老行家 vs 官燕棧


A reader left me a message with these two links of videos and I guess he/she wanted me to talk about and compare these two birdnest TVCs. 老行家 is the pioneer in instant (即食) birdnest. It opened shops around town and invested heavily on A&P. Its business grew and attracted more competitors who invested even more in the market and they collectively made the market explode. Once popular but I think the hype of instant birdnest has gone. Back to the TVCs, the 老行家 used a testimonial approach like the Pepsi challenge to communicate quality superiority. It's quite hard selling but to the point. On the other hand, the 官燕棧 one uses emotional appeal of family values to communicate quality. It's an enjoyable TVC but doesn't it look very familiar ? Same kind of approach has been used by many other products and services like banks,jewelries and even cake shops. At the end of the day, I think a couple of TVCs like these will not turn around the overall category decline. Quality is a "hygienic" factor and consumers need bigger reasons for re-considering/re-using the category. New product, new usage and new benefits, maybe.

Comments

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