We have launched a new television advertising of beer 'Golden Barrel ' from the agency JWT Russia. After viewing came to the conclusion that this is a kind of sequel to a successful advertising 1999 ' We must meet more often '.
In the 99th year, if my memory serves me, from the TV screens fought three major beer brands 'Golden Barrel ', ' Old Miller ' and ' Bochkarev '. In principle, and consumers of Russian beer conditionally divided into groups prefer one of these brands. While the advertising concept 'Golden Barrel - should meet more often ', in my opinion, was in a better position t. to. caused a number of associations:.
- Was discovered in the way of advertising entrepreneur - businessman. ( remember the cell phone?). - It was a way to which many sought, it was cool.
- Then created an atmosphere of relaxation with friends. ( 's see for three? ). are discarded from the daily hustle and bustle of a bottle of beer.
All this quality drink ( at the time) and the democratic price, made ' Golden Barrel ' very successful brand of beer.
Watch the video 'Golden Barrel ' - need to meet more often ''.
And now?.
Watch the new movie ' The Golden Barrel Tap '.
now. beer brands in more than ten times and they are all fighting for our sympathy, by creating an atmosphere of sharing a beer with friends, alcohol. ( no picture in the frame themselves friends:-)). So do not hit the target number 1.
Number 2 - it's not getting into the image. not the necessary association. ;).
Shot with a fleeing barge with sand, mobile phone, should probably redirect us to the alluring image of the entrepreneur from the 90s? . Therefore, the emotional component in the span.
As a result, I make a conclusion for myself that, like almost every sequel (continued), the new ads trying to leave in the past popularity and success, a failure in terms of hitting the target audience and is unlikely to return the image of a leading brand in the consumer's mind.
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