Wai Yuen Tong Ad


Usage of health food supplemts in HK is highly occasion-driven. That's why you see a lot of health food supplement ads make use of occasion as the handle to promote their products. In this case, 阿膠 is promoted for different occasions like 懷孕期保健及產後調理 and so on. This probably an on-brief ad but the tone and manner is rather old-fashioned. Remember tone and manner governs the personality of our brand that we want to convey.

Comments

Post a Comment

Popular posts from this blog

Support the 2012 constitutional package !

Image
Will you be more inclined to support the 2012 constitutional package after watching this ad ? It just provokes more criticisms. Advocacy advertising is an two-edge sword and it's not easy to handle. When done badly, it would only work against you. Advertising is considered not so credible and using advertising to advocate an issue would easily attract more rejections and cynicism. Our government should learn more from the political advertising in countries like the US and the UK . They have one common characteristic, that is, emotional appeal.
Read more

Drinkazine Mugicha (Barley Tea)

Image
This is a fresh attempt in the boring FMCG market. It's a range of Mugicha. Ready-to-drink Mugicha may not be the newest product but the way it is marketed is quite new. At the beginning, just by looking at this ad, I thought it was just another consumer promotion. Then I visited its blog and I found out more. The brand name of this Mugicha is "DrinkaZine". The idea : "It Is A Drinkable Magazine! 以雜誌形式包裝，既是一支『解悶的飲料』，又是一本『解渴的雜誌』。" The labels are like magazines where you can drink and read at the same time. It's definitely a creative idea. My only worry is that if the product doesn't sell fast, its labels and hence the magazine contents can't be changed frequently enough to deliver the promise as a magazine. And I guess that's why it has a blog as the core communications channel. Its blog is pretty good as it carries relevant contents, projects an brand attitude and creates a community, all of which young consumers can associate with. I bet this...
Read more

芬達 Fanta Da咩"火羅"!

Image
What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.
Read more