Monday, April 30, 2007

Parle Musst Bites: Too Tempting

Brand: Musst Bites
Company: Parle

Brand Count:227

Parle has ventured into the new sunrise product line of snack foods. These days the snack food market is seeing lot of action with ITC launching its Bingo range of snacks during the World Cup.
Parle is now put its weight behind its new brand Musst Bites.

Musst Bites is a launched with a series of humorous ads. Watch the TVC here: Musst

Musst Bites is positioned as a tasty snack food too tempting to be part with. Although this positioning is not something new ,the brand is favored by the reasonable execution. The ads are fun to watch and simple. But there is the problem of the brand not able to differentiate itself from the likes of the market leader Lays. In a way, the brand is taking the same positioning as the Lays. But Lays is far too good in terms of positioning.

Parle yet again has failed in its brand communication. Here in this case the brand was not able to find a Big Idea.Although the agency has done a reasonable job with the oft used idea, this will not help the brand in breaking into the bastion of Frito Lays.
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