Kajol as brand ambassador of Alpenliebe
Thursday, August 23, 2007
As has been from some time I agree even this post is coming bit late. It’s about Alpenliebe roping in Kajol as its brand ambassador. Mind it; this is the first time in fourteen years of successful existence of the brand in the India that Perfetti Vanmelle is relying on celebrity endorsement. Earlier it tagged on children and their innocent naughtiness.
The new campaign has taken from what has been the ad strategy of various mint based candies like Mint-o-Fresh or ChlorMint. They all use what has been labeled as the 'Absurdism'.
Plot is that Kajol pops the candy at an Alligator at a zoo and the alligator starts following Kajol everywhere. The brand now uses the tagline "Lalach Aha Laplap" instead of hugely popular "Jee Lalchaye Raha Na Jaaye". According to a report in AgencyFAQs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level. In Kajol I have no doubt, question is whether the ad is a right fit for the brand or not? All these impulse buy brands have one problem; getting consumers to buy them which is driven largely by mind recollection when one visits purchasing point. Hence the absurd ads; so that the people remember or a jingle or tagline. Now with already a hugely famous tagline "Jee Lalchaye Raha Na Jaaye"; I guess its dilution of brand image in mind of consumer to shift from there. Striking gold with such a concept is not easy so it’s a gamble that Alpenliebe has taken.
As has been talked about, the brand would have paid a good amount for the animation and even Kajol would have cost them nicely as she has showcased her ad presence very profitably as far as attention and recall is considered. But would it take the brand to further levels of sales is a question I really doubt!
The new campaign has taken from what has been the ad strategy of various mint based candies like Mint-o-Fresh or ChlorMint. They all use what has been labeled as the 'Absurdism'.
Plot is that Kajol pops the candy at an Alligator at a zoo and the alligator starts following Kajol everywhere. The brand now uses the tagline "Lalach Aha Laplap" instead of hugely popular "Jee Lalchaye Raha Na Jaaye". According to a report in AgencyFAQs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level. In Kajol I have no doubt, question is whether the ad is a right fit for the brand or not? All these impulse buy brands have one problem; getting consumers to buy them which is driven largely by mind recollection when one visits purchasing point. Hence the absurd ads; so that the people remember or a jingle or tagline. Now with already a hugely famous tagline "Jee Lalchaye Raha Na Jaaye"; I guess its dilution of brand image in mind of consumer to shift from there. Striking gold with such a concept is not easy so it’s a gamble that Alpenliebe has taken.As has been talked about, the brand would have paid a good amount for the animation and even Kajol would have cost them nicely as she has showcased her ad presence very profitably as far as attention and recall is considered. But would it take the brand to further levels of sales is a question I really doubt!
Labels: Brand Endorsement, TVC
posted by Jas @ 6:54 PM,
