Wall Street Journal (12th May) had an article about Procter & Gamble's campaign for a new brand of coffee from Folgers. Sorry it subscription only.
A couple of interesting facts:
1. In the US, the percentage of adults drinking coffee daily has declined to 53% last year from 78% in 1954. Among coffee drinkers, about 25% are drinking less than they had been due to an irritated stomach, says VP of Global Coffee for P&G. What a job title! Just imagine child asking dad what he does at work: “I’m Mr Big of coffee”
2. Boomers account for half of all daily consumption of coffee in the U.S.
3. It is estimated that 35 million to 40 million Americans have reduced the amount of coffee they drink or have given up entirely because it irritates their gastrointestinal system
How do you respond to this information? Answer; launch a product as strong and weak at the same time?
So what have the bright sparks in the creative department of Saatchi & Saatchi come up with to square the circle?
Ads for the new coffee will depict a middle-aged man confidently pouring himself a second cup of coffee while a voiceover assures the viewer that "the mountain-grown aroma and taste you love" hasn't been reduced.
"The key is to accentuate the positives in lives at that age," says Marketing bigwig from very expensive New York brand strategy consultants. This is where guys like this really earn their mega fees: "With the return of the second cup, you can enjoy everything there is to enjoy at this time in life, without the worry -- it's presented as an indulgence." Astonishing.
As part of the marketing campaign, P&G will be distributing educational materials about the product to health professionals and emailing material to consumers. Great idea, drink coffee and learn why it isn’t killing you. No doubt there is a bit about P&G’s environmental credentials and a plea for “World Peace” chucked in for good measure.
I am sure the ad campaign will better than its description. I certainly hope so. Dick Stroud
No comments:
Post a Comment