ADs- The Magical Wand...

So why do you need to advertise? If you know what’s best for your business, you’ll realize that not having a marketing campaign for your business is not an option at all. If you want to increase your sales and grow your profits, advertising is the key to accomplishing your goal. Some key reasons are listed below.

1) To position your company and your products in your industry

2) You need to reach out to new customers

3) You need to maintain your relationship with your current clients

4) You need to introduce new products and services

lets first understand how ads do all this with examples 

1. MENTOS-"Dimag Ki Batti Jalla De"

At the time Mentos was launched in India, there were not many good mints around with the sole exception of Polo, which was not doing too badly. Mentos is a soft chewy mint produced by the Dutch Confectionery Company – Van Melle, but Van Melle was taken over by the Italian giant Perfetti.

One must understand that India is not a land of mint munchers, Indians are more noted for their pan chewing be it the betel leaves, or the infamous gutkaa. In this context, creating a brand image of a mundane mint was all the more difficult. Perfetti Van Melle needed an aggressive strategy to build a brand name that the country’s youth could easily identify it with .

Having understood that, they embarked upon a theme that described very little about the product itself but simulated situations in which the Mentos consumer was shown to be having greater presence of mind and that was indirectly attributed to consuming Mentos mints.

Most ads in this category generally talked about fresh breath, That’s where the Mentos ad deviated from the other ads in this category. “Mentos doesn’t talk about the functional benefit at all – it works on a psychological level, where people associate the brand with the imagery of ‘smartness’.”

Mentos maybe a breath freshener, but the message the brand image conveys is ‘think fresh’.