Lmn has a vicious sense of humour
Category: tv, Not An Impressive Ad, India, Lmn, Parle Agro, professional, beverages, FMCG marketing, lemon drink, soft drinks
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YouTube Video:
This entire series makes me cringe. But going by the comments on youtube - people like it! But no, I still think it is a bad move.
Beverages as a category tend to become generic is advertising. As in, youngistan could be any brand's - Pepsi just coined it and tried to connect itself with it. These connections are sometimes successful, sometimes not.
In this case, making fun of a very real situation - yes, makes the ad memorable - but makes me hate the brand. It is not funny to me. In fact I end up thinking, who in their right minds would make fun of a sad situation like lack of water in many parts of the world? And does that make me want to try this drink? Not at all. To be fair, it is very well shot and executed. But the idea does not work for me.
Lmn is not an established brand yet in India. There is a lot of competition - Minute Maid, Nimbooz. This ad makes the brand stay in my mind - but will never make me want to go to a shop and ask for it. If I were to see the brand at a shop, I will be reminded of sad, desperate people pining for a drop of water while I am enjoying a cold drink in Bangalore summers. Not a thought I want while consuming a cold beverage whose entire purpose in my life is to refresh and rejuvenate!
Compare this to the Limca commercial - refreshing, memorable, sweet. Or the Nimbooz commercial - centred in a happy, real situation like weddings & dancing.
Being clever is not always clever. Do you want people to buy your drink or just remember the ad?
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Comments
Thu, 05/13/2010 - 18:21
LMN's Great Ad
I completely disagree with you! :D..
Lol! jus remember a cricket field at afternoon under a very hot sun... you are tired running through out the field.. and how will it feel?? I definitely feel damn thirsty and when i see LMN bottle in shop, i definitely gonna pick it! just because of this awesome ad!
the person who is genuinely thirsty knows what is thirst! and probably the ad is targeted to people like us who are genuinely thirsty and not for people who drink cold drinks for happiness :)
Thu, 05/13/2010 - 20:33
Chetan, this ad makes me feel
Chetan, this ad makes me feel sorry for the thirsty. Especially this "haat ko aaya mooh na laga" scenario. The message about lmn being a thirst quencher is very cryptic, just like its name. LMN might have a niche following(good for brand?), definitely not mass. Where as the ads of nimboos or minute maid nimbu are straight forward and show relevant and common scenarios of thirst.