“So grappo, what’s your story?” “Well, you guys evolved from apes. I evolved from grapes!!” Appy Fizz and Grappo Fizz – Two cool dinks to hang out with.
The Brand Extension of Parle Agro’s Appy Fizz to launch Grappo Fizz has created a new segment in the aerated fruit beverages market with the introduction of a fizzy grape drink labeled Grappo Fizz. At the moment, no such product segment exists in the market, giving Parle a formidable first mover advantage in the segment.
The product launch advertisment campaign is defintiely eye catching as it manages to pick up from exactly where Appy Fizz left off with its ‘A cool drink ti have out with’ campaign. The Grappo Fizz ads take coolness to a new level with a strategic continuation of the Appy Fizz TVCs. Grappo Fizz, positioned as Appy’s cooler cousin from the fridge, takes a dig at his evolution. The lame humour creates a direct association with its TG, the urban youth, that is more than familiar with and accustomed to getting entertained by such PJs.
The ad has managed to target and appeal directly to its TG with charismatic creativity, consistency, humour, and wit. Creativeland Asia has continued the campaign through a second TVC that re-emphasizes Grappo’s coolness and gives you more reasons why you would want to hang out with him.
The creation of Appy Fizz and Grappo Fizz is a classic example of personification of brand personas depicted via ad mediums. Although this is a theoretical concept, the ‘Cool Drink to hang out with’ campaign has set the standards in brand personification in the TVC space. Correctly possitioned, Fizz has created an instantaneous and effective connect with its audience. Grappo, the UK call center returned, rapper cousin of Appy, emerges from a fridge, reming us again, how cool he is.
OMD doesn’t stop at creating awareness at the TVC level. They are shortly scheuduled to indulge in BTL activation through mass sampling activites at colleges and other ‘cool places to hang out at’. Along with the traditional activity, OMD goes a step ahead in investing in a microsite for the brands to further the interaction it has with its TG. With the summer sweating down our necks, Agro can be bound to see a new dovoted cult of consumers who swear by the Fizz brand for more than just one reason.
With an interesting campaig, it will be fun to see how Grappo accalmaitizes to the Mumbai heat after his return from the UK call centers and whether of not Mumbai is in the mood for his UK rap!!
What a joy to watch! Kudos to Samsung for backing the idea and putting big bucks behind it without having its logo splashed everywhere. Brand Use + Relevant Compelling Content is the key. A case study worth sharing with clients who want their logo everywhere no matter what.
Closer home, Pepsi has done something similar too.
In Canada, Visa also used such a tactic where they asked 3 artists to interpret the word GO and streamed it live at http://www.theartofgo.ca/. This reaffirms my faith that content is king!
I draw in a glorious breath and it
fills me with satisfaction
A flick of the thumb, some smoke in the air,
Oh, the intoxication!
Out here, it’s just me and my friend.
hanging out after dark.
A quick drive round the block or a bottle of beer
or just a small walk in the park,
She’s always with me, through thick and thin,
and ever ready to help.
A flick of my thumb, some smoke in the air,
She IS the intoxication.
My parents and friends were against us,
They tried their level best.
But we stuck together through all that,
faced everyone side by side.
The days we shared together,
and then some nights too.
She’s been there for every step I took
and for every damn thing life threw,
she was there for my graduation day,
and for my first rock concert too.
She never leaves my side, come what may,
my every burden she’ll share.
My boss fired me, All my friends left me,
But she’s always been there.
Day in, day out, I consult her,
for every thought, for everything,
for every single notion.
A flick of my thumb, some smoke in the air,
what an intoxication!
A day then came when I fell sick and thought I’d had an attack.
The doc said it may be mild, nothing to worry.
But when the X-ray pictures of my lungs came,
they told a different story.
Where my lungs should be, I could see just black
and the whites were almost gone,
I could barely believe my eyes, was that really me?
Was that what happened to my body? How could I not see?
The doc asked me about my friend, about who she was,
and the kind of relationship I often shared with her.
How often we met, what we did,
he got curiouser and curiouser.
He said she had been a fairweather friend,
never seen any worse.
She had been the cause of this,
it was more than a curse.
She had stabbed me behind my back,
Punched me when I wasn’t looking.
I was blind not to recognize her for what she truly was,
A wolf in sheep’s clothing, maybe worse,
She’d stolen half my life from me,
Truly more than a curse.
I swore I’d never meet her again,
but the damage was beyond repair.
Now all I can do is try to undo what cannot be undone,
not a flick of my thumb, no more smoke in the air,
DAMN THAT INTOXICATION!
This is issued in public interest. I am neither a smoker, nor do I tolerate smoking. It’s one of the worst things you can do to your body. It starts eating away at the part that’s responsible for keeping you alive right from the first drag, and the worst part is you are so drawn into it that you fail to see what kind of damage it’s doing to your body, even when you start coughing your lungs out. The craving takes over. I’ve seen quite a few of my friends suffer from this, and barely a handful have had the willpower to quit. Quitting an addiction takes a lot of strength and it has to be done at one go. You can never “phase out” smoking. It will grip you by the throat and choke itself down to your lungs.
This post is a transcript of this ppt – http://www.slideshare.net/harshil.karia/advertising-the-future-presentation# (outlined in the previous post as well)
Lets take a look at advertising today – Indian Advertising..
So there are brands or ‘clients’, in advertising terminology.
There are the agencies and within each you could have a full service agency that does everything under one roof, you could have brand consultants who advise companies on how to shape up their brands, you could have specialist agencies who are basically really good with either digital marketing, or word of mouth or anything of that sort. Some agencies are creative boutiques offering creative services to certain brands and full service agencies otherwise. Finally you also have media planning and buying agencies who buy and plan ad placements across media (print, TV, outdoor, ambient) for companies.
