Why this works?
Because it reflects upon the insecurity people suffer from when they have to shed thick winter clothes in summers. So the ad is easy to relate. Grasping the message becomes much easier with a such a smart angle brought in. And it hits right cord with their target audience - women wanting to lose weight.
But the Special K challenge is really hard to believe. When I saw it for the first time, I said, "What? What are they trying to say?" Eat two bowls for two meals for 2 weeks? What if I take 4 meals in a day in total and eat loads of high calorie food in the other two? And is it 2 bowls for each of these meals or just one?
And what if I really do subject myself to only two such meals for 2 weeks and famish myself, and I still I do not lose weight, what would I get? £3 for the cereal box I bought?
That is so silly! But yes it does work because such an extreme challenge does help the brand occupy a space in the minds of consumers to percieve Kellogg as a healthy alternative for breakfast as always.
Why this ad does not work?
For the simple reason that it does not say anything about the new taste and only shows a woman pulling a box of cereals out of a bee hive. The ad has tried to educate us about the fact that they have added a new flavour of honey and oats.
But what does it mean for the consumer - Another flavour added, that's it! Does it make you want try it? Until and unless someone is taking the hard-to-believe Special K challenge, this new flavour does not mean anything to anyone.
I know taste is a sensory thing and cannot be depicted well visually but see how well M&S has utilised imagery and visual effects to tempt you in its ads.
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