Thursday, December 27, 2012

Brand Update : Gems wants you to Raho Umarless

Gems Surprise launched in 2010 is a poor cousin of Kinder Joy. The variant launched to fight the Kinder Joy  became a poor second cousin because of unimaginative gifts and poor campaigns.Last week my daughter demanded she wants a Gems Surprise but I flatly refused saying that the toy that comes with it may not be attractive  and we settled for Kinder Joy for Girls.

Now Gems Surprise has corrected the mistake by launching a new set of toys featuring the Panda which has been  the main character in Gem's campaign.
The variant is currently running a TVC featuring adults in line with the brand's strategy of targeting adults .

Watch the campaign here : Gems Umarless

The TVC is well made but one wonders whether there is some confusion regarding the targeting part of STP.
As I understand, Gems Surprise is fighting against Kinder Joy which is targeting kids. Now Gems Surprise wants adults to buy the brand and collect the toys. Now that is ridiculous. Expecting that adults would indulge in a product like Gems Surprise is imagination running wild. Now if the brand expects the kids to buy Gems Surprise by seeing the campaign is also a highly optimistic thought since the ad is appeals to adults rather than kids.

So this is another brand which got confused because of its own actions. The brand should have left this variant to kids. Infact my feeling is that Gems is beginning to alienate the kids and is not making right noises to get adults on board. 
Ideally the brand should have found some universal message that has appeal across age groups. Cadburys has done that with Dairy Milk. In the case of Gems, the brand is just saying that it is Umarless ( Ageless) but not saying Why ?. What Gems needs is the universal brand mantra that appeals to everyone regardless of age.

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