Disclaimer: I'm no ad expert and therefore I will focus my comments on underlying strategy driving the comms, steering away from any commentary on the creative or execution of the ad itself.
All Bran - Honey & Almond
My take on the insights driving the comms...
- Traditional All Bran have a large group of 'taste rejectors'
- Growing the brand required taking the product to new consumers - the 'taste rejector' group
- Targeting All Bran 'taste rejectors' reduces the risk of cannibilising sales of the existing portfolio
- The ad directly appeals to this group, by suggesting that disliking the taste of All Bran is the norm - e.g. you'd be lying if you said you liked the taste of All Bran.
VB - Late Night Lamb Sandwich
This is just a great example of understanding the life of your consumer and what they get up to when consuming your products. Nuf said...
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