Huggies print ad


A follow-up from the Whisper ad we talked about last time. Usually sanitary towels and baby napkin are selling the same thing : no leakage. In the previous ad of Whisper, it uses a rational analogy of roller coaster while this Huggies ad uses a more emotional appeal of care and joy with baby. In fact decision on whether to use rational or emotional appeal is the starting point of creative ideation. Which way is better ? It depends but one consideration is the product life cycle. Rational appeal can be used at the introduction stage and we can gradually move to emotional appeal to solidify the brand in consumer's heart.

Comments

Christine said…
Whisper has been in the market for a long time. Do you think its use of rational appeal is appropriate? If talking about product life cycle, I think it's already in a mature stage. But to those youngsters/ teenagers, whisper is still new to them. Seems whisper is capturing more younger age users to build their brand awareness & loyalty. But the brand now lacks emotional appeal to the mature group, while Kotex does now.
10:13 pm
Louis Lau said…
For a brand to live on, it takes new product developement as well as emotional ties with the consumers. Endless rational appeals with new products alone will not build a solid brand as product features and attributes can be copied. We need to communicate the emotional benefits derived from the rational benefits as well.
12:06 pm
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