Mentos has recently come up with a new campaign, in association with an upcoming movie, Luv ka The End, a YRF Production starring newbie Shraddha Kapoor.
After some searching around, I haven’t been able to find a clip of the ad, nor a storyboard. Hence, I am putting up a brief snapshot of the campaign before we go into the analysis:
>> The actress of the movie, Shraddha Kapoor sits in a cafe waiting for her boyfriend to turn up. She spots him through the window cosying up with another girl. She decides to dump him. So, when the boyfriend comes in and ‘surprises’ her, covering her eyes and asking her to ‘guess who it is’, she takes random names out of the blue, culminating into finally calling him a loser and walking off. The commercial ends with a voiceover saying that with mentos you can find new ways of dumping your ex >>
To the marketeer in me, this ad was plain frustrating. Mentos was a brand which has been based on the positioning ‘dimag ki batti jala de‘ for quite some time (remember the animated donkey ad – ‘daddu’?). This was a perfect positioning they enjoyed. It was direct enough in its message, yet subjective enough to have a lot of scope for imagination on the concept, and most of all, it had a good brand recall with some creative campaigns in the kitty. And for this association with the movie, they have just let it all go! And the new positioning, of mentos helping find new ways to dump your ex, simply does not ring a bell for me. How can mentos be shown to play a role there, is a mystery to me.
Agreed that since the positioning change is not a 100% radical departure (from ‘dimag ki batti jala de’ to ‘mentos helping find new ways’), they may be able to revert back to the original positioning at the end of the movie promotions, but I fail to see the logic behind this association. I mean, this is a Bollywood movie, by YRF Productions – it is inevitable to be a romantic movie, even if injected with some humour and youth-life ingredients. And love stories are nowhere connected to Mentos and its wittiness! Plus, the use of the movie actress isn’t helping much either. At the moment she has a super-low recall value even amongst the most fanatic of movie buffs. I too, recognized the movie-connect only on the 5th or 6th viewing of the commercial. So she isn’t adding anything to the brand.
So, if I may sum up what Mentos has done:
Foresaken an existing, well-established and witty positioning > associating with a movie whose storyline likely does not connect with the brand message > bringing in an actress for an ad who doesn’t enjoy much recall > creating an ad reel which is far from the wittiness its earlier campaigns possessed > showcasing the ad in super-expensive IPL slots on Set Max.
This, in my view is a mistake on their part, and they would do well to go back to their original style of positioning and campaigns. This one, is just not working.
Note: It would also be interesting to see what kind of in-film placements does Mentos have in the movie for promotion.