I have always respected Cadbury for their strategic branding. After all they changed the way chocolates were consumed in the country by making it appeal to all ages rather than only kids. The jingle of their famous TV commercial in the nineties showing a young lass celebrating the success of a match on the field with a chocolate – ‘kuch khaas hai zindagi mein’ still resonates in my mind.
But of late, I have been very disappointed with their communication. After parting ways with AB, I guess they felt that they needed a breakthrough idea. The one that they came up with was to make chocolates a monthly affair rather than only being a festival food. Aaj Pehli Tareeq hai, its pay day, so come on and grab some chocolates. I was not sure about the strategic intent. Whom were they trying to target? Only those who live hand-to-mouth and wait for the 1st to get a 10-buck chocolate! Weren’t they trying to alienate the others who have chocolates regularly by perhaps implying that you need to have chocolates only on the first of the month?
‘Mera Munch Mahaan’ Nestle completely decimated the campaign. The smart team immediately came out with a counter campaign that Nestle Munch is affordable and so you don’t have to wait for the first of the month – you can have it throughout the month. They got this opportunity on a platter! Using a competitor’s share of voice to get your proposition across is a marketer’s dream. Kudos!
Often, brand communication is like chess… you must foresee what the competition is likely to do in response. Cadbury had to overnight withdraw their ‘pehli tareeq’ campaign. And Nestle Munch had the last laugh! Check Mate!
But of late, I have been very disappointed with their communication. After parting ways with AB, I guess they felt that they needed a breakthrough idea. The one that they came up with was to make chocolates a monthly affair rather than only being a festival food. Aaj Pehli Tareeq hai, its pay day, so come on and grab some chocolates. I was not sure about the strategic intent. Whom were they trying to target? Only those who live hand-to-mouth and wait for the 1st to get a 10-buck chocolate! Weren’t they trying to alienate the others who have chocolates regularly by perhaps implying that you need to have chocolates only on the first of the month?
‘Mera Munch Mahaan’ Nestle completely decimated the campaign. The smart team immediately came out with a counter campaign that Nestle Munch is affordable and so you don’t have to wait for the first of the month – you can have it throughout the month. They got this opportunity on a platter! Using a competitor’s share of voice to get your proposition across is a marketer’s dream. Kudos!
Often, brand communication is like chess… you must foresee what the competition is likely to do in response. Cadbury had to overnight withdraw their ‘pehli tareeq’ campaign. And Nestle Munch had the last laugh! Check Mate!
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