I just finished watching a new advertisement that struck me as pretty innovative. Before I get into my discussion, take a second to watch the commercial.
A unique insight that I gathered from this commercial was that it leveraged the holiday season to create incremental sales. For some products (like pumpkin, as we had discussed in class), seasonal demand is natural; however, for others (like smart balance), it is not.
The commercial is effective because it communicates the value proposition effectively to those that are decisional. The concept of being 'good for your health' is easy to recognize within the commercial, and it is equally easy to determine what products Smart Balance can be substituted for. However, this commercial goes one step further by creating a message that will resonate with youngsters. A beloved figure is stated to "need your help", and young children will likely interpret this as fact and communicate the need to help Santa to their parents. And while these children are not decisional, their power to influence their parents' purchasing decisions is greatly increased because if they don't buy Smart Balance they are risking letting their children know that Santa isn't real.And just to help out my point, here's a recent #HelpSanta tweet:
My 7yo is so excited that the
Let me know what you all think!
I think it would be very hard to drive people who are in this category (health) to bake (calories) using smart balance, in a way that isn't a downer about flavor. Good ad.
ReplyDelete