Cadbury’s (or Kraft’s) 5 star has been one such brand which has always been among the top chocolate brands in India.It has been India from the time you remember.Even today an Indian child would love a 5 star even if he has been exposed to the likes of mars,snickers,toblerone etc.
5 Star has always been a well advertised brand.Cadbury’s always treated 5 star at par with dairy milk when it came to advertising.Many brands came and went but could not topple 5 Star from its position.The closest any brand came was Nestle BarOne which was liked by many.Now a days Mars is also being preferred.
Lets talk about 5 star’s latest campaign which has been in existence.
The ‘Lost in Taste’ campaign which features two or three guys who have temporary loss of memory due to the awesome taste of 5 star.The campaign is quite successful and they have come up with 3 ads in the series till now and the latest is just awesome.
Suresh-Ramesh Ad
The first ad in the series was also a great one.Everyone really enjoyed it.
Even the following ad was quite popular.
The ads are popular because they are unique and creative.The whole idea is integrated well with the product.The concept that the taste of the chocolate is so good that you will lose yourself for some time goes well with a product like 5 Star and appeals to the youth as well as kids.
A product like 5 Star doesn’t need super ads to keep it going.5 Star is one of the most preferred in its category (caramel based chocolates) but still it has to compete with all the other chocolates(mostly from its own house Cadbury’s) and also generic confectionery on a bigger scale.So such ad campaigns keep the brand alive and keep it in talking terms with the customer.
What Say ?
5 Star -Jo Khaaye Kho Jaaye ! | TMSBiz-Tech,Mktng,Sales n Biz…
Cadbury’s (or Kraft’s) 5 star has been one such brand which has always been among the top chocolate brands in India.It has been India from the time you remember.Even today an Indian child would love a 5 star even if he has been exposed to the likes of …
I agree with you about 5 Star’s popularity which is near immortal. I think it was more popular in the lower segment (its price positioning) and people also connect it with 5-Star should come for only Rupees 5. So ad campaigns to take the brand further up the segment, was definitely needed.
For the ad, it reminded me of an ad of a Pan Masala – in fact this ad would qualify to be called a gross copy of the later. In that ad, two brothers meet but they are not able to recognise each other because they were just having “Goa Pan Masala”. The voice-over says, “Dekho Bhai ko bhai dekh na paya; ye hai Goa ke swad ki mayaa..” I hope you would agree. The agency could have been more creative this time.