稻香月餅 print ad

Mid Autumn festival is around the corner. Mooncake is a big gifting market and all brands are competing with heavy A&P and new gimmicky products like low fat/calories, high fiber, 冰皮, 冰燒, strawberry, mango, durian, hazelnuts, almond, red bean paste, green bean paste, you name it. Consumers are dazzled with choices. 花多眼亂, 各師各法. It's interesting to see how people compete with gimmicks in such a small market of HK. Back to this ad, is it gimmick or is it creative ? "It's time to buy your mum a tin of mooncakes" is the key message. There are a lot of improvements to be made : the words are too small, the fonts are hard to read, the product shot is too small, so on and so forth. However, I do appreciate its creative effort in making a difference among the big sea of mooncake ads that look pretty the same.

Comments

Autumn said…
I guess this ad is to target the younger people (below 30) like me, but it just looks weird to me though it's a bit "creative". It is NOT as cute as Hello Kitty or McMug. For sure, for young gals, wouldnt pay much attention to. Plus... it sounds odd to buy mooncake to mum, usually mooncakes are for business/relatives, but not someone in family, right?!
12:58 am
Louis Lau said…
Yes you are right. The norm is that people buy mooncakes for business partners and relatives. It's still a good attempt to promote gift-giving to mum to give consumers another reason for buying, to show your care as on Mother's Day.
11:03 am
Post a Comment

Popular posts from this blog

PUMA Agitation watch

Image
This is a new line of sport watches from PUMA called Agitiation. You may fall from the chair like I did when you read the copies. I can understand the thinking behind the ad : when you sell a plastic watch at HK$550, you would just need to think about some catchy selling points for it. The biggest selling point of this watch is the strap. There are holes in the strap (so called cheese cut-out) to make the watch as light as 45 grams so that you can run faster ! What's more, there are so many colours to choose from. It doesn't matter whether you have a fair or tanned skin complexion ... there's one for you ... I bet this watch is produced and marketed under licence granted by the brand owner of PUMA. Too bad that the licence is given to the wrong hands. It's Ok if this watch doesn't sell as it is the business of the licensee after all. However, a BS ad like this may have negative image impact on the PUMA brand in a way.
Read more

Giordano's frog

Image
One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Read more

Benefiber ad

Image
Benefiber is quite a new product concept. Fiber powder that you can add to your favourite food, making fiber intake easy. I'm not sure whether such a new concept would be accepted by consumers. But one thing for sure. It's rather inappropriate to use 韜韜 as the endorser. He's a cute old man and I personally quite like him. He loves eating and the more I see him eating in front of the camera, the more I'm worried about his health condition. It looks like he's going to burst ! The question is whether he's a credible one to endorse a diet-realted health food at all. It may be more credible for him to endorse a slimming house when he manages to lose 100 lb.
Read more