I had heard that in the olden times women of the royalty used to bathe with goat milk for the nourishment and shine of their silken skin. Now that I have seen a muscle bounded buffoon reviving the tradition I can now peacefully die!
Remember Tetra Pak TVCs for safer and healthier milk with those Ã¢â‚¬Å“milk moustachesÃ¢â‚¬Â! ThatÃ¢â‚¬â„¢s creativity in tune with Ã¢â‚¬Å“product profiled brand imageÃ¢â‚¬Â.
It troubles me to see an experienced advertising agency like
Manhattan for putting up such a Ã¢â‚¬Å“tastelessÃ¢â‚¬Â and Ã¢â‚¬Å“repellingÃ¢â‚¬Â image of the powder milk brand Millac. Hats off to the Brand team at Millac for approving the campaign design.
This advertisement brings to attention some serious observations:
1. Creative Capacity & Brand Custodianship: Advertising agencies! Our Ã¢â‚¬Å“Account ManagementÃ¢â‚¬Â or Ã¢â‚¬Å“Client ServicesÃ¢â‚¬Â personnel are not understanding the product/brand well nor briefing their creative team in the correct sense. Or, simply put, no one is giving a dang about the brand at the agency. Why? This leads us to the Client, the Brand/Marketing Managers.
2. Product Development & Brand Ownership: Are two separate worlds for the brand managers especially at Ã¢â‚¬Å“local firmsÃ¢â‚¬Â and Ã¢â‚¬Å“localized MNCsÃ¢â‚¬Â. The product once developed, some times with the packaging designed, is thrust into the hands of the brand manager to market it, usually with unrealistic timelines. The brand manager then pleads the agency to come up with a miracle; that mostly does not happen ofcourse! The campaign is then sold to the higher management by literally brain washing, performing jugglery feat and promising that it would work! We wonÃ¢â‚¬â„¢t talk about the top management here.
3. Brand Ethics Management: Ethics in the Pakistani market or any developing nation is limited to the awareness level and directly proportional to the consumer protection laws. Further there is no such position in the brand group of any firm that is dedicated towards ensuring product brandsÃ¢â‚¬â„¢ alignment to the firmÃ¢â‚¬â„¢s ethical standards and that of the country.
4. Consumer Mis-Education: Most serious of all issues. Advertisements are the most creative form of communication across media. The investment to create any single advertisement is the highest in proportion to the duration of the final produce. With atleast 5-10 minutes of advertisement breaks on electronic media and average 5-8 advertisements per page on the print media publication, the consumerÃ¢â‚¬â„¢s sense of perception is most vulnerable to developing wrong and strong notions. This can become even more chronic in a relatively weaker education system.
Solution: Strong consumer protection laws governing everything from product development standards to extent of branding promises. Teamed up with consumer awareness and joint action organizations to mobilize consumer response towards unethical, sun-standard or over-promising communications.