Posts Tagged ‘Brand promise
After abandoning the past
My post on CPGBranding.com this week was inspired by the latest Healthy Choice and U commercials. These ads chose to go into the future by abandoning their past. This is particularly the case with U by Kotex.
These ads mock every other feminine care ads in the past. The point was to say that “we get it” to their target audience: the young ladies who are newly initiated to the world of feminine care. However, such ad put forth a positioning that U is different, U gets it. Therefore, now we will have to see if U can fulfill this promise. U is now beyond its functions. It’s about the colorful packaging. It’s about the online knowledge and support. It’s about connecting with these young ladies.
Today, I was remind of an axiom: Great ads make bad products fail faster. So, the test for U is to see if it can really connect with these young ladies!
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeanne lives in NYC. 
