Minute Maid: What NOT to do in an ad

Nostalgia works best when used for brands that have been around for decades. Used for a Johnny-come-lately brand called Minute Maid, the ad strikes no chord with the viewer

Coca-Cola wants you to relive your first love with their drink called Minute Maid. Frankly, I had never even heard of this brand before. Apparently, it's a lemon drink. And the promise is this: Natural nimbu juice, as in 'Bilkul Ghar Jaisa'.
 
Quite bafflingly, the commercial takes you down the nostalgia route. And features two kids attracted to each other. They play around all the time, and when they need to re-energise in the heat, they bond over good ol' ghar ka prepared nimbu juice. One freakish quirk the boy has is that each time he drinks his lemonade, he undoes the little gal's hair. We then cut to them as grown ups. This time the chap gulps on Minute Maid, and the childhood memories return in a flash. And he once again undoes the girl's hair in a public place. The link? Well, Minute Maid not only revives his freakish habit, it also reminds him of fresh, ghar ka prepared lemonade.
 


This commercial is a dud, to put it mildly. Some very serious issues immediately hit you in the face; wonder why the client and its ad agency remain blissfully ignorant of them. One, for a rather unknown brand, nostalgia as a creative route is tenuous. How can I feel that emotion, however much I logicalise the story, for a brand I haven't even heard of? Nostalgia works best when used for brands that have been around for decades, and it's possible we may have childhood associations with them. It's then that the emotion works. Used for a Johnny-come-lately brand called Minute Maid, the ad strikes no chord with the viewer.
 
Next. What's the direct link between first love and first drink? Again, the association has been stretched, it isn't natural, so the creative becomes less effective. Substitute lemonade with a toy, a book, a dress, a food item, a cycle, etc, etc, and the commercial still works. This isn't good news. The best advertising ideas are those where the stories are seamlessly connected with the product in question.
 
Finally, the mindless choice of the male protagonist. It's that very irritating bugger from Tata Tea's 'Jaage Raho' campaign. Where he lectures us to cast the votes. He's the sort of dude who evokes rather violent emotions, leave alone sweet nostalgia. This remarkably poor casting is the last nail in Minute Maid's ad coffin.
 
So if you are feeling nostalgic this season, I suggest you stick to ghar ka nimbu paani.

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COMMENTS

VIkas

6 years ago

How can we stop the lies of advertisements? it is legal. Moreover, minute maid may not be real lemon juice but they get around it by disclaimers and notices and all legal stuff. So what do we do? I am worried about my kid who faces umpteen ads on the kids channels like Disney and Ceebies about stuff that is not good for kids like the Chocolates, Cookies all artificial stuff that is extremely unnatural, full of sugar and bad for anyone's health and also acidic to the body. What do we do now? The Government should come out with regulations for Kids channels. Harmful products should be banned from production at all.

malq

6 years ago

The best part is that Minute Maid doesn't hide the simple fact that it also contains all sorts of artificial sweeteners, colouring agents, preservatives and the rest of it - including an assortment of chemicals. Not only is this a dumb ad - it also lies to us blatantly like most other ads.

And we let them get away with it.

SC asks govt to file CBI report on suspended Prasar Bharati CEO BS Lalli

The court also asked Mr Lalli to file his response in four weeks on the statement of evidence filed by the government on alleged irregularities committed by him in running Prasar Bharati

New Delhi: The Supreme Court on Friday directed the government to file the Central Bureau of Investigation (CBI) report on the probe into alleged irregularities committed by suspended Prasar Bharati CEO BS Lalli in running the public broadcaster, reports PTI.

A bench headed by Chief Justice of India SH Kapadia sought the report within six weeks.

It also asked Mr Lalli to file his response in four weeks on the statement of evidence filed by the government on alleged irregularities committed by him in running Prasar Bharati.

The court has granted another four weeks to the government to file its rejoinder to the response of Mr Lalli and has posted the matter after eight weeks.

The Supreme Court had on 14th February initiated proceedings on a presidential reference for Mr Lalli's removal and asked the Centre to place evidence of alleged irregularities committed by him.

The court had also asked the government to file a statement of facts relating to Mr Lalli's irregularities and asked the former public broadcaster chief to respond to it.

Senior advocate KK Venugopal, appearing for Mr Lalli, had urged the court to expeditiously hear the reference in view of his retirement in December this year.

Mr Lalli, a 1971-batch IAS officer of Uttar Pradesh cadre, was suspended last December. President Pratibha Patil had on 21st December last ordered Mr Lalli's suspension and made a reference to the apex court for his removal on the recommendation of the government.

According to the Prasar Bharati Act, the chairman or a member of Prasar Bharati can be removed only by an order of the president on the ground of misbehaviour after the Supreme Court holds an inquiry following a reference to it.

Mr Lalli, 67, was suspended after allegations were levelled against him for financial and administrative irregularities in award of a contract for broadcast of the Commonwealth Games to UK-based firm SIS Live.

Prasar Bharati was formed in 1997 as a public service broadcaster. This is the first time that its CEO faces the prospect of being removed from the post.

Mr Lalli, who had assumed the CEO's post in December 2006, was indicted by the Central Vigilance Commission which accused him of breach of parliamentary privilege, giving undue favours to some broadcast companies and financial mismanagement.

Reacting to the presidential reference, Mr Lalli had said that "a lot of intrigue and mischief" was going on within the organisation against him that was "abetted and encouraged" by powerful elements from outside.

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March factory output index unchanged at 57.9

Inflationary pressures intensified during March, as both input and output prices rose at faster rates than in the previous month

The seasonally adjusted HSBC Purchasing Managers' Index (PMI)-a headline index to measure the overall health of the manufacturing sector-posted 57.9 in March, unchanged since February. The latest reading indicates a marked strengthening of business conditions in the Indian manufacturing sector, which remained above the long-run trend.

Indian manufacturers reported a substantial increase in new business received during the month under review. Moreover, the rate of new order growth accelerated to a thirty-one month high. Panellists commented that the high quality of products and ongoing improvements in general economic conditions had helped to boost new work intakes. However, the rise in new export business was marginally slower than in the previous survey period. Nonetheless, the expansion remained strong in the context of historical data.

The sharp growth of overall new orders supported a further increase in output. However, the rate of output growth was broadly in line with that indicated in February. Subsequently, backlogs of work rose again and at the fastest rate in four months. Anecdotal evidence suggested that shortages of materials and manpower also contributed to the accumulation of outstanding business.

March data signalled a marginal rise in stocks of finished goods at factories in India. Where an increase in post-production inventories was indicated, this was attributed to strong output growth.

Employment in the Indian manufacturing sector fell for a third consecutive month in March, as manufacturers continued to struggle to fill vacant positions. Purchasing activity rose substantially during March, reflective of the sustained expansions of new orders and output. Moreover, the increase in input buying was the fastest since February 2008. Subsequently, stocks of purchases also rose. Suppliers' delivery times shortened fractionally during March, but the majority of panellists indicated that lead times were unchanged since February.

Inflationary pressures intensified during March, as both input and output prices rose at faster rates than in the previous month. Input cost inflation was the strongest in the series history, driven by higher raw material prices. This led to a further marked rise in charges, which was the second-fastest in the history of the series.

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