Maxim's homemade meals


Maxim's seems to have identified a positioning to compete with Cafe De Coral and Fairwood. Homemade meals can be a good positioning potentially but the execution of the ad is rather poor. When we communicate a positioning, we need to spell out the benefit specifically. In this case, be it more healthy (rational) or sharing together (emotional) or both, tying in with the appeal of homemade meals. Also there should be reasons to believe. The obvious selling points may be less oil, no MSG, variety, value for money and so on. All these are missing in the ad while the appearance of Ah So is not adding value at all. She is over-exposed and consumers is confused with what she is endorsing : Towngas ? Park'n Shop ? Swanson's Chicken Broth ? Even I can't remember it right ...

Comments

stripeboy said…
在不少網民的心目中，阿蘇的形象已是負分，大概這是因為她本來走高檔路線，卻甘於為百佳代言。
3:18 pm
Anonymous said…
The ad is supposed to enhance credibility of Maxim food but the execution and the feature of ah-so in such uncomfortable (or inconsistent) manner do the opposite. I'm not convinced in anyway.
4:12 pm
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