smile’ Look

So this was the story of clocks showing 10:10 in ads.

Comments Please!

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But it didnt end there suddenly we started to notice Virgin Mobile cartoon characters named Pebbo and gang.It didnt do that good but was ok now Videocon comes with new characters Chow and Mouw.

Three companies starting with V have similar characters ZooZoo,Pebbo now Chouw and Mouw.

A new logo,new ad and new characters.Lets see whether how good it turns out for Videocon.

Already new ads are out

1) Change is happiness

2) Change is refreshing

Both ads are trying to tell us that change is there in Videocon,but no where we are able to know whether Videocon is an electronics company or a softdrink company( happiness and refreshing).

I read it on a site

“The new identity and logo is based on the consumer-centric approach of the brand and its positioning to be closer to the consumers heart – both in terms of its values and philosophies, as well as its servicing aspects. The brand make-over is aimed at Youth-minded consumers who have a new global mind-set.The Videocon logo is the heart of the new brand identity. The Fluid lava reflects the brand idea, ‘Experience change’. The color palette has been chosen to reflect the philosophy of Videocon Group i.e. the color green is symbolic to the company’s ecology drive.”

Everything is fine but two points

1) We are tired of these new wave of using animated characters to represent a brand.(Brand Cartoons not ambassadors as i see them)

2) If you want to make it global atleast show what you sell in your ads.(even in SRK dhoni ad no one even bothered to tell whether we sell electronics or gold)

SRK himself has unveiled the new logo and Chouw Mouw.

The logo looks good but looks like logo of a company selling some cool products.Such logo would have looked awesome for a company selling MP3 players,Game consoles or something similar.Videocon has a heritage which doesnt fit with this new logo.I hope i am wrong here.

Lets hope the Goal is achieved as proposed by Videocon.

Comments !!

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