Question

Topic: Advertising/PR

Advertising The Ovaltine Tetrapack In Pakistan

Posted by Anonymous on 12/1/2006 at 7:17 AM ET 250 Points
My current project is to advertise the tetra pack of ovaltine in pakistan. As ovaltine is a very stable and popular product in the market it has no print campaign for advertising.i am designing 3 posters, one newspaper ad and a billboard for it.up till now i have managed two posters and a newspaper ad. my photography consists of children and it is all done in black n white with only the tetra pack shown in colour along with the tag line. my tagloine all consists of the word 'complete' as in 'complete childhood' where the children are lookin up towards the camera, 'complete fun' where they are playing and 'complete mischief' where 3 children have mischeivious looks on their faces i have one more poster to go and a billboard for which i am completely stuck and also have no line to go along i was wondering if maybe i could send the pictures and u guys could have a look that will be more helpfull as you will be able to understand better and also maybe come up wth an idea for the billboard as well the poster and also that if i have any errors in my already mnade designs so you could point that also pleassseee this is very very urgent and i will like a reply ASAP pleassee i need help
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RESPONSES

  • Posted by fakeplasticco on 12/1/2006 at 9:08 PM Accepted
    Sarah:
    You should upload the pics you have to some site and then may be post the link here and everyone could try to help you out.

    Good luck!

  • Posted on 12/2/2006 at 10:20 PM Accepted
    yeh sarah_jamal, post some of your works online so that we can comment on them. im thinking of giving you a copy of the "cheat sheet" that i got from one of the biggest art directors in advertising here. i just couldnt find it. ill send it to you as soon as i find it. some of it are interesting :)
  • Posted by Mushfique Manzoor on 12/13/2006 at 7:33 AM Accepted
    Hi sarah jamal

    first you have to look at the brand positioning, brand essence, core and extended benefits of Ovaltine.

    how is Ovaltine positioned in Pakistan market? is it based on functional benefit or emotional or experiential benefits? who are the target customers-- usually mothers are the target customers of Ovaltine while children are the purchase decision influencer (to some extent in case of promotion).

    you also have to consider why would mothers buy Ovaltine? they want to give the best and complete nutrition through one brand/product to their children while they are unable to take proper care for nutrition and they have a certain level of guilt, Ovaltine ensures nutrition as well as growth while releiving some of those guilt. children have ovaltine because of its taste and mothers also use that to make them drink milk. apart from these, there are functional benefits like Ovaltine contains 8 vitamins and 5 minerals which are very crucial for growth of children. Now you have functional and emotional benefit of this brand!!

    your copy (billboard, press design and tagline) should be made considering all the mentioned factors especially the functional and emotional benefits.

    here in Bangladesh Ovaltine was positioned as Healthy Drink for children and teenagers. so we communicated ovaltine as the brand which makes children energetic, successful and mothers happy (of guilt) and relaxed of the nutrition and growth of their children in this age of working mothers.

    thats all for now, with scant information you have provided in your post. should you need any further assistance please feel free to contact me through my profile (i was Brand Manager, Ovaltine for 2 years prior to its divestment).

    cheers!!
  • Posted by rjohnni on 12/14/2006 at 8:56 AM Accepted
    Going by the previous postings, especially considering the Manzoor Insights, you have taken the right stand Sarah...By research or by default.

    Oveltine help children live a complete, wholesome, happy life. And as mothers are the TG, makes perfect sense to show a group of children in their COMPLETE-------and you just have to fill in the blanks. Product benefit can't become persuasive than this.

    Add noshhen's lines and they complete the rational inputs required from the more emotional lines that you have created.

    KUDOS
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