Admark’s Weblog

The health drink war!

Posted on: November 23, 2008

The market has always been flooded with ads showing the competitor product in bad light when compared to the company’s products. Mostly, this has been displayed in the form of similar coloured product packages or name initials shown in the ad against which the advertising company shows its superiority (functional or emotional). While the viewers could identify, the competitors could never win the legal battle.

But that wasn’t enough. The latest Horlicks – Complan tussle sees both products compared in the Horlicks ad. Well, Complan decided to come up with an ad claiming that Complan consumers grew tallerĀ at a rate twice than the growth of the non consumers.

Horlicks has now arrived with an ad which entails a discussion between two kids and their mothers. Both the products are compared based on the nutrients, the claims and finally the price. The “Taller Stronger Sharper” campaign of Horlicks is used to counter the claims of Complan ( and pretty convincingly if you’d ask me!). The ad communicates the price advantage of the product and the functional benifits. Overall, it shows the supremacy of the brand over the competitors.

http://in.youtube.com/watch?v=LcbLBJSTtQg

Two pointers out here..

1. Such ads can only be allowed if the claims are clinically substantiated. For example, the Horlicks claim of “Taller Sharper Stronger” is a clinically proven claim. So its an example of how research helps in branding.

2. Such ads are justifiable when there are two major players in the market. In this case, Bournvita is a competition which has not been targetted directly. Is that a great idea?

– Nemo

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