Sunday, September 13, 2009

COKE BRRR AD, PAKISTANI COMMERCIAL

Sunday, September 13, 2009

Coke has always used a drive theory to motivate to engage its consumers. Primary objective of coke is that addition of coke drink (Consumer Soda Drink, CSD) leads to a change in life style; it elevates your standard and style. It gives you the feel of enjoyment, fulfillment, and self satisfaction. Further the punch line “very chill hai coke zindagi”, very clearly highlights the message of living a tension free, easy and comfortable life with just an addition of coke, Consumer Soda Drink in life.
Keeping in view the core target audience for Coke Company and its products in the consumer soda drink industry, Coke identified its core market for youth, teens and elderly people. This was done by using Consumer Muti Media Index, CMI. The research showed Sharpe twist in coke preference within its target audience. Coke was a must drink in the following Social Economical Class, (SEC).
Keeping in view the core audience, in view Coke adapted its South African Copy for the BRRR….. Ad campaign. The original copy of the ad was of 60 second. For on airing the same copy in Pakistani market Coke reworked around the same copy and concept and adapted it to a 45 sec main Television Commercial, TVC. Local faces of youth, teens and elderly audience were added in the commercial to give it a localized look and feel.
This ad before on airing was pre tested in category SEC A & B only. The results were positive and thus were on aired. On the hand this was contrary to what the actual target audience was i.e. SEC B-. C in short masses, as the same ad was not tested in the stated social economical class.
The consumer soda drink company, Coke had set an ambitious goal to maximize its sales in the upcoming summers. The new summer ad of coca cola was on aired on all leading local and terrestrial channels with high reach and frequency. The on aired advert analysis showed that the ad had high reach and achieved high media ratings, where as the overall recall for the same ad was not that high and considerable.
The BRRR… ad started with colorful impact and Shoaib Hashmi unique BRRR style. The ad creates the impact to the all ages, as someone drinks Coca Cola, instantly he reacts with BRRR response (chill factor). In the ad, BRRR is a state of a person enjoying with full of fun and amusement.
As per COKE international policy to on air identical concepts in all identical target markets. The COKE-BRRRR ad is adapted from an African theme. The theme clearly depicts African culture; as the Brrr action in the ad is actually one of the basic dance moves in the African dance. The overall media tracking reports a failure of this advert in the South-Asia. (Source Ac. Neilson), furthermore the media tracking company of Pakistan; Media Bank reports a drastic failure of this advert in Pakistan. One of the biggest reasons being, that it is not close to Pakistani culture, specially women doing the Brrr action is highly criticized by the society.
Moreover, the sophisticated class SEC A & B did not to associate themselves with a product so degraded. It is the illiterate class that shows a behavior as non-serious as shown in the advert. In general any advert, regardless of being associated to the lower sector of the society is presented in a way that it gives the feel of elevation, the people of that sector feel motivated to change lifestyle and become better as people above their status. This advert is not motivating the people to improve their standards and take life to a next higher level, but, it is actually de-motivating.

26 comments:

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Nice Article. Would love to see more articles from you here.

mir said...

well said, the writer has raised some very good points,and it wud be better if he or she gives more attention to some other topics aswel .. we wud be waitiang to hear more from u..

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