today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post : http://the-wawam-file.blogspot.com/2008/04/cog-honda-tv-spot-another-amazing-ad.html; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

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Thursday, April 24, 2008

coke angel tv spot : what works and what does not work

here's what is to look forward to in WAWAM! - the bottom line, what works and what doesn't work in the coke angel tv spot, "ang sarap dito".

we've discussed the casting and the production values, even obsessed on the wings of the angel - these are peripherals. not irrelevant but just on the peripherals of the ad campaign.

ad campaigns are business or marketing tools. companies hire ad agencies and air ad campaigns for a purpose - that of selling more cases and building market share.

for coke, these business objectives are more dire, their philippine business has suffered very much over the recent years. not only is market share and volume sales going down, incidence and per capita consumption has shrunk. this brand is losing it's franchise and its consumer base in the philippine market. and the philippine market is a very important one for coca cola worldwide - the philippine market is in the top 10 largest in the world. believe it or not, pinoys are coke addicts on a global scale!

it's a simplistic way of looking at business performance, but next time you eat in a restaurant, check out the drinks people have on their tables - when it used to be mostly coke, now it's mostly drinks other than coke. you have ice lemon tea, water and other juices. don't you see a lot more people carrying with them bottled water and those tea drinks like C2 than coke? even the takatak boys in the traffic lights don't sell coke.

the tough part is that coke has done the right things - they have set up vending machines everywhere, they introduced smaller sized bottles and therefore lower cash outlay SKUs but to no avail. per capita consumption, along with market share and volume sales are sliding.

is this coke angel tv spot up to the task of giving coke wings to fly? that's next in WAWAM!

to be continued………….
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