"Perfetti had the distinction of being perhaps the first company to win at the Abbys and the Effies for five consecutive years. Perfetti Van Melle India was declared Advertiser of the Year on TV, Radio and the Internet last year and was the first company from India to win two metals at Cannes for the widely acclaimed Happydent White commercial"
"The Effies, held in Mumbai today (24 October), witnessed O&M romp away with the most number of Effies (four) - a Gold for Titan Watches (What's your style) in the consumer durables category, two slivers - one for Perfetti Van Melle (Air Action Centre Fresh)"
One Company, whose ad campaigns, I have seen seldom failing and definitely this reflects in the results, may be financial year 2009-10, would see it touching 4 digit mark in T/O (India). Whether it is ATM campaign or crocodile with kajole, or white teeth as lights in happydent, all campaigns make you stop your channel swap.
Suneja, all of 36 years old, is one of the youngest and most successful marketers in the country has definitely given Perfetti an edge over other confi giants thru its media campaigns.
In ads, when all is said and done, most people don't believe, don't remember, don't even notice, most advertising. The vast majority of advertising is ineffective and inefficient. Then how does something so unimportant and benign impact my consumption patterns and habits and that too in a product which is just 50 paisa.
Take the road less traveled -- this is what was the strategy of Perfetti, whereas melody said "melody khao sab bhool jao", Perfetti never asked anyone to eat centrefresh or Alpenlibe. It rather went away from the point of rationality and introduced wackyness in advertisements.
Take the road less traveled -- this is what was the strategy of Perfetti, whereas melody said "melody khao sab bhool jao", Perfetti never asked anyone to eat centrefresh or Alpenlibe. It rather went away from the point of rationality and introduced wackyness in advertisements.
I do not remember any child in the ads of Alpenlibe, Centrefresh or happydent. Perfetti just turned the tables around in the STP game. The segment which consumes the toffees most- the children- not in advertisements. Instead we saw Kajole saying us eat the toffee. And here is where it won the game. Wherein in normal life your adults would say to children not to consume confi, but the ads totally potrayed opposite.
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