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.