One up

While watching the nation’s current pastime yesterday, those irritating screen-side-and-bottom takeovers started happening, but there was one creative that made me smile. It had two popups (both with what looked liked an actress caricature). The first said “I will expose if the script demands it” and the second said “I will expose if i get enough money”. Guess the brand….. Sprite – Seedhi baat, no bakwas.

I read an interesting post the other day on tag lines, about their ownability, and how integrating the brand name into the tag line makes it more powerful. What struck me when i saw the ad yesterday was the tagline of Sprite, and that also got me thinking about its competitor- 7up. As i’ve said before I was a huge fan of Fido until they started using for such nonsensical stuff as this and this. I did enjoy the female leads though. 🙂 And while this was definitely better, they regressed with this. I really wonder what they were drinking when they came up with ‘Bheja Fry, 7up try’. Why stop with Bheja, i say, maybe you could do some ambient stuff in restaurants with ‘Pomfret Fry, 7up try’ and ‘Chicken Fry, 7up try’. The possibilities are endless. 7up, keep trying.

And while that was happening, Sprite obviously thought about the entire thing, and came out with this positioning. And as though following a script, Pepsi played into their hands and they came out with a killer spoof, that fitted their positioning completely. Sprite has to be commended for a wonderful follow up to their earlier ‘Sprite bujhaye only pyaas, baki sab bakwas’. Remember that, in turn that evolved from ‘Sprite –clear hain‘, and take a look at this. The wonderful thing for Sprite is that they have taken a completely generic positioning (Mumbai Mirror and Bangalore Mirror launched with a ‘Lets cut the crap’ line which is saying the same thing – seedhi baat, no bakwas, but with a different set of words) and made it into their own.

With so much of beating around the bush/implying/connoting happening, they can take any subject and make a creative around it, and across media, because they have a brand promise which they can easily fulfill – quenching thirst. At the same time, note that they’ve evolved a very appealing proposition from that basic drab premise that every soft drink can make a claim for.

Notice that both brands have their names in the tag lines, but look at the difference. I really would’ve loved to see Fido playing the brand ambassador for the Sprite line (he fits really well because that’s where he started out), but that, i guess, would be asking for too much.

until next time, upstaged

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