Posted on : 2024-01-26 03:21:24
Article : Good Evening Friday Management TASK 278- Creative advertising can change the positioning of brands, even the product targeted popularly for children can be marketed for adults…
Advertisements are meant to sell a product or a concept and that is what most of them try to do. However, a much greater challenge is to not just sell a product, but to change the way target audience sees and perceives it, what the marketers like to call it as positioning. Many have tried to achieve this, but very few have actually succeeded. Chocolate was mainly a treat for kids, or something we give as a reward. It even had a slight negative perception among some parents, who associated it with tooth decay. As far as adults went, chocolate had a slight romantic connotation at best but it was not seen as something that could be enjoyed by anyone at any time and definitely not adults.
The ad campaign we are referring to was released in 1993-94. It was the time when India was in the early stages of economic liberalization with the then Finance Minster’s revolutionary budget having opened up the markets and boosted private enterprise. Cable TV was making its presence felt and the States hold on the market was much looser. At a time when the economy and the markets were changing and people were coming under pressure and hustling for their jobs and adapting to new conditions, the ads tell all that something as small as nibbling a chocolate could make you happy.
One of the leading brands in the market was Cadbury, which had been selling chocolates in India for decades. But it too had largely stuck to the sell it to the kid’s formula. However this limited its market, a market that was growing stagnant and not expanding rapidly (also because of the fact that Indian families were growing smaller). How then could the brand expand its share? The answer was clear: by targeting adults. But how could you convince older folk to eat something that was almost as closely associated with children as toys were?
The answer came in the form of an ad campaign, from Ogilvy and Mather. Titled “Asli Swaad Zindagi Ka”, the campaign changed the whole perception of chocolates in India. While there were many ads in the campaign, one in particular stood out. The ad showed adults across different age groups doing routine things and just being happy which otherwise can be seen as a there is a child in every adult.
Life comes with many tastes, but thanks to Cadbury, chocolate is now one of them. Today if you feel low, one of the first things someone will tell you is to go have some chocolate, because they are sure it will make you feel better. It will cheer you up. And if that does not tell you how effective the ad was, nothing will. This is one of the best ads of early 90’s that widened the chocolate consumer base and grown the market.
Watch the ad by clicking on the link given below and post your comments before we post our perceptive management thought in our Good Morning Monday Management solution for TASK 278 on 29th Jan 2024.
Experience the joy of life by clicking this link-https://www.youtube.com/watch?v=evYtAc-uedk Cadbury Dairy MilK ad “alsi swaad zindagi ka“to feel “Kuch Khaas Hai Zindagi Mein”
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