By process-oriented campaigns, I refer to advertisements which demonstrate a proper usage/consumption methodology for a product . The recent Act II campaign, which showcases a kid explaining to his friend/elder brother how to use an Act II packet to cook popcorn alerted me to this concept and I decided to write about this style of advertisements. (It is recent in the sense that it has been given TV airtime again by the parent company ConAgra, while the ad had been released for the first time about an year ago)
Watch the ad below:
So, which other ads can you recollect which show a process and what was the inherent purpose behind them?Let us take a look at some of these campaigns and see what their intent could have been:
A. To show Simplicity of Usage:
The consumption of certain products are obstructed by people perception that the products are difficult to use or are too complicated. One example of the same is the ad we just saw above – Act II ready-to-cook-and-eat popcorn, which can be prepared in a few minutes. The company realized that the consumer still thinks of the product as a complicated one and is hence avoiding the same. To help the consumer realize the simplicity of it all, they had initially tried to show a father with no culinary skills being able to cook Act II. And now, the campaign they have come up with showcases a kid explaining how to make popcorn to a young fellow, further emphasizing that Act II is indeed a pretty easy preparation (even a child knows how to do it!)
A similar society dogma was also faced by Godrej wehn they launched their now well-known hair dye. This is how they tackled it.
Godrej did two things with the above ad:
a) Projected dye application as a common process: Helping reduce the embarassment that men usually faced when they wanted to dye their hair
b) Illustrate that it is a pretty simply process to follow: Since people usually felt that hair-dyeing is a complicated thing to do. This also took away some market from the local barbers since now people started dyeing their hair themselves instead of at the barbers.
Apart from showcasing the product usage simplicity, another purpose was behind some other process-oriented ads:
B. To create a ritual of usage and introduce a fun element in consumption:
Certain products create a ritual of usage for a product to make the consumption process seem more joyful. A consumer, when does something in accordance to a set pattern, finds his own element of fun in the consumption.
Two prominent confectionary giant brand names come to mind when I think of this style – Kitkat and Oreo.
Watch below the ad used by Oreo when they launched this brand in India:
There is no product quality change that occurs when you follow the ritual, but it is the sheer process of it that makes eating Oreos all the more interesting and fun. It’s an excellent style of differentiation – in one fell swoop Oreo has set itself apart from other biscuits in the genre, because you have to ‘Twist, Lick and Dunk‘ an Oreo to eat it with pleasure, unlike other ‘ordinary’ biscuits.
Some of the readers may also recall the very first ads released by Kitkat accompanying its launch. The ads showed people following a ritual to eat KitKat : 1) Slide out the wrapper –> 2)Pierce Aluminium foil to separate a finger –> 3) Break the finger –> 4) Eat and Enjoy
(I tried very hard to find the video of any one of a series of commercials they released, but couldn’t find even one. Hope you recall the ad I am talking about)
The above two campaigns were made to add fun into the process of having a biscuit or a chocolate. Kids, especially, tend to ask for these so that they can perform ‘that’ process while eating them.
So, process-oriented campaigns are not very frequently used by companies, but there have been notable instances (as seen above) where they have been leveraged to great success. Godrej, Oreo and KitKat enjoyed this success, let us see if Act II can do the same.