![]() OTC products don’t solve benign everyday problems they solve crises (small or large). ![]() In contrast, the context of OTC products is crisis rather than making a great everyday life, even better. Dishwashing detergent isn’t advertised as something that corrects a problem, rather it is talked about in the context of improving peoples’ everyday lives. Dirty dishes may not be a pleasant thing, but FMCG advertising for a dishwashing detergent is able to key into the context of the end of a successful family meal before talking about the benefits of a lemony smell, effective non-greasy results and a sense of a job well done. A Kellogg’s breakfast cereal can conjure up a feeling of family togetherness and rural wholesomeness, a washing powder can convey a sense of achievement in the successful completion of everyday tasks, a hint of mountain freshness in the home and a feeling of family nurturing. FMCG advertising tends to be characterised by the celebration of context, usage rituals and longer-term positive emotional benefits.Įven personal and household cleaning brands are as much about the ritual of cleaning as they are about the end result - foaming agents are added to cleaning products not because they are functionally useful, but because they serve as a mental trigger to the consumer that something is getting cleaned - that the consumer is making good progress in completing an everyday task.Īriel may be able to help in ways you had never imagined?įMCG products and therefore FMCG advertising is about making the everyday even better. OTC brand being humorous and referencing the value of respecting yourselfĪ consumer can build up positive set of emotional associations with FMCG products - either through direct usage or built up with the aid of advertising communications.
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