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TOPIC
Analyse the message
strategy in the MENTOS Ad.
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'Dimag ki batti jala de' - Mentos'
TV Commercial
Characters –
(A) The Chimp (Slave)
(B) The Donkey (Master)
………. This is just the beginning, the story folds into a new arena as -
Well, now it's his turn to pull the new-born Mr. Intelligent, happily
riding his stony cart while it rolls on his freshly invented round wheel. Sorry
Daddu.
Characters –
(A) The Chimp (Master)
(B) The Donkey (Slave)
Awareness –
This ad of Mentos was a big hit among the general mass of
people. One can either love it or hate it but when it comes to
ignoring I, the answer is a big NO.
Interest –
Most ads in this category generally talked about fresh breath
but the Mentos ad deviated from the other ads in this
category. Mentos doesn’t talk about the functional benefit at all
– it works on a psychological level, where people associate
the brand with the imagery of ‘smartness’.
Desire –
The ad was successfully able to gain conviction. Mentos maybe
a breath freshener, but the message the brand image conveys is
‘think fresh’.
Action –
After such an innovative advertisement, the company Perfetti
Van Melle found a huge surge in purchase behaviour of the mint
flavoured candy. The ad has helped the brand to increase its
market share in the soft mint category from 33% in 2005 to 48%
in 2007.
Satisfaction –
In overall the ad proved to be successful as most of new
purchaser of Mentos, prompted by the ad to purchase it,
were satisfied with the product.