After successfully launching the Ulta Perk, Cadbury's has launched yet another campaign for Perk. 
This time, the brand has got the communication right. The ad adopts the theme from the movies like Cast Away and adds a twist to it
Watch the ad here : Perk new ad
Although the theme is old, there is some thing refreshing about the execution. The brand now takes the new slogan "This is life, Take it Lightly " . The ad reminds me of the first positioning of Perk around the concept of
" light snack ".
The new positioning of Perk is refreshing and powerful. If carefully executed the new theme of " taking life lightly " has the power to catch the mind of the younger audience. The younger generation would love the attitude of taking life lightly.Also the theme has the power to sustain for a reasonable period of time.
This time, the brand has got the communication right. The ad adopts the theme from the movies like Cast Away and adds a twist to itWatch the ad here : Perk new ad
Although the theme is old, there is some thing refreshing about the execution. The brand now takes the new slogan "This is life, Take it Lightly " . The ad reminds me of the first positioning of Perk around the concept of
" light snack ".
The new positioning of Perk is refreshing and powerful. If carefully executed the new theme of " taking life lightly " has the power to catch the mind of the younger audience. The younger generation would love the attitude of taking life lightly.Also the theme has the power to sustain for a reasonable period of time.
Harish,
ReplyDeleteI dont think the ads conveys the theme "Take Life lightly"... Yeah.. rip off from 'Cast Away' looks good.. But i think that it is the only attraction of the ad... There is no proper association(in the minds of the person) with the theme & Perk...
For example, on reading your analysis, i thought i had not seen the ad.. [though i have seen it 'n' number of times]... Yeah.. it is better a lot of ads we see in our country, but it is surely not good enough..
Harish,
ReplyDeleteCongrats for your wonderful blogs about different brands. This blog gives people ideas about how each brand is doing in their business, how they are competing with their rivals in terms of advertizement and features of the product, especially for people who were not able to watch the commercials. Appreciated your work. Keep going..