The next slide looks at Indian Media forecasts courtesy a Report by Group M. Indians are hooked to the television – it takes 36% of all media spends in the country (2007) with an expenditure expected to be Rs. 8354 by the end of this year. Newspapers and magazines are at 51% of market share when it comes to media spends. The internet and mobile are abysmally low but they have the highest expected growth rate – 91%; retail is also expected to grow briskly in 2008. So India’s advertisers are firmly banking on the traditional mediums while the new mediums are only peripheral mediums. The Internet and Mobile are taken together jointly as a category called ‘Internet’. It would be interesting to see the broken down growth rates of both digital mediums respectively.
So our advertising has changed creatively. Look at the following 3 ads. 2 of them are from another era altogether. The 3rd one is more recent – you can also look at an ad for the same brand featuring Riya Sen here.
So a few things come out of these ads from different generations: 1) We have moved from English to Regional Languages 2) The commercials have become shorter keeping in mind skyrocketing media rates 3) The newer commercial with Deepika Padukone is more semi urban, more rustic, characterizing the average Indian. 4) In the old concepts everything was overplayed, oversaid, repeated. The newer concept is more witty (see the white umbrella among black umbrellas – the white drink in an overcrowded cola market?)
Inside an Ad Agency.
I wont go into the details. More can be seen here.
The notable department is the account planning department. They strategize for brands bringing into account research and insights for creatives to leverage mindsets and harmonize concepts that will ring a bell in the audience’s minds. Planners are probably today the most creative people in agencies. Here is a famous account planner writing about account planning.
The next slide talks about brands saving time and in effect thats what they do. They help you to choose a product over another without having you think into the details and comparing each feature primarily because they appeal to your senses. So what people say, feel, and think about your brand is important. (Dell is listening to all of this via social media and capitalizing on it by having a positive spillover effect and also modifying its products in the bargain by garnering real insights).
So this whole saving time deal is important because imagine if we were living in an economy that had a market with ‘Perfect Competition‘ then there would be many buyers and many sellers (arguably all extremely competent) and thus it would be difficult to differentiate between the two. On the other hand you could argue that perfect competition also means perfect information and thus the best producers will benefit anyway.
On the whole brands reduce the search costs of what we want because they stand for something.
So how do brands start standing for something?
Market researchers gauge collective insights. The slide (13) that has words listed and insights collected about mindsets is one such example.
One example of an insight based creative is the brand Dove. It really encapsulates how women feel about the beauty products onslaught and the treatment of Women as sex objects.
Here are a few print ads that our designer has done for Dove – read the copy and you will see how it echoes the sentiment of how women feel. The graphic is also a play on all the things that characterize women as sex objects.
Here’s a couple of International Ads as well made on the same lines. BRILLIANT Advertising.
The other route is the all – out creative route. The posters that FoxyMoron has done for GM Modular are probably characteristic of this route.
Here’s another ad – the Adidas commercial that further characterizes this concept.
The future, i think is where the twain shall meet. Creativity and insights take products and advertising to a whole new level.
Marketing will have to be in – built into products and thats where i think the real value of advertisers will come out. Marketing will be built into brands. Marketing that will make brands sell by word of mouth where advertising will be only ’supportive’ in nature. Brands such as this will generate generic PR. Google never needed to spend a penny. The Nano will not require too much advertising. The wii was built for consumers and the iPhone’s PR is legendary.
This isnt advertising. This generated curiosity. So advertising changed the advertising paradigm with this. This was a landmark because there was no logo at the end of this, nothing. The films speak for themselves. The wikipedia link tells you more.
Speed Racer is another example of adding value through content. Speed racer gave 250,000 free gifts on Facebook. Im assuming they paid Facebook a little less than 75 cents per gift. This is a great way to advertise a product because it requires user involvement and thus it ensures brand connect. It also seems more non intrusive than the other mediums of advertising because its user driven.
Seemed like a great viral strategy to me. People are likely to pass this gift on to their friends, its something that will stick to the profile page and have high visibility. It will also act as a reminder message in terms of the communication strategy for the Speed Racer movie.
Social Media otherwise can be a great tool for adding value through content via SMS Channels, Twitter pages and unofficial official blogs etc
In the future i see advertising become more precise in terms of being able to measure even the dynamics of creativity. Slide 24 shows the technology undertaken by a company called Media e2e to measure the impact of Soft Brand advertising of the Maruti Swift in Bunty aur Bubbly. The value is a little over 62 lakh rupees for the placement taking into acount mentions, distance from the screen, the category of soft brand advertising, reach of the film etc. Its probably or probably not what Maruti paid but this is what it should have paid.
So thats precision.
In terms of intuition, advertising will be able to sense your emotion and the context and offer you a customized message.
This clip from Minority Report is one such example.
So the future will understand your stress levels through pupil dialation and other things. I think it will happen in the next few years through touchscreen devices. These devices will have sensor which will be able to map your emotions and deliver value in real time. So the power may shift to manufacturers who can store all this data, as opposed to service providers.
Behavioural advertising and intuitive search via web 3.0 are also pretty fascinating – the search engine gives you what you want. Behavioural advertising is competing with contextual advertising and i think the 2 are already meeting where in balanced algorithms are being created to make room for both.
Behavioral targeting uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content. Contextual is generally all about page context meeting ad context.
The few other Indian Ads i really like:
There’s more coming up btw – the 2nd presentation at Pilani was on Web 2.0, digital marketing, and social media.
