Swanson's Chicken Broth TVC

Here is the consumer insight : All family members are busy. Although the mother has to work, she stills has to take care of the family. So she needs a quick way to make nutritious soup for the family. Swanson's is the solution. The logic of such consumer insight is spelled out in the ad with straightforward selling. And we call this positioning by usage. Is it a good strategy ? One concern is that it's competing against the belief of Chinese that 老火湯 is the best way to take care of the health of the family. To win over this belief, it takes some more support one way or another.

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