Kowloon Dairy consumer promotion



The thinking behind this consumer promotion is perfectly logical : Drink some hot milk before bedtime and have a sweet dream. It's a good usage entry point particularly during the cold winter. It's also a good thinking to give away mattress as the prize of the consumer promotion. But the ad is a failure. Just at a glance, I thought it was a Simmons Mattress ad as it is very weak in branding. By branding, it doesn't mean we have to put up a huge product shot or prominent logo (although sometimes it does help). In this particular ad, it might have worked if the cow is a recognized icon or mascot that represents the brand. Like the classics, say, the tiger of Kellog's, Mr. Peanut of Planters, the Green Giant and so on. But that cow image is not "owned" by Kowloon Dairy and that's why we can't readily tell it is one of their promotions.



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