Classification: Creativity: 4; Will to buy (drink): 4;
Empathy for the Brand: 4,4
Total: 4,1
One of the steps to built a strong brand is to create rituals around the brand/product. In mine opinion Stella Artois with this new brand communication does that job quite well.
When a new communication is released is important the brand managers to be aware of the Word-of-mouth generated around it. For example you can get some pointers by reading the user comments on youtube:
"YOU, with the big nose!" - The brand has sense of humour (Great).
this is crazy awesome but why only 360p stella? - Yeah, why (Bad, premium beers should have premium videos)
Great, great advert. Too bad it tastes like Coors Light.- Better work a little better in the formula, to differentiate among others, especially when it's compared with Coors light.
She is incredibly sexy... - The male target is happy!
Step 10 : Get a big belly - At least it's different from those retarded ads with the moron surrounded by top models drinking cheap beer from a can... - The male target is happy and not the retarded ones, the ones that drink Coors light.
I didn't think it was possible to love Stella Atrois more than I already did, but it is. - Mission accomplished.
What's the name of the jazz bit on the beginning of the video? - The Stella Artois consumers like jazz, a lifestyle hit.
Ah, don't forget to engage the consumer in your ritual.
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