I saw this from UFIT on the underground which, based on this
ad, is aiming to be a healthy protein drink option for individuals who want to
eat right but also enjoy life’s pleasures. So basically, every millennial in
London?
Now, I don’t think there is much wrong with this insight.
It’s true, we want to make healthier life choices but a combination of
financial constraints, lack of time and the “foodie revolution” means we don’t
always want/choose what’s good for us. We look for brands that make it easy
for us to live well without compromising on taste or flavour.
But the issue I have is that all the newbies to the “easy
health” space are singing from the same hymn sheet. Remember Popchips “Be A Bit
Good” campaign? It also plays on the daily battle we face between good choices
and bad ones and appearing to be the perfect go between (all done in a
tongue-in-cheek manner). I think they were one of the first and did the best.
While I don’t think there is anything wrong with tapping
into a common mindset, nowadays brands are currently leaning too heavily on this
“easy on-the-go health” message and it’s getting a bit old, especially
the “We Have Protein" song.
I think brands need to sit down and ruminate on the “so
what” a bit longer, and really think about what only they can offer. They
forget that they are not just competing with brands in their immediate
category, they are also competing with every other brand that gives you easy,
fast and tasty nutrition – Innocent, Nakd, Bounce, need I go on?
Relying on this quite frankly lazy, no shit Sherlock
truth ain’t going to fly anymore….not for me anyway.
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