Long holiday officially kicked off yesterday and surprise receiving piece by piece – smart idea or stupid ad, I shared one Good idea in last post…Now can't help bringing an awful one - as a really shameful marketing job done from a world-famous FMCG...The ad is about claming Kraft Pacific biscuit has a strong 'cracking' mouth-feeling (in Chinese: Cui); main-visual is purely 'broken biscuit pieces' and unbelievable mindless headline: Do you want to get on the crowd bus? Be 'quick' ! (in Chinese: Gan Cui).
I have found the ad on as many bus stop billboards as I have probably seen. It makes its biscuit looks like broken hard paper and the headline is…not funny, not intelligent and worse, IRRELEVANT
First I seriously doubt whether they got a good benefit to talk about. Even the target is the mass who only eating biscuit to kill the time but still 'cracking mouth-feeling' is not strong functional attractive as 'tasty, nutritious or organic'…Second, suppose their insight is OK but please get a relevant execution, now even sitting here I have baskets of idea of making the 'cracking mouth-feeling' as 'taste linkable' and eye-inviting. Last but not least, its unbearable execution quality. The ugly local-style execution is completely disaster...
OK, dont blame my over-critical here, its absolutely irresponsible marketing, we will see the brand drawn back through value ladder till disapeared someday...if no change for the current standard!
No comments:
Post a Comment