Anyone who's a die-hard fan of mint candy will be able to recognise this catchy phase immediately.
Still lost at what I'm talking about?
Think about bad breaths, chewing gum and Actizol Chlorophyll. . . Have a clearer picture of which product I'm talking about?
If you guess, Clorets, you are right! :)
SO. What is SO special about this mint candy? What strategies were used in advertising this product that made the mint candy so popular? I thought that the packaging was not the factor that made it attractive, I mean, ALL the gum's being packed in green coloured container, since the product was first introduced back in the 1950s!
Perhaps, it was this catchy phase ("Did you know that Clorets is the only chewing gum that contains the exclusive ingredient Actizol - so you can be closer to anyone you want, anywhere you want, anytime you want. " ) that made the product popular? Maybe that's why they came out with this Clorets ad:
http://www.youtube.com/watch?v=Xi-dF6eA43A
Ooh lala. Someone who has eaten Clorets can become so attractive? Note all the non-verbal cues that were illustrated. Through facial expression and bodily movements, we can see how the passer-bys were all lured to the guy-who-has-eaten-a-Cloret. Note how he tried to 'seduce' people by looking into their eyes, and the way he talk, the soft voice that he used.. all these were attributes as to why people were memorised by him.
Also, it is interesting to note how people in different culture view things differently. Perception. The perception of one culture to another can be very different! As I was researching on YouTube, this is what i came across, another Clorets ad, but was shot very differently from the previous one: http://www.youtube.com/watch?v=tPiO9HrLyjk It is interesting to try to look at this ad as it was shot in another foreign language where we are not familiar with. It makes looking at the non-verbal cues more interesting.
11 comments:
I did not hear that tagline anywhere in the ad, correct me if I'm wrong.
But personally, I do not think that its tagline is what makes the product popular. Many of us would not be familiar with this tagline, I believe? I suppose we would be more familiar with the 'Mentos the Freshmaker' line eh?
I guess it is the packaging which makes the marketing successful. Yes, the product may look old and outdated. But I find that it is exactly its 'old' metal box which hits us. The same packaging which has undergone little modifications over the years creates a sense of familiarity with the consumers, and reminds us of its reliability over the years. Note also the colour used and what it relates to, and its simple font.
Also, the ad was cleverly made in my opinion, which attaches humour and modernity to an old brand.
And as you've mentioned culture in ads today, it's interesting to realise how different the product was portrayed in different countries. In ad 2, the dressings and content was definitely much more conservative, and I guess it was aired in a Muslim dominated country?
Have you seen similar ads in international fashion magazines such as CLEO or Marie Claire etc, with the same model/spokesperson? And how the ads seem somehow different in the magazine in different countries? That the models are covered up in different places. Haha. I guess it's interesting to think about the role of culture in ads and communication today, and whether it's going to affect the message intended to be sent out to the consumers?
Excellent material you have here. Looking forward to more posts on you and your friends' blogs!
Ciao! ^^v
Foreign films are a great way to portray nonverbal communications as we cannot understand their language at all and can only rely on nonverbal cues to interpret the meaning. However, due to the different cultures, we may interpret things in a different light and may receive the wrong message.
Well, I felt that the ad seems to be project the message that "eating Clorets would solve your bad breath problems" as it can be seen from both ads.
On comparison, Ad number 1 seems to adopt a more exaggerating approach by the "breath waves" and the women being attracted by the man. On the other hand, Ad number 2 has a more subtle or message that is easily understood. Honestly, I feel that Ad number 1 was eye-catching because of its exaggerating effect but it was too lame when everybody at the bus stop started to sway. So what do you think about it?
Hey Yijing!!!!!
I liked the 2nd ad more than the 1st one. I think both of them focused on different directions.
To me, the 1st ad seemed to target men because the lead is a handsome guy and the other sub-roles are women who were mezmerised by his breath. HAHA! Maybe in that country, more men eat clorets??
The 2nd ad was more comical, even though they didnt use any handsome guy, the message was put across quite well and that they didnt have any targeted gender.
So this proves that advertisements are most of the time planned for a specific audience.
dear despina.
indeed, 'Mentos the Freshmaker' is a tagline that we are more familiar with. i've been trying to fid this video about menots, where the dog was attrated to this man after he ate a mentos, and the dog plurged towards him and kissed him! unfortunately, i cant find the video anywhere.
i disagree with you on the packaging part. perhaps it seems more appealing to you as but to me, i find it boring. HA! see?? different peceptions! even though we are good friends, i guess, our opinion still differ at times. :) thats what made us such good friends righttt!
i adore the 2nd ad! actaully, there are 3 parts to this ad, and this is only one of the 3 that i've shown.
1) Clorets Silence (the one that i posted on my blog)
http://www.youtube.com/watch?v=tPiO9HrLyjk
2)Clorets Sleep
http://www.youtube.com/watch?v=Jp-Rj_Wm8-E
3)Clorets Food
http://www.youtube.com/watch?v=inkOqmN9OoI&watch_response
what vividly strike me is that 'PLEASE-help-me-solve-my-bad-breath-problem' expression that the bad-breathers gave before the experimenter put the clorets into their mouth. talk about non-verbal communication! it works wonders.
your thoughts about print ads and the "role of culture in ads" is interesting. maybe i'll write about that for my next entry!
thanks thanks!
adios!
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hi there ks.
agree with you that "we may interpret things in a different light and may receive the wrong message." i thought that it will be good if the advertisers go thir homework firt on what consumers would be most attracted to.
thanks for sharing.
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hey wendy and ah bee!
agree with you that ad 1 is LAME and is targetted at a specific audience! haha ad 1 seems too exaggerating. in this case, im also more attrated to ad 2! btw. i've pasted some links on the top of this comment. they are similar ads of ad 2. hopefully it'll give you a good laugh!
thanks for sharing! cheers pp :]
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i would have to say i liked the second ad better than the 1st. Maybe it is because i had to try to look at the non verbal cues since i didn't understand the language. The 1st ad wasn't able to capture my attention that easily. However the 2nd ad i felt that it had a bit of humor.
i think the second ad is better (:
but it needed much more interpretation of non verbal cues as compared to the first ad..so it took my attention..i was forced!HAHA!
the first ad is much exaggerated ,however, i think that is the way which the company wants to show how good or powerful Clorets actually is..which is actually also quite funny and unbelievable to me.
good post!
hahh..smell the cool breeze?..hehe
hi Jing,
I like the effect of "widespread", i mean people who are near to this handsome guy got affected! He's cool, even the aunty was "tranced". Well, visuals portrayed are catchy and appealing. This can be a factor in a consumer's choice. Let's try it out. Afterall it's only about $1.50. Cheers.
tns
hmm.. i am no cloret fan... but i do agree that the ads are catchy...
the 2nd one is comical but i guess it brings across the message...
that's the success of their marketing strategy... at the end of the day, it is not the real difference but the perceived difference of consumers that is going to help sales..
oh gal... how did you manage to post so much interesting stuff?? haha...
Mint candies usually use quite a few strategies to put across their agenda and point of view. The tagline is effective - it makes the product sound unique, I have to admit. Though, on the downside, I do feel that the tagline is a bit long. Aren't taglines supposed to be catchy and to the point?
Ahhh, I love this advert! Beautiful, beautiful Bangkok :) In this advert, the use of verbal communication is used to complement non-verbal communication. The way the women (and man) react to him is evident of the product's capabilities. We can see the use of haptics, kinesics, paralinguistics - such as silence, vocalics like music, quality of voice, objectics, oculesics and proxemics. And lastly, physical appearance, the male lead used is a famous celebrity in Thailand.
For the second ad, the concept is pretty much the same, just less sexualized. Well, I still prefer the first advert, can't help it if I'm pro-Thai :)
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