Cadbury Perk is a confused brand. Perk came into limelight with an epic fight between KitKat and Perk. Then both these brands went to two trajectories. While KitKat was able to find a direction in terms of positioning , Perk was totally a confused brand. Nestle then launched Munch to fight Perk. Perk kept on experimenting with advertising themes and positioning and still has not found its mojo.
Really I miss the magic of the launch campaigns of Perk . From this classic ad, the brand went to meaningless campaigns and later somewhat settled into its glucose energy focus. While KitKat focused on Have a Break positioning, Perk was no where in the picture.
Now Perk is again trying a new positioning featuring the Bollywood star Alia Bhatt. The brand is running the campaign featuring the new celebrity endorser.
Watch the ad here : Alia Bhatt Perk
Along with the new ad, Perk now has a new tagline " Jiyo Lightum Light" which probably means to live life freely.
From the ad, I have a feeling that the campaign was created around the celebrity rather than the brand. The thinking would be like , let us make an ad that fits Alia Bhatt !
My feeling is that Perk is struggling to find the right positioning. The new positioning lacks a connect with the product and the practical joke theme and the bubbly girl character has been heavily used by many brands in the past.
Its sad to see the standards of the Perk's ads go down compared to the earlier ones ( featuring Preity Zinta).