filter coffee market in South India! i just find it really odd to think a concept for itself. while thinking i sipped a brand of Instant coffee, that brings happiness to your life, i am just keen on finding how Instant Coffee brand market also works in india.
with a little brain i opt, to recollect whatever i have seen of this brands
look at the two brand that rules the coffee market, Nescafe and Bru with all its variants
Nescafe positioned itself as friendly, young brand but Nescafe Sunrise which is an brought-over brand has an young couple, traditional mama, mami visiting home commercial.
Sunrise. oh, i forgot her name ..........sekhar kapoor's wife.... i still remember it even at those days when i had pissed in my bed.
but when i hear the word nescafe " taste that gets you start it off" and the humming " na..na..na..naaanana.." and more importantly that "RED coffee mug" come on! how could i take that out from minds of the people and inculcate an other. quite tough.
on the other side Bru & Bru Greenlabel with that " Sugar boy" TVC, positioned itself as TBM ( Traditional But modern) positioning. followed by routine HHWW ( Husband comes Home, Wife Waiting) concept, but a good looking decent ads where the models overact sceneario. and one more for Seal-Lock but Same.HHWW ( Husband comes Home, Wife Waiting) concept. ( lets do a midnight masala film for coffee!! worth rethinking)
i seriously remember "mami filter coffee"
" idhu Bruda"
what simple dialogues that made a huge difference in the market
i saw ad for another Coffee guy in tamilnadu, if my memory goes right Fresh&Honest applied humor into the concept of showing different people drinking Hot water as if they drink real,the original Mami's Filter coffee. but the weekness is on the execution of the jingle.
still sitting on new concept for a new coffee client that has to be mind-blowing, creative, market - Driven and Cost effective.
but i will keep on trying to find a new route to bring vibrancy, youth and trendy image into any Coffee brand i work. because there is always an option.
Labels: coffee, coffee brand, coffee market, filter coffee, india coffee, instant coffee
