After you have gushed over the blockbuster ads of this fortnight, here are some, which – we are absolutely sure – will never make it. 4Ps B&M lists the three worst ads of the fortnight... Ads that almost made you swear that you won’t ever buy the advertised brand. And even if you managed a peek at it, you were left with a bad taste in the mouth. Medium error, complex message, vulgar or just plain bakwaas communication!
BRAND : Tide Detergent
BASELINE : Power of sun
4Ps TAKE : What to call an ad that neither showcases the product nor has any storyline? We call it a meaningless time pass that tries to gain attention through a weird storyboard and a useless concept. If you still haven’t understood which ad we are referring to – it’s the latest Tide Detergent commercial. The storyboard leaves us in utter confusion; we are left thinking whether it is a Yoga ad (as the Surya Namaskar of the people in the ad indicates) or we are left wondering whether the characters inside the ad are undergoing some kind of punishment until we get to see the Tide brand flashing on the screen. The communication is lame and the USP – Power of sun is depicted in the worst possible manner. Reward to the prospect? Except the brand name, guess nothing! Never knew a powerful brand could expect people to buy their powerful product through such a weak concept. We pray that you maintain your power, Tide!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
BRAND : Tide Detergent
BASELINE : Power of sun
4Ps TAKE : What to call an ad that neither showcases the product nor has any storyline? We call it a meaningless time pass that tries to gain attention through a weird storyboard and a useless concept. If you still haven’t understood which ad we are referring to – it’s the latest Tide Detergent commercial. The storyboard leaves us in utter confusion; we are left thinking whether it is a Yoga ad (as the Surya Namaskar of the people in the ad indicates) or we are left wondering whether the characters inside the ad are undergoing some kind of punishment until we get to see the Tide brand flashing on the screen. The communication is lame and the USP – Power of sun is depicted in the worst possible manner. Reward to the prospect? Except the brand name, guess nothing! Never knew a powerful brand could expect people to buy their powerful product through such a weak concept. We pray that you maintain your power, Tide!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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