4Ps TAKE : One
look at this ad and you would be reminded of lovey-dovey flicks like Love Actually, Paris je taime, et al. But lay a bet; you will be left wondering what’s the association between the sugar-free Xhale and love. An ad that is unsuccessful on almost all counts, no decent storyboard, no sensible concept and moreover, there is a communication crisis. A guy sitting in a café, pops in Xhale and keeps staring at a girl, wondering whether she loves him. Excuse me, what kind of weird concept is that? Isn’t the product meant to be a sugar-free mint for health-conscious adults that prevents tooth-decay? So from where does the cupid factor arise? Guess the creators of the ad have been more prone to heart-breaks than tooth-aches, now we know where did they generate this connection from, don’t we? This is what happens when you try to weave in a concept that is not in line with the product. Hats off to the team for a needless concept and the meaningless theme. We would like to ask, is it ‘Simply Chillicious’ or shall we call the execution equally ridiculous? A piece of advice, please inhale some sense before getting down to making an Xhale ad next time.For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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