HEADLI N E : FOR THAT HOURGLASS FI GURE, DRINK MORE TEA.
BASELINE : Chai Piyo Mast Jiyo
AGENCY : JWT
4Ps TAKE :
Someone rightly said, ‘Tea is liquid wisdom’ and according to this ad, it is the cup of life too. The power idea is to unshackle the myth of tea being a staid and boring drink, instead making young consumers aware that tea actually is a hip drink, which even helps you burn calories. In fact, the copy has perfect clarity on the tea’s positioning and relates its clinching benefit: 4-5 cups of tea everyday, helps you spend energy faster and that it is a ‘zero calorie drink’. The photograph displaying a cuppa of the hot brew, increases the visual appeal of the ad. The body copy further urges you to drink tea, and ‘flaunt that bod’. Now that’s what we call appealing to the target audience, in their lingo!For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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