Friday, December 30, 2011

Brand Update : 5 Star Lost in Amnesia

5 Star has a special place in the Rs 2000 crore Indian chocolate market. The unique caramel filled chocolate has been a favorite among kids who wanted a legitimate break from the usual chocolate bars. Over the last few years, 5 Star has been adopting a consistent message of " Lost in the taste " but losing the bigger picture as far as positioning and targeting is concerned.
It was in 2009  that 5 Star adopted the positioning of " Jo Khaye , Kho Jaye " meaning "lost in taste " where the basic plot is that the 5 Star lover suffers a temporary amnesia after eating this delicious product. The idea was good as the brand was always claiming superiority in taste and its USP was always the taste. One major change the brand was made was regarding the target group. 5 Star began addressing the adult chocolate lovers just like its counterpart Dairy Milk. All the characters in the ads of 5 Star was grown-ups while the message was universal. 
Then came the two protagonists ,Ramesh and Suresh, who were long-lost friends meeting in a small shop. From then on, 5 Star's entire brand was centered around these two characters. Sadly the quality of the creative has gone alarmingly down and in the name of humor, the entire brand personality was projected akin to idiotic. 

Watch the latest campaign here  : 5 Star Tailor ad
Although the ad was meant to tickle your bone, the protagonists here being  projected as sort of idiots is sad for the brand. In pursuit of humor, the brand forgotten what it wants to convey with respect to brand persona. 
The brand needs to be congratulated for its consistency with the message but it should not get carried away with the message .

Why I am concerned about the portrayal of the main characters is that in the first ad featuring Ramesh and Suresh, both were normal guys meeting each other and unknowingly lost in the taste of 5 Star. But now both these characters are portrayed as idiots ( by their look and behavior) and I feel that without eating 5 Star, they would behave in the same way. 
If these guys reflect the 5 Star users, then the brand has landed itself in a bad position. Although the ordinary consumer may not think as cynically as the author of this blog does, the brand needs to careful in the portrayal of the main characters of the story.
And why forget kids ? 
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