As was said in the previous post, creativity and entertainment might convert in positive feelings towards a brand, however these feelings may not last long. In order to really change consumer’s behavior, advertising will need to change their thoughts and beliefs about a brand or category. To reach this goal and be convincing, the message has to be well studied and consistent, and be well placed in context. If the message is far from the reality, it may not have the power to move people and change touch them.
To illustrate, I will take the brand Coke again as a study case. This time, however, as a negative example as I believe they failed to convey their message.
Context:
Nowadays, a lot is being said about the effects of having an unhealthy life. People are way more concern about having a balanced diet, exercising and other considerations such as avoiding soft drinks and junk food.
This trend makes life harder for companies such as McDonalds and Coca Cola, that have unhealthy food as their core products. They are, however, constantly trying to change their image towards clients.
In Brazil, to get people to think their product is good and healthy, Coca-Cola will change the packaging of its line of soft drinks. Over the coming months, aluminum cans and plastic bottles will be replaced by cardboard, which resemble milk. Furthermore, Coca-Cola is also negotiating with retailers to place their products together with milk and juice in the supermarket shelves.
Cool! Now parents can let their kids have Coke for breakfast! (Just kidding!)
Well, I believe that brands should attain to have a different image in different regions/countries. Take for instance Halls. In Brazil, it’s seen as candy or an instrument to have good breath; in the US, it’s cough medicine. It’s OK to have different images in different parts of the world as you can have the strongest image in each, but it’s also important to keep in mind what the product’s core image is. Now, let’s go back to the changing-image subject; I believe the length of the process depends on how strong the previous image is. Coke (traditional) probably won’t be able to change the product’s image, but it can play with the other products the brand owns such as “Diet Coke” and “Coke Zero.” Creativity might strength the brand, but I believe that using cartons instead of cans will actually hurt the brand; this is from a utility point of view.
ReplyDeleteDespite the fact that I love Coke, I don't believe that changing from cans to cartons would make such a difference for the consumers about the idea of the product, as if from now on it would be a drink like milk and tea. People know what it really is. Maybe it would be positive just if the brand justify the change from cans to cartons as an environmental issue.
ReplyDeleteI dont think thats for real, also another real life research testing or just a way to make people think about Coca Cola when buying milk...doesn't mean they want you to buy coke instead of milk...come on, they spend millions of dollars with Marketing and we know they like to change our perception in different ways...just an idea to think about...
ReplyDeleteGREAT JOB JESSICA!!
Lia, good point!
ReplyDeleteIf they change the focus from healthy product to environmental friendly product it would not be a waste of money!