KPL which is a plastic products brand, recently launched with a TV Ad that is repeatedly shown over the TV channels.
I personally haven't used any of their products, but the ad does not seem to attract me that much. RFL & Bengal are doing so well in Bangladesh on the plastic product industry. KPL might have had a good chance of competing with them. But this ad is not a good start. It neither defines the "KPL" brand and what it stands for nor it has any memorable catch phrases or ideas to make me buy one of their products. And let's forget weak art direction.
Let's see the ad...
If I ask to you now:
What is the slogan of KPL?
Why is KPL any different than other plastic product-company?
What does KPL stand for?
Why buy a KPL product?
... can you answer these questions? May be, but I know I can't.
But as a new brand these are things that need to be positioned well in my mind.
The video ad just seems like a cheap duplicate of a contemporary foreign style format with unrythmical jingle of un-related, illogical clips with weak acting all put together. An ad is supposed to attract people to buy stuff, not to irritate people.
When Bengal has recently launched a "I'm not plastic" ad, KPL should've done better, and come prepared with a strong message. See this Bengal ad to see how they've positioned their brand:
If any way this ad would've worked is with some good & clever acting, some strong art-directed scenes, some good graphics/animations on the product.
Maybe you also noticed how much the products were ignored in the ad. This kind of ignorance can be forgiven for an already established brand, because the customers have seen their product already, they don't need to see them that much. But for a new brand they should've been more practical and focused on showing their product. After all, its what they'll be selling, not the actresses.
This brand should have done some more research on market on what people want to see in a plastic product that others don't provide. They are not at all well equipped yet. Let alone other things, they don't even have a website, in this time and age!
I don't have hatred for this brand. But I don't have anything to like about it either. Hope their products do the talking now.
I personally haven't used any of their products, but the ad does not seem to attract me that much. RFL & Bengal are doing so well in Bangladesh on the plastic product industry. KPL might have had a good chance of competing with them. But this ad is not a good start. It neither defines the "KPL" brand and what it stands for nor it has any memorable catch phrases or ideas to make me buy one of their products. And let's forget weak art direction.
Let's see the ad...
If I ask to you now:
What is the slogan of KPL?
Why is KPL any different than other plastic product-company?
What does KPL stand for?
Why buy a KPL product?
... can you answer these questions? May be, but I know I can't.
But as a new brand these are things that need to be positioned well in my mind.
The video ad just seems like a cheap duplicate of a contemporary foreign style format with unrythmical jingle of un-related, illogical clips with weak acting all put together. An ad is supposed to attract people to buy stuff, not to irritate people.
When Bengal has recently launched a "I'm not plastic" ad, KPL should've done better, and come prepared with a strong message. See this Bengal ad to see how they've positioned their brand:
If any way this ad would've worked is with some good & clever acting, some strong art-directed scenes, some good graphics/animations on the product.
Maybe you also noticed how much the products were ignored in the ad. This kind of ignorance can be forgiven for an already established brand, because the customers have seen their product already, they don't need to see them that much. But for a new brand they should've been more practical and focused on showing their product. After all, its what they'll be selling, not the actresses.
This brand should have done some more research on market on what people want to see in a plastic product that others don't provide. They are not at all well equipped yet. Let alone other things, they don't even have a website, in this time and age!
I don't have hatred for this brand. But I don't have anything to like about it either. Hope their products do the talking now.
