Saturday, March 12, 2011

2nd Entry: Big 4, Big Start, but would you last?

the facebook fanpage of Real Leaf Green tea even call it "The Dream Team"

my first impresion when I saw the ad at Edsa? "Wow! Budget!?" I can hear the 'chaching' sound all over the place.. as in there is big WTF expression on my face as our MRT glides at Guadalupe...  yea it is the big four...Kapuso and Kapamilya... any brands in the philly would dig a treasure chest to just pay at least one of them.. but hey, look what coca cola did. BAM! big four. Before the release of the TV ad, there was the KC-Piolo sensation that they are together already.. But before the press-release, the billboard was in edsa already... hmmm... is it just part of the overall plot? so they can have a 'real' sweethearts for their 'real leaf'... hmmm.. i was just thinking.

"No doubt this campaign will increase their share in the market but there are few things that I need to throw regarding this campaign. First, sustainability, for me endorsements are safe when the celebrities are good. The risk is that these endorsements rely on the couples personal relationships so, what if they broke up? bad publicity? bad product identity for Real Leaf? Second, the cost of this endorsement, obviously this will generate better offtake for Real Leaf but is it enough to cover all? And lastly, what will be they competitors' move? will others do the same?"

 "WTF! dingdong/marian with piolo/kc in one advertisement??? That seems like a double date made in heaven! Something which can only happen in a fanatic's dreams. Well not anymore, as Real Leaf had just made a marketing coup of sorts by bringing two of the hottest real and reel life sweethearts from rival stations to join hands in promoting the healthy juice drink to consumers all over the metro." 

An endorsement from a celebrity or a public figure is reason enough for certain customers to try a particular product. Such testimonials or endorsements are a great way to advertise particular products and services. Endrosement are a great way for consumers to try on a product, but endorsement alone will not be enough to retain consumers. Advertising is never a solo act, it's always connected to key factors such as promotional strategies, branding, media placement, marketing objectives, and superiority of the product itself. For an advertising to be effective, it must be able to contain a message or means that will lead the consumer to a desired end state and it should be designed to move the consumer from understanding a product's benefits to linking those benefits with personal values. Understanding the steps steps a consumer or a business buyer moves through when making a purchase is a key to be able to reach to them. Added info...

last updated monday night

1 comment:

  1. they also campaigning two major competitors in TUNA. i just saw the TV ad today, Piolo and KC for Century (I guess they booted Angel out because of the relationship) and of course the other two for San marino..