Address
SOBCA, Abuja Nigeria
Work Hours
Monday to Friday: 8AM - 6PM
THE ISSUE I HAVE WITH “MUNCH-IT” ADVERT WITH DAVIDO
As a passionate student of advertising, marketing and branding, I try to analyze any materials I see from brands in public. When I saw the MUNCH-IT advert with #Davido, sincerely, I criticized the way it was done. I felt it was tacky and not tidy.
As a passionate student of advertising, marketing and branding, I try to analyze any materials I see from brands in public. When I saw the MUNCH-IT advert with #Davido, sincerely, I criticized the way it was done. I felt it was tacky and not tidy. Maybe because hearing people munch loud pricks my ear in a wrong way… so for me that advert was like a 4/10… seeing this tweet this morning is a RESET FOR ME.
I recall some months ago, I also felt the Airtel “444” advert was ‘too Yoruba’ to be aired nationwide until my Brand Guru Brother Victor Adeyemi (@EkoJournalist) educated me on how Yoruba pop culture defines a lot of trends in this era.
This morning, let me share some personal deductions I’ve learnt from the world of MARKETING-BRANDING-ADVERTISING (MBA)…
- Know your real target audience and go to sleep. Munch-It is targeting kids. It does not matter what a 42-year old Sam Obafemi feels about it; if my 12-year old Inumidun or my 10-year old Jesuferanmi fall in love with a Davido-facing Munch-It advert, the brand has won. Simple!!!
Lesson: Know Your Audience.
- Branding can be rules-averse. Do we not teach in Etiquette classes that we should chew ‘closing our mouths’ and eating ‘silently’? Well, Munch-It did the very opposite. And it works. Same way Airtel promotes RAINMAKER and RAIN-CHASER in her recent advert. Isn’t that superstition and voodoo? Well, it’s working.
Lesson: Feel Free To Break Cultural Rules If It Will Get The Message Across.
- Branding may require spending more than what a unit purchase can afford. I mean, Munch-It is a COMMODITY PRODUCT. Its guarantee is VOLUME OF SALES. Hiring Davido to promote an advert may take sales of maybe 3 million units of Munch-It to pay him (just saying)… and that’s a HUGE RISK TO TAKE. Is that not how United Bank For Africa (UBA) hired #Wizkid to advertise on a ONE BILLION NAIRA ENDORSEMENT DEAL??? Like, how many customers deposits will hit 1 Billion Naira value excluding administrative costs, etc?
Lesson: To Be A Favourite Brand, Spend on Costly Brand Icons. Take the risk to be visible in a powerful way.
To learn more about this, please click https://samobafemi.com/product/the-disruptive-marketing-course-june-2021/
m a k t u b!!!
SO