Professional Documents
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new TV Commercial
Characters –
………. 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 –
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.
(IV) Types of Media utilized for Ad –