Chocolate TVCs in CNY





These two chocolate TVCs are on air back-to-back, one is Ferrero Rocher and the other from Lindt. They are not tailored ads for the CNY and they just air the same old thematic ads we see during non-festive season. Positioned as the best gift for your love, its ad is about romance and bliss. It's not exactly positioned as the gift for families and relative in CNY. However, airing the same ad in CNY should still work as a reminder about it as the best gift. On the other hand, the Lindt's TVC communicates about the brand as a long-history chocolatier. This message is not quite associated with the gift-giving season of CNY. So in terms of communication strategy to capture seasonal sales in CNY, my feeling is that Ferrero Rocher wins.






Comments

Post a Comment

Popular posts from this blog

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

HKET fan page

Image
Ask yourself as a FB user or a user of any social media : under what circumstances would you share a page, a video or any news ? Either you find it useful or funny for others to enjoy. So in this case, if you don't find the HKET page useful, you just won't share it. Would such lucky draw boost the number of people sharing the page ? Some people may be attracted but I suspect most of us won't really bother. Try paying people to become a fan of your page ? You will need to pay more. LOL
Read